---
title: "H&M brands and Share of Search"
description: "The brands H&M markets worldwide, and where to find each one's branded demand. Demand belongs to each brand, so the brands are never added together."
canonical: "https://gobrandwave.com/demand/global-en/companies/h-and-m"
publisher: "Brandwave"
---

# H&M brands and Share of Search

The brands H&M markets worldwide, and where to find each one's branded demand. Demand belongs to each brand, so the brands are never added together.

## Key facts

- **Company**: H&M
- **Market**: Global
- **Brands tracked**: 2
- **Measured through**: Sep 2026
- **Combined demand figure**: Not published; demand belongs to each brand

## Brands this company owns

| Brand | Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- | --- |
| H&M | Dresses | 2 | 28% | 16.6M |
| H&M | Women's fashion retailers | 2 | 17.7% | 16.6M |
| COS | Premium fashion brands | 9 | 0.89% | 171K |

- [H&M](/demand/global-en/brands/h-and-m)
- [COS](/demand/global-en/brands/cos)

## Brand competitors

- [Zara](/demand/global-en/brands/zara): 1st place in Dresses worldwide estimated Share of Search at 62.8% in Sep 2026.
- [Ralph Lauren](/demand/global-en/brands/ralph-lauren): 1st place in Premium fashion brands worldwide estimated Share of Search at 21.3% in Sep 2026.
- [Calvin Klein](/demand/global-en/brands/calvin-klein): 2nd place in Premium fashion brands worldwide estimated Share of Search at 17.4% in Sep 2026.

## Methodology

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

## Cite this page

Brandwave. "H&M brands and Share of Search". https://gobrandwave.com/demand/global-en/companies/h-and-m

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