---
title: "Dresses: Which brands are most popular in search?"
description: "Compare the dresses people search for. Share of Search among Zara, H&M, ASOS, Lulus, Reformation and Mango, the dresses Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/dresses"
publisher: "Brandwave"
---

# Dresses: Which brands are most popular in search?

Compare the dresses people search for. Share of Search among Zara, H&M, ASOS, Lulus, Reformation and Mango, the dresses Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Dresses
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Zara, 62.9%

## 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.
- 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.

## Compare search popularity between leading brands

- [Zara vs H&M: compare search popularity](/demand/global-en/compare/h-and-m-vs-zara): 62.9% against 28.1% Share of Search.
- [Zara vs ASOS: compare search popularity](/demand/global-en/compare/asos-vs-zara): 62.9% against 8.5% Share of Search.
- [H&M vs ASOS: compare search popularity](/demand/global-en/compare/asos-vs-h-and-m): 28.1% against 8.5% Share of Search.

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

- 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.
- Estimated monthly branded searches for Reformation worldwide rose 82.3% over 11 measured months, from 90.5K to 165K in August 2026.
- Estimated monthly branded searches for Lulus worldwide rose 48.9% over 11 measured months, from 135K to 201K in August 2026.
- Estimated monthly branded searches for Mango worldwide rose 28.6% over 11 measured months, from 70 to 90 in August 2026.
- Estimated monthly branded searches for H&M worldwide fell 18.6% over 11 measured months, from 20.4M to 16.6M in August 2026.
- Estimated monthly branded searches for ASOS worldwide fell 18.3% over 11 measured months, from 6.1M to 5M in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Zara | 62.9% | 37.2M | 0.0% | Zara |
| 2 | H&M | 28.1% | 16.6M | 0.0% | H&M |
| 3 | ASOS | 8.5% | 5M | 0.0% | ASOS |
| 4 | Lulus | 0.34% | 201K | 0.0% | Lulus |
| 5 | Reformation | 0.28% | 165K | 0.0% | Reformation |
| 6 | Mango | <0.01% | 90 | -18.2% | Mango |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Zara | 37.2M | 58.2% | 1 |
| Oct 2025 | H&M | 20.4M | 31.9% | 2 |
| Oct 2025 | ASOS | 6.1M | 9.6% | 3 |
| Oct 2025 | Lulus | 135K | 0.21% | 4 |
| Oct 2025 | Reformation | 90.5K | 0.14% | 5 |
| Oct 2025 | Mango | 70 | <0.01% | 6 |
| Nov 2025 | Zara | 45.5M | 61.8% | 1 |
| Nov 2025 | H&M | 20.4M | 27.7% | 2 |
| Nov 2025 | ASOS | 7.5M | 10.2% | 3 |
| Nov 2025 | Lulus | 110K | 0.15% | 4 |
| Nov 2025 | Reformation | 110K | 0.15% | 5 |
| Nov 2025 | Mango | 70 | <0.01% | 6 |
| Dec 2025 | Zara | 45.5M | 63% | 1 |
| Dec 2025 | H&M | 20.4M | 28.3% | 2 |
| Dec 2025 | ASOS | 6.1M | 8.5% | 3 |
| Dec 2025 | Lulus | 90.5K | 0.13% | 4 |
| Dec 2025 | Reformation | 90.5K | 0.13% | 5 |
| Dec 2025 | Mango | 70 | <0.01% | 6 |
| Jan 2026 | Zara | 37.2M | 61.8% | 1 |
