--- title: "Women's fashion retailers: Which are searched most?" description: "Compare the women's fashion retailers people choose between. Share of Search among Zara, H&M, Cotton On, Country Road, Seed Heritage and Max, the women's fashion retailers 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/womens-fashion-retailers" publisher: "Brandwave" --- # Women's fashion retailers: Which are searched most? Compare the women's fashion retailers people choose between. Share of Search among Zara, H&M, Cotton On, Country Road, Seed Heritage and Max, the women's fashion retailers 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**: Women's fashion retailers - **Market**: Global - **Brands compared**: 6 - **Month measured**: Sep 2026 - **Highest Share of Search**: Zara, 65.4% ## Which brand is most popular in search among women's fashion retailers worldwide? - 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. - 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. ## Compare search popularity between leading brands - [Zara vs H&M: compare search popularity](/demand/global-en/compare/h-and-m-vs-zara): 65.4% against 29.2% Share of Search. - [Zara vs Cotton On: compare search popularity](/demand/global-en/compare/cotton-on-vs-zara): 65.4% against 3.9% Share of Search. - [H&M vs Cotton On: compare search popularity](/demand/global-en/compare/cotton-on-vs-h-and-m): 29.2% against 3.9% Share of Search. ## How did search popularity change for women's fashion retailers worldwide in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Zara | 65.4% | 37.2M | 0.0% | Zara | | 2 | H&M | 29.2% | 16.6M | 0.0% | H&M | | 3 | Cotton On | 3.9% | 2.2M | 0.0% | Cotton On | | 4 | Country Road | 1.2% | 673K | 0.0% | Country Road | | 5 | Seed Heritage | 0.31% | 177K | +1.3% | Seed Heritage | | 6 | Max | 0.03% | 18.1K | 0.0% | Max | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Zara | 37.2M | 61.7% | 1 | | Oct 2025 | H&M | 20.4M | 33.8% | 2 | | Oct 2025 | Cotton On | 1.8M | 3% | 3 | | Oct 2025 | Country Road | 673K | 1.1% | 4 | | Oct 2025 | Seed Heritage | 183K | 0.3% | 5 | | Oct 2025 | Max | 18.1K | 0.03% | 6 | | Nov 2025 | Zara | 45.5M | 64.5% | 1 | | Nov 2025 | H&M | 20.4M | 28.9% | 2 | | Nov 2025 | Cotton On | 3.4M | 4.8% | 3 | | Nov 2025 | Country Road | 1M | 1.4% | 4 | | Nov 2025 | Seed Heritage | 219K | 0.31% | 5 | | Nov 2025 | Max | 22.2K | 0.03% | 6 | | Dec 2025 | Zara | 45.5M | 65.1% | 1 | | Dec 2025 | H&M | 20.4M | 29.2% | 2 | | Dec 2025 | Cotton On | 2.7M | 3.9% | 3 | | Dec 2025 | Country Road | 1M | 1.4% | 4 | | Dec 2025 | Seed Heritage | 216K | 0.31% | 5 | | Dec 2025 | Max | 18.1K | 0.03% | 6 | | Jan 2026 | Zara | 37.2M | 65.9% | 1 | | Jan 2026 | H&M | 16.6M | 29.4% | 2 | | Jan 2026 | Cotton On | 1.8M | 3.2% | 3 | | Jan 2026 | Country Road | 673K | 1.2% | 4 | | Jan 2026 | Seed Heritage | 147K | 0.26% | 5 | | Jan 2026 | Max | 18.1K | 0.03% | 6 | | Feb 2026 | Zara | 30.4M | 65.1% | 1 | | Feb 2026 | H&M | 13.6M | 29.1% | 2 | | Feb 2026 | Cotton On | 1.8M | 3.9% | 3 | | Feb 2026 | Country Road | 673K | 1.4% | 4 | | Feb 2026 | Seed Heritage | 145K | 0.31% | 5 | | Feb 2026 | Max | 14.8K | 0.03% | 6 | | Mar 2026 | Zara | 37.2M | 65.2% | 1 | | Mar 2026 | H&M | 16.6M | 29.1% | 2 | | Mar 2026 | Cotton On | 2.2M | 3.9% | 3 | | Mar 2026 | Country Road | 823K | 1.4% | 4 | | Mar 2026 | Seed Heritage | 177K | 0.31% | 5 | | Mar 2026 | Max | 18.1K | 0.03% | 6 | | Apr 2026 | Zara | 37.2M | 65.2% | 1 | | Apr 2026 | H&M | 16.6M | 29.1% | 2 | | Apr 2026 | Cotton On | 2.2M | 3.9% | 3 | | Apr 2026 | Country Road | 823K | 1.4% | 4 | | Apr 2026 | Seed Heritage | 177K | 0.31% | 5 | | Apr 2026 | Max | 22.2K | 0.04% | 6 | | May 2026 | Zara | 37.2M | 61.1% | 1 | | May 2026 | H&M | 20.4M | 33.5% | 2 | | May 2026 | Cotton On | 2.2M | 3.7% | 3 | | May 2026 | Country Road | 823K | 1.4% | 4 | | May 2026 | Seed Heritage | 177K | 0.29% | 5 | | May 2026 | Max | 22.2K | 0.04% | 6 | | Jun 2026 | Zara | 37.2M | 61.5% | 1 | | Jun 2026 | H&M | 20.4M | 33.7% | 2 | | Jun 2026 | Cotton On | 1.8M | 3% | 3 | | Jun 2026 | Country Road | 823K | 1.4% | 4 | | Jun 2026 | Seed Heritage | 175K | 0.29% | 5 | | Jun 2026 | Max | 18.1K | 0.03% | 6 | | Jul 2026 | Zara | 37.2M | 65.7% | 1 | | Jul 2026 | H&M | 16.6M | 29.3% | 2 | | Jul 2026 | Cotton On | 1.8M | 3.2% | 3 | | Jul 2026 | Country Road | 823K | 1.5% | 4 | | Jul 2026 | Seed Heritage | 145K | 0.26% | 5 | | Jul 2026 | Max | 18.1K | 0.03% | 6 | | Aug 2026 | Zara | 37.2M | 65.4% | 1 | | Aug 2026 | H&M | 16.6M | 29.2% | 2 | | Aug 2026 | Cotton On | 2.2M | 3.9% | 3 | | Aug 2026 | Country Road | 673K | 1.2% | 4 | | Aug 2026 | Seed Heritage | 175K | 0.31% | 5 | | Aug 2026 | Max | 18.1K | 0.03% | 6 | | Sep 2026 | Zara | 37.2M | 65.4% | 1 | | Sep 2026 | H&M | 16.6M | 29.2% | 2 | | Sep 2026 | Cotton On | 2.2M | 3.9% | 3 | | Sep 2026 | Country Road | 673K | 1.2% | 4 | | Sep 2026 | Seed Heritage | 177K | 0.31% | 5 | | Sep 2026 | Max | 18.1K | 0.03% | 6 | ## What is being compared - **Cotton On**: Measured on the search term “cotton on”. - **Country Road**: Measured on the search term “country road”. - **H&M**: Measured on the search term “h&m”. - **Max**: Measured on the search term “max clothing”. - **Seed Heritage**: Measured on the search terms “seed clothing” and “seed heritage”, summed into one figure. - **Zara**: Measured on the search term “zara”. - [Cotton On](/demand/global-en/brands/cotton-on) - [Country Road](/demand/global-en/brands/country-road) - [H&M](/demand/global-en/brands/h-and-m) - [Max](/demand/global-en/brands/max) - [Seed Heritage](/demand/global-en/brands/seed-heritage) - [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 women's fashion retailers worldwide? 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. ## Cite this page Brandwave. "Women's fashion retailers: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/womens-fashion-retailers This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/womens-fashion-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.