Brandwave

Dresses:Which brands are most popular in search?

In August 2026, Zara was the most searched among dresses worldwide, with an estimated 37.2M branded searches and 62.9% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Zara62.9%
  2. H&M28.1%
  3. ASOS8.5%
  4. Lulus0.34%
  5. Reformation0.28%
  6. Mango<0.01%

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Share of SearchLeaderboard

Compare the dresses people search for. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among dresses worldwide, by month

Share of Search by month for Zara, H&M, ASOS. The figures are in the table below the chart.

View monthly share of search table
MonthZaraH&MASOSLulusReformationMango
Oct 202558.2%31.9%9.6%0.21%0.14%<0.01%
Nov 202561.8%27.7%10.2%0.15%0.15%<0.01%
Dec 202563%28.3%8.5%0.13%0.13%<0.01%
Jan 202661.8%27.6%10.2%0.22%0.18%<0.01%
Feb 202661.7%27.6%10.1%0.33%0.22%<0.01%
Mar 202661.7%27.5%10.1%0.41%0.27%<0.01%
Apr 202661.7%27.5%10.1%0.41%0.27%<0.01%
May 202658%31.8%9.5%0.38%0.31%<0.01%
Jun 202659.1%32.4%7.9%0.32%0.26%<0.01%
Jul 202662.9%28.1%8.5%0.34%0.28%<0.01%
Aug 202662.9%28.1%8.5%0.34%0.28%<0.01%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Zara

    62.9%

    Held 1st. 37.2M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.H&M

    28.1%

    Held 2nd. 16.6M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.ASOS

    8.5%

    Held 3rd. 5M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Lulus

    0.34%

    Held 4th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Reformation

    0.28%

    Held 5th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Mango

    <0.01%

    Held 6th. 90 estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among dresses worldwide?

In August 2026, Zara was the most searched among dresses worldwide, with an estimated 37.2M branded searches and 62.9% estimated Share of Search within this set. H&M is in 2nd place, 34.8 percentage points behind at 28.1% Share of Search.

Global dresses, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Zara58.2% → 62.9%63%Dec 202558%May 20261st
H&M31.9% → 28.1%32.4%Jun 202627.5%Mar 20262nd
ASOS9.6% → 8.5%10.2%Jan 20267.9%Jun 20263rd
Lulus0.21% → 0.34%0.41%Mar 20260.13%Dec 20254th
Reformation0.14% → 0.28%0.31%May 20260.13%Dec 20255th
Mango<0.01%<0.01%Jul 2026<0.01%Nov 20256th

Each finding as a sentence

  • Across the 11 months ending August 2026, Zara’s estimated Share of Search among dresses worldwide increased from 58.2% to 62.9%.
  • Across the 11 months ending August 2026, H&M’s estimated Share of Search among dresses worldwide decreased from 31.9% to 28.1%.
  • Across the 11 months ending August 2026, ASOS’s estimated Share of Search among dresses worldwide decreased from 9.6% to 8.5%.
  • Across the 11 months ending August 2026, Zara’s estimated Share of Search among dresses worldwide peaked at 63% in December 2025 and was lowest at 58% in May 2026.
  • Across the 11 months ending August 2026, H&M’s estimated Share of Search among dresses worldwide peaked at 32.4% in June 2026 and was lowest at 27.5% in March 2026.
  • Across the 11 months ending August 2026, ASOS’s estimated Share of Search among dresses worldwide peaked at 10.2% in January 2026 and was lowest at 7.9% in June 2026.
  • Across the 11 months ending August 2026, Lulus, Reformation and Mango held steady: their estimated Share of Search among dresses worldwide each moved less than 0.5 percentage points.

How did search popularity change for dresses worldwide in August 2026?

  1. Zara’s estimated Share of Search among dresses worldwide has gained ground for 3 months in a row, from 58% to 62.9% in August 2026.

  2. Estimated monthly branded searches for Reformation worldwide rose 82.3% over 11 measured months, from 90.5K to 165K in August 2026.

  3. Estimated monthly branded searches for Lulus worldwide rose 48.9% over 11 measured months, from 135K to 201K in August 2026.

  4. Estimated monthly branded searches for Mango worldwide rose 28.6% over 11 measured months, from 70 to 90 in August 2026.

  5. Estimated monthly branded searches for H&M worldwide fell 18.6% over 11 measured months, from 20.4M to 16.6M in August 2026.

  6. Estimated monthly branded searches for ASOS worldwide fell 18.3% over 11 measured months, from 6.1M to 5M in August 2026.

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