| Jan 2026 | H&M | 16.6M | 27.6% | 2 |
| Jan 2026 | ASOS | 6.1M | 10.2% | 3 |
| Jan 2026 | Lulus | 135K | 0.22% | 4 |
| Jan 2026 | Reformation | 110K | 0.18% | 5 |
| Jan 2026 | Mango | 70 | <0.01% | 6 |
| Feb 2026 | Zara | 30.4M | 61.7% | 1 |
| Feb 2026 | H&M | 13.6M | 27.6% | 2 |
| Feb 2026 | ASOS | 5M | 10.1% | 3 |
| Feb 2026 | Lulus | 165K | 0.33% | 4 |
| Feb 2026 | Reformation | 110K | 0.22% | 5 |
| Feb 2026 | Mango | 70 | <0.01% | 6 |
| Mar 2026 | Zara | 37.2M | 61.7% | 1 |
| Mar 2026 | H&M | 16.6M | 27.5% | 2 |
| Mar 2026 | ASOS | 6.1M | 10.1% | 3 |
| Mar 2026 | Lulus | 246K | 0.41% | 4 |
| Mar 2026 | Reformation | 165K | 0.27% | 5 |
| Mar 2026 | Mango | 90 | <0.01% | 6 |
| Apr 2026 | Zara | 37.2M | 61.7% | 1 |
| Apr 2026 | H&M | 16.6M | 27.5% | 2 |
| Apr 2026 | ASOS | 6.1M | 10.1% | 3 |
| Apr 2026 | Lulus | 246K | 0.41% | 4 |
| Apr 2026 | Reformation | 165K | 0.27% | 5 |
| Apr 2026 | Mango | 90 | <0.01% | 6 |
| May 2026 | Zara | 37.2M | 58% | 1 |
| May 2026 | H&M | 20.4M | 31.8% | 2 |
| May 2026 | ASOS | 6.1M | 9.5% | 3 |
| May 2026 | Lulus | 246K | 0.38% | 4 |
| May 2026 | Reformation | 201K | 0.31% | 5 |
| May 2026 | Mango | 90 | <0.01% | 6 |
| Jun 2026 | Zara | 37.2M | 59.1% | 1 |
| Jun 2026 | H&M | 20.4M | 32.4% | 2 |
| Jun 2026 | ASOS | 5M | 7.9% | 3 |
| Jun 2026 | Lulus | 201K | 0.32% | 4 |
| Jun 2026 | Reformation | 165K | 0.26% | 5 |
| Jun 2026 | Mango | 90 | <0.01% | 6 |
| Jul 2026 | Zara | 37.2M | 62.9% | 1 |
| Jul 2026 | H&M | 16.6M | 28.1% | 2 |
| Jul 2026 | ASOS | 5M | 8.5% | 3 |
| Jul 2026 | Lulus | 201K | 0.34% | 4 |
| Jul 2026 | Reformation | 165K | 0.28% | 5 |
| Jul 2026 | Mango | 110 | <0.01% | 6 |
| Aug 2026 | Zara | 37.2M | 62.9% | 1 |
| Aug 2026 | H&M | 16.6M | 28.1% | 2 |
| Aug 2026 | ASOS | 5M | 8.5% | 3 |
| Aug 2026 | Lulus | 201K | 0.34% | 4 |
| Aug 2026 | Reformation | 165K | 0.28% | 5 |
| Aug 2026 | Mango | 90 | <0.01% | 6 |
| Sep 2026 | ASOS | — | — | — |
| Sep 2026 | H&M | — | — | — |
| Sep 2026 | Lulus | — | — | — |
| Sep 2026 | Mango | — | — | — |
| Sep 2026 | Reformation | — | — | — |
| Sep 2026 | Zara | — | — | — |

## What is being compared

- **ASOS**: Measured on the search term “asos”.
- **H&M**: Measured on the search term “h&m”.
- **Lulus**: Measured on the search term “lulus dresses”.
- **Mango**: Measured on the search term “mango safety”.
- **Reformation**: Measured on the search term “reformation dress”.
- **Zara**: Measured on the search term “zara”.

- [ASOS](/demand/global-en/brands/asos)
- [H&M](/demand/global-en/brands/h-and-m)
- [Lulus](/demand/global-en/brands/lulus)
- [Mango](/demand/global-en/brands/mango)
- [Reformation](/demand/global-en/brands/reformation)
- [Zara](/demand/global-en/brands/zara)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Dresses: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/dresses

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/dresses. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.