--- title: "H&M vs Zara: Which is searched more?" description: "Is H&M or Zara more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dresses set worldwide. 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/compare/h-and-m-vs-zara" publisher: "Brandwave" --- # H&M vs Zara: Which is searched more? Is H&M or Zara more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dresses set worldwide. 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 - **Compared**: H&M and Zara - **Competitive set**: Dresses - **Market**: Global - **Month measured**: Sep 2026 - **H&M Share of Search**: 28% - **Zara Share of Search**: 62.8% ## Is H&M or Zara more popular in search? - In September 2026, Zara had more branded searches than H&M among dresses worldwide. Zara had about 37.2 million branded searches, while H&M had 16.6 million. Zara made up 62.8% of all dress searches we track, and H&M accounted for 28%. - Zara was ahead of H&M in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, H&M’s share of searches among dresses worldwide moved from 31.8% to 28%, and its estimated monthly branded searches moved from 20.4M to 16.6M. - Across the 12 months ending September 2026, Zara’s share of searches among dresses worldwide moved from 58% to 62.8%, and its estimated monthly branded searches held steady at 37.2M. ## Top dresses in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Zara was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. H&M did not appear in any of the five answers. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | Zara | 1 of 3 | 0 of 2 | 1 of 5 | | H&M | 0 of 3 | 0 of 2 | 0 of 5 | | ASOS | 0 of 3 | 0 of 2 | 0 of 5 | | Lulus | 1 of 3 | 1 of 2 | 2 of 5 | | Mango | 0 of 3 | 0 of 2 | 0 of 5 | | Reformation | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about dresses - Asked ChatGPT "Which dress should I buy?": named none of the brands we track - Asked ChatGPT "What are the best dress brands?": 1. Reformation, 2. Lulus, 3. Zara - Asked ChatGPT "What's the best dress for a special occasion?": named none of the brands we track - Searched Google, AI Overview "dresses": 1. Lulus - Searched Google, AI Overview "women's dresses": named none of the brands we track Not named in any answer: H&M, ASOS and Mango. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for dresses worldwide in September 2026? - Zara’s share of searches among dresses worldwide has gained ground for 3 months in a row, from 58.9% to 62.8% in September 2026. - Estimated monthly branded searches for H&M worldwide fell 18.6% over 12 measured months, from 20.4M to 16.6M in September 2026. ## Month by month | Month | H&M estimated searches | H&M Share of Search | H&M rank | Zara estimated searches | Zara Share of Search | Zara rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 20.4M | 31.8% | 2 | 37.2M | 58% | 1 | | Nov 2025 | 20.4M | 27.6% | 2 | 45.5M | 61.7% | 1 | | Dec 2025 | 20.4M | 28.2% | 2 | 45.5M | 62.9% | 1 | | Jan 2026 | 16.6M | 27.5% | 2 | 37.2M | 61.7% | 1 | | Feb 2026 | 13.6M | 27.5% | 2 | 30.4M | 61.5% | 1 | | Mar 2026 | 16.6M | 27.4% | 2 | 37.2M | 61.4% | 1 | | Apr 2026 | 16.6M | 27.4% | 2 | 37.2M | 61.4% | 1 | | May 2026 | 20.4M | 31.6% | 2 | 37.2M | 57.7% | 1 | | Jun 2026 | 20.4M | 32.3% | 2 | 37.2M | 58.9% | 1 | | Jul 2026 | 16.6M | 28% | 2 | 37.2M | 62.6% | 1 | | Aug 2026 | 16.6M | 28% | 2 | 37.2M | 62.7% | 1 | | Sep 2026 | 16.6M | 28% | 2 | 37.2M | 62.8% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using H&M’s and Zara’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **H&M**: Measured on the search term “h&m”. - **Zara**: Measured on the search term “zara”. - [H&M profile](/demand/global-en/brands/h-and-m) - [Zara profile](/demand/global-en/brands/zara) - [All dresses worldwide](/demand/global-en/categories/dresses): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is H&M or Zara more popular in search? In September 2026, Zara had more branded searches than H&M among dresses worldwide. Zara had about 37.2 million branded searches, while H&M had 16.6 million. Zara made up 62.8% of all dress searches we track, and H&M accounted for 28%. ## Cite this page Brandwave. "H&M vs Zara: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/dresses/compare/h-and-m-vs-zara This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/dresses/compare/h-and-m-vs-zara. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.