---
title: "ASOS vs H&M: Which is more popular by branded search?"
description: "Which is more popular in search, ASOS or H&M? 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/compare/asos-vs-h-and-m"
publisher: "Brandwave"
---

# ASOS vs H&M: Which is more popular by branded search?

Which is more popular in search, ASOS or H&M? 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**: ASOS and H&M
- **Competitive set**: Dresses
- **Market**: Global
- **Month measured**: Aug 2026
- **ASOS Share of Search**: 8.5%
- **H&M Share of Search**: 28.1%

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

- In August 2026, H&M had more branded searches than ASOS among dresses worldwide. H&M was estimated to have 16.6M branded searches compared to ASOS’s 5M, and held a 28.1% Share of Search versus ASOS’s 8.5%.
- H&M was ahead of ASOS in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, ASOS’s estimated Share of Search among dresses worldwide moved from 9.6% to 8.5%, and its estimated monthly branded searches moved from 6.1M to 5M.
- Across the 11 months ending August 2026, H&M’s estimated Share of Search among dresses worldwide moved from 31.9% to 28.1%, and its estimated monthly branded searches moved from 20.4M to 16.6M.

## How did search popularity change for dresses worldwide in August 2026?

- Estimated monthly branded searches for H&M worldwide fell 18.6% over 11 measured months, from 20.4M to 16.6M in August 2026.
- Estimated monthly branded searches for ASOS worldwide fell 18.3% over 11 measured months, from 6.1M to 5M in August 2026.

## Month by month

| Month | ASOS estimated searches | ASOS Share of Search | ASOS rank | H&M estimated searches | H&M Share of Search | H&M rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 6.1M | 9.6% | 3 | 20.4M | 31.9% | 2 |
| Nov 2025 | 7.5M | 10.2% | 3 | 20.4M | 27.7% | 2 |
| Dec 2025 | 6.1M | 8.5% | 3 | 20.4M | 28.3% | 2 |
| Jan 2026 | 6.1M | 10.2% | 3 | 16.6M | 27.6% | 2 |
| Feb 2026 | 5M | 10.1% | 3 | 13.6M | 27.6% | 2 |
| Mar 2026 | 6.1M | 10.1% | 3 | 16.6M | 27.5% | 2 |
| Apr 2026 | 6.1M | 10.1% | 3 | 16.6M | 27.5% | 2 |
| May 2026 | 6.1M | 9.5% | 3 | 20.4M | 31.8% | 2 |
| Jun 2026 | 5M | 7.9% | 3 | 20.4M | 32.4% | 2 |
| Jul 2026 | 5M | 8.5% | 3 | 16.6M | 28.1% | 2 |
| Aug 2026 | 5M | 8.5% | 3 | 16.6M | 28.1% | 2 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using ASOS’s and H&M’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.

- **ASOS**: Measured on the search term “asos”.
- **H&M**: Measured on the search term “h&m”.

- [ASOS profile](/demand/global-en/brands/asos)
- [H&M profile](/demand/global-en/brands/h-and-m)
- [All dresses worldwide](/demand/global-en/categories/dresses): 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, ASOS or H&M?

In August 2026, H&M had more branded searches than ASOS among dresses worldwide. H&M was estimated to have 16.6M branded searches compared to ASOS’s 5M, and held a 28.1% Share of Search versus ASOS’s 8.5%.

## Cite this page

Brandwave. "ASOS vs H&M: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/asos-vs-h-and-m

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