By Rotation vs HURR:Which is more popular?
In September 2026, By Rotation had more branded searches than HURR among clothing rental services worldwide. By Rotation had about 9,900 branded searches, while HURR had 3,200. By Rotation made up 1% of all clothing rental service searches we track, and HURR accounted for 0.33%. When we asked ChatGPT and Google AI Overviews about clothing rental services, By Rotation appeared in one of the five answers and HURR in none.
Who do people search for more?
By Rotation, about 3 searches for every 1 for HURR
Who does AI mention more?
By Rotation, mentioned in 1 of 5 answers, HURR in 0
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Top clothing rental services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, By Rotation was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. HURR did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Rent the Runway1st
Nuuly2nd
FashionPass3rd
Armoire4th
Tulerie5th- By Rotation6th
HURR–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Rent the Runway5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Armoire4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Nuuly3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tulerie3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- FashionPass3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- By Rotation1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- HURR0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about clothing rental services
5 answers
Asked ChatGPT
“Which clothing rental service should I use?”
Asked ChatGPT
“What are the best clothing rental services?”
Asked ChatGPT
“What's the best place to rent a designer dress for a wedding?”
Searched Google, AI Overview
“clothing rental”
Searched Google, AI Overview
“rent clothes”
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 22, 2026.
Is By Rotation or HURR more popular in search?
This chart shows how often people search Google for By Rotation and HURR by name. Each line represents a brand's share of searches for all seven clothing rental services we track, month by month, from English-language searches worldwide.
Share of searches by month for By Rotation, HURR. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nuuly | Rent the Runway | Tulerie | FashionPass | By Rotation | Armoire | HURR |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.2% | 38.6% | 9.5% | 2.3% | 1.6% | 0.43% | 0.41% |
| Nov 2025 | 45.3% | 37% | 13.5% | 1.8% | 1.5% | 0.42% | 0.39% |
| Dec 2025 | 43.7% | 29.2% | 23.9% | 1.8% | 0.96% | 0.33% | 0.22% |
| Jan 2026 | 49.1% | 40.2% | 6.6% | 2% | 1.3% | 0.46% | 0.38% |
| Feb 2026 | 53% | 35.4% | 7.1% | 2.1% | 1.4% | 0.49% | 0.38% |
| Mar 2026 | 52.2% | 34.9% | 8.6% | 2.1% | 1.4% | 0.49% | 0.36% |
| Apr 2026 | 47.6% | 38.9% | 9.5% | 1.9% | 1.3% | 0.44% | 0.35% |
| May 2026 | 46.1% | 37.7% | 11.3% | 2.3% | 1.9% | 0.44% | 0.41% |
| Jun 2026 | 46% | 37.6% | 11.3% | 2.3% | 1.9% | 0.44% | 0.5% |
| Jul 2026 | 43.7% | 35.8% | 16% | 2.2% | 1.4% | 0.4% | 0.48% |
| Aug 2026 | 46.4% | 38% | 11.3% | 2.3% | 1.2% | 0.35% | 0.41% |
| Sep 2026 | 46.7% | 38.2% | 11.4% | 1.9% | 1% | 0.36% | 0.33% |
How has the By Rotation and HURR comparison changed over the last 12 months?
3 findings
- By Rotation was ahead of HURR in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, By Rotation’s share of searches among clothing rental services worldwide moved from 1.6% to 1%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
- Across the 12 months ending September 2026, HURR’s share of searches among clothing rental services worldwide moved from 0.41% to 0.33%, and its estimated monthly branded searches held steady at 3.2K.
How did search popularity change for clothing rental services worldwide in September 2026?
2 changes
By Rotation’s share of searches among clothing rental services worldwide has lost ground for 3 months in a row, from 1.9% to 1% in September 2026.
In September 2026, HURR fell from 6th to 7th among clothing rental services worldwide.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using By Rotation’s and HURR’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.
By Rotation
1 branded search term
- by rotation
HURR
2 branded search terms
- hurr collective
- hurr rental
Other head-to-heads among clothing rental services
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