---
title: "H&M vs Zara: Which is searched more?"
description: "Which is more popular in search, H&M or Zara? Compare estimated monthly branded-search demand and Share of Search inside the Women's fashion retailers 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/womens-fashion-retailers/compare/h-and-m-vs-zara"
publisher: "Brandwave"
---

# H&M vs Zara: Which is searched more?

Which is more popular in search, H&M or Zara? Compare estimated monthly branded-search demand and Share of Search inside the Women's fashion retailers 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**: Women's fashion retailers
- **Market**: Global
- **Month measured**: Sep 2026
- **H&M Share of Search**: 29.2%
- **Zara Share of Search**: 65.4%

## Which is more popular in search, H&M or Zara?

- In September 2026, Zara had more branded searches than H&M among women's fashion retailers worldwide. Zara was estimated to have 37.2M branded searches compared to H&M’s 16.6M, and held a 65.4% Share of Search versus H&M’s 29.2%.
- 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 estimated Share of Search among women's fashion retailers worldwide moved from 33.8% to 29.2%, and its estimated monthly branded searches moved from 20.4M to 16.6M.
- Across the 12 months ending September 2026, Zara’s estimated Share of Search among women's fashion retailers worldwide moved from 61.7% to 65.4%, and its estimated monthly branded searches held steady at 37.2M.

## 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.

## 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 | 33.8% | 2 | 37.2M | 61.7% | 1 |
| Nov 2025 | 20.4M | 28.9% | 2 | 45.5M | 64.5% | 1 |
| Dec 2025 | 20.4M | 29.2% | 2 | 45.5M | 65.1% | 1 |
| Jan 2026 | 16.6M | 29.4% | 2 | 37.2M | 65.9% | 1 |
| Feb 2026 | 13.6M | 29.1% | 2 | 30.4M | 65.1% | 1 |
| Mar 2026 | 16.6M | 29.1% | 2 | 37.2M | 65.2% | 1 |
| Apr 2026 | 16.6M | 29.1% | 2 | 37.2M | 65.2% | 1 |
| May 2026 | 20.4M | 33.5% | 2 | 37.2M | 61.1% | 1 |
| Jun 2026 | 20.4M | 33.7% | 2 | 37.2M | 61.5% | 1 |
| Jul 2026 | 16.6M | 29.3% | 2 | 37.2M | 65.7% | 1 |
| Aug 2026 | 16.6M | 29.2% | 2 | 37.2M | 65.4% | 1 |
| Sep 2026 | 16.6M | 29.2% | 2 | 37.2M | 65.4% | 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 women's fashion retailers worldwide](/demand/global-en/categories/womens-fashion-retailers): The set both shares are measured inside, 6 brands.

## 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 is more popular in search, H&M or Zara?

In September 2026, Zara had more branded searches than H&M among women's fashion retailers worldwide. Zara was estimated to have 37.2M branded searches compared to H&M’s 16.6M, and held a 65.4% Share of Search versus H&M’s 29.2%.

## Cite this page

Brandwave. "H&M vs Zara: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/womens-fashion-retailers/compare/h-and-m-vs-zara

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/womens-fashion-retailers/compare/h-and-m-vs-zara. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.