---
title: "ASOS vs Reformation: Which is more popular by branded search?"
description: "Which is more popular in search, ASOS or Reformation? 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-reformation"
publisher: "Brandwave"
---

# ASOS vs Reformation: Which is more popular by branded search?

Which is more popular in search, ASOS or Reformation? 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 Reformation
- **Competitive set**: Dresses
- **Market**: Global
- **Month measured**: Aug 2026
- **ASOS Share of Search**: 8.5%
- **Reformation Share of Search**: 0.28%

## Which is more popular in search, ASOS or Reformation?

- In August 2026, ASOS had more branded searches than Reformation among dresses worldwide. ASOS was estimated to have 5M branded searches compared to Reformation’s 165K, and held an 8.5% Share of Search versus Reformation’s 0.28%.
- ASOS was ahead of Reformation 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, Reformation’s estimated Share of Search among dresses worldwide moved from 0.14% to 0.28%, and its estimated monthly branded searches moved from 90.5K to 165K.

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

- Estimated monthly branded searches for Reformation worldwide rose 82.3% over 11 measured months, from 90.5K to 165K 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 | Reformation estimated searches | Reformation Share of Search | Reformation rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 6.1M | 9.6% | 3 | 90.5K | 0.14% | 5 |
| Nov 2025 | 7.5M | 10.2% | 3 | 110K | 0.15% | 5 |
| Dec 2025 | 6.1M | 8.5% | 3 | 90.5K | 0.13% | 5 |
| Jan 2026 | 6.1M | 10.2% | 3 | 110K | 0.18% | 5 |
| Feb 2026 | 5M | 10.1% | 3 | 110K | 0.22% | 5 |
| Mar 2026 | 6.1M | 10.1% | 3 | 165K | 0.27% | 5 |
| Apr 2026 | 6.1M | 10.1% | 3 | 165K | 0.27% | 5 |
| May 2026 | 6.1M | 9.5% | 3 | 201K | 0.31% | 5 |
| Jun 2026 | 5M | 7.9% | 3 | 165K | 0.26% | 5 |
| Jul 2026 | 5M | 8.5% | 3 | 165K | 0.28% | 5 |
| Aug 2026 | 5M | 8.5% | 3 | 165K | 0.28% | 5 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using ASOS’s and Reformation’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”.
- **Reformation**: Measured on the search term “reformation dress”.

- [ASOS profile](/demand/global-en/brands/asos)
- [Reformation profile](/demand/global-en/brands/reformation)
- [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 Reformation?

In August 2026, ASOS had more branded searches than Reformation among dresses worldwide. ASOS was estimated to have 5M branded searches compared to Reformation’s 165K, and held an 8.5% Share of Search versus Reformation’s 0.28%.

## Cite this page

Brandwave. "ASOS vs Reformation: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/asos-vs-reformation

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