Women's fashion retailers:Which are searched most?
In September 2026, Zara was the most searched among women's fashion retailers worldwide, with an estimated 37.2M branded searches and 65.4% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
Zara65.4%
H&M29.2%
Cotton On3.9%
Country Road1.2%
Seed Heritage0.31%
Max0.03%
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Share of SearchLeaderboard
Compare the women's fashion retailers people choose between. 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 by month for Zara, H&M, Cotton On. The figures are in the table below the chart.
View monthly share of search table
| Month | Zara | H&M | Cotton On | Country Road | Seed Heritage | Max |
|---|---|---|---|---|---|---|
| Oct 2025 | 61.7% | 33.8% | 3% | 1.1% | 0.3% | 0.03% |
| Nov 2025 | 64.5% | 28.9% | 4.8% | 1.4% | 0.31% | 0.03% |
| Dec 2025 | 65.1% | 29.2% | 3.9% | 1.4% | 0.31% | 0.03% |
| Jan 2026 | 65.9% | 29.4% | 3.2% | 1.2% | 0.26% | 0.03% |
| Feb 2026 | 65.1% | 29.1% | 3.9% | 1.4% | 0.31% | 0.03% |
| Mar 2026 | 65.2% | 29.1% | 3.9% | 1.4% | 0.31% | 0.03% |
| Apr 2026 | 65.2% | 29.1% | 3.9% | 1.4% | 0.31% | 0.04% |
| May 2026 | 61.1% | 33.5% | 3.7% | 1.4% | 0.29% | 0.04% |
| Jun 2026 | 61.5% | 33.7% | 3% | 1.4% | 0.29% | 0.03% |
| Jul 2026 | 65.7% | 29.3% | 3.2% | 1.5% | 0.26% | 0.03% |
| Aug 2026 | 65.4% | 29.2% | 3.9% | 1.2% | 0.31% | 0.03% |
| Sep 2026 | 65.4% | 29.2% | 3.9% | 1.2% | 0.31% | 0.03% |
This month’s ranking, September 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 65.4% | 37.2M | 0% | 0 points | |
| 2, held 2nd | 29.2% | 16.6M | 0% | 0 points | |
| 3, held 3rd | 3.9% | 2.2M | 0% | 0 points | |
| 4, held 4th | 1.2% | 673K | 0% | 0 points | |
| 5, held 5th | 0.31% | 177K | +1.3% | 0 points | |
| 6, held 6th | 0.03% | 18.1K | 0% | 0 points |
1.
65.4%
Held 1st. 37.2M estimated branded searches, 0% vs prior month. Share 0 points.
2.
29.2%
Held 2nd. 16.6M estimated branded searches, 0% vs prior month. Share 0 points.
3.9%
Held 3rd. 2.2M estimated branded searches, 0% vs prior month. Share 0 points.
1.2%
Held 4th. 673K estimated branded searches, 0% vs prior month. Share 0 points.
0.31%
Held 5th. 177K estimated branded searches, +1.3% vs prior month. Share 0 points.
6.
Max0.03%
Held 6th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between leading brands
Which brand is most popular in search among women's fashion retailers worldwide?
6 brands
In September 2026, Zara was the most searched among women's fashion retailers worldwide, with an estimated 37.2M branded searches and 65.4% estimated Share of Search within this set. H&M is in 2nd place, 36.2 percentage points behind at 29.2% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Zara | 61.7% → 65.4% | 65.9%Jan 2026 | 61.1%May 2026 | 1st |
| H&M | 33.8% → 29.2% | 33.8%Oct 2025 | 28.9%Nov 2025 | 2nd |
| Cotton On | 3% → 3.9% | 4.8%Nov 2025 | 3%Jun 2026 | 3rd |
| Country Road | 1.1% → 1.2% | 1.5%Jul 2026 | 1.1%Oct 2025 | 4th |
| Seed Heritage | 0.3% → 0.31% | 0.31%Sep 2026 | 0.26%Jul 2026 | 5th |
| Max | 0.03% | 0.04%Apr 2026 | 0.03%Dec 2025 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, Zara’s estimated Share of Search among women's fashion retailers worldwide increased from 61.7% to 65.4%.
- Across the 12 months ending September 2026, H&M’s estimated Share of Search among women's fashion retailers worldwide decreased from 33.8% to 29.2%.
- Across the 12 months ending September 2026, Cotton On’s estimated Share of Search among women's fashion retailers worldwide increased from 3% to 3.9%.
- Across the 12 months ending September 2026, Zara’s estimated Share of Search among women's fashion retailers worldwide peaked at 65.9% in January 2026 and was lowest at 61.1% in May 2026.
- Across the 12 months ending September 2026, H&M’s estimated Share of Search among women's fashion retailers worldwide peaked at 33.8% in October 2025 and was lowest at 28.9% in November 2025.
- Across the 12 months ending September 2026, Cotton On’s estimated Share of Search among women's fashion retailers worldwide peaked at 4.8% in November 2025 and was lowest at 3% in June 2026.
- Across the 12 months ending September 2026, Country Road, Seed Heritage and Max held steady: their estimated Share of Search among women's fashion retailers worldwide each moved less than 0.5 percentage points.
How did search popularity change for women's fashion retailers worldwide in September 2026?
2 changes
H&M’s estimated Share of Search among women's fashion retailers worldwide has lost ground for 3 months in a row, from 33.7% to 29.2% in September 2026.
Estimated monthly branded searches for Cotton On worldwide rose 22.4% over 12 measured months, from 1.8M to 2.2M in September 2026.
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