Brandwave

Billabong vs Fair Harbor:Which is more popular?

In September 2026, Billabong had more branded searches than Fair Harbor among swim shorts brands worldwide. Billabong had about 450,000 branded searches, while Fair Harbor had 9,900. Billabong made up 2.9% of all swim shorts brand searches we track, and Fair Harbor accounted for 0.06%. When we asked ChatGPT and Google AI Overviews about swim shorts brands, Fair Harbor appeared in three of the five answers and Billabong in one. Fair Harbor was mentioned before Billabong in three out of four answers that named either.

Among swim shorts brands worldwide in September 2026

Who do people search for more?

Billabong, about 45 searches for every 1 for Fair Harbor

Billabong 450K searchesFair Harbor 9.9K searches

Who does AI mention more?

Fair Harbor, mentioned in 3 of 5 answers, Billabong in 1

Fair Harbor in 3 of 5Billabong in 1 of 5

Who does AI recommend more?

Fair Harbor, named ahead of Billabong in 3 of 4 answers

Fair Harbor first in 3Billabong first in 1

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Top swim shorts brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fair Harbor was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Billabong was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Fair Harbor was listed before Billabong in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Patagonia1st
  2. Chubbies2nd
  3. Fair Harbor3rd
  4. Lululemon4th
  5. Orlebar Brown5th
  6. Billabong6th
  7. Roxy–
  8. Quiksilver–
  9. Hurley–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Patagonia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Chubbies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fair Harbor3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lululemon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Orlebar Brown2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Billabong1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Roxy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Quiksilver0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hurley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about swim shorts brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Billabong or Fair Harbor more popular in search?

This chart shows how often people search Google for Billabong and Fair Harbor by name. Each line represents a brand's share of searches for all nine swim shorts brands we track, month by month, from English-language searches worldwide.

Billabong and Fair Harbor among swim shorts brands worldwide, by month

Share of searches by month for Billabong, Fair Harbor. The figures are in the table below the chart.

View monthly share of searches table
MonthLululemonPatagoniaRoxyBillabongChubbiesQuiksilverOrlebar BrownFair HarborHurley
Oct 202570.3%21.2%2.3%2.3%2.3%1.3%0.17%0.06%<0.01%
Nov 202574.9%18.4%2%2%1.7%0.9%0.12%0.05%<0.01%
Dec 202577.3%15.5%2.1%2.1%1.7%1.1%0.15%0.06%<0.01%
Jan 202669%20.7%3.4%2.8%2.3%1.5%0.21%0.06%<0.01%
Feb 202669.2%20.9%2.8%2.8%2.8%1.3%0.21%0.09%<0.01%
Mar 202667.6%20.4%3.4%3.4%3.4%1.5%0.25%0.14%<0.01%
Apr 202670.7%17.4%3.5%3.5%2.9%1.6%0.32%0.12%<0.01%
May 202670.1%17.3%3.5%3.5%3.5%1.6%0.38%0.17%<0.01%
Jun 202670.1%17.3%3.5%3.5%3.5%1.6%0.47%0.21%<0.01%
Jul 202670%17.3%4.2%3.5%2.8%1.6%0.47%0.17%<0.01%
Aug 202670.6%17.4%3.5%3.5%2.9%1.6%0.38%0.12%<0.01%
Sep 202671.2%17.6%3.5%2.9%2.9%1.6%0.26%0.06%<0.01%

How has the Billabong and Fair Harbor comparison changed over the last 12 months?

3 findings
  • Billabong was ahead of Fair Harbor in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Billabong’s share of searches among swim shorts brands worldwide moved from 2.3% to 2.9%, and its estimated monthly branded searches held steady at 450K.
  • Across the 12 months ending September 2026, Fair Harbor’s share of searches among swim shorts brands worldwide held steady at 0.06%, and its estimated monthly branded searches moved from 12.1K to 9.9K.

How did search popularity change for swim shorts brands worldwide in September 2026?

2 changes

  1. In September 2026, Billabong lost share of searches among swim shorts brands worldwide, from 3.5% to 2.9%.

  2. Estimated monthly branded searches for Fair Harbor worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Billabong’s and Fair Harbor’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.

Billabong

1 branded search term

  • billabong

Fair Harbor

1 branded search term

  • fair harbor

How the Brand Demand Index is measured

Other head-to-heads among swim shorts brands

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