Cotton On vs H&M:Which is searched more?
In September 2026, H&M had more branded searches than Cotton On among women's fashion retailers worldwide. H&M was estimated to have 16.6M branded searches compared to Cotton On’s 2.2M, and held a 29.2% Share of Search versus Cotton On’s 3.9%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Cotton On or H&M?
Compare the women's fashion retailers people choose between. 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.
Share of Search by month for H&M, Cotton On. The figures are in the table below the chart.
View monthly share of search table
| Month | Zara | H&M | Cotton On | Country Road | Seed Heritage | Max |
|---|---|---|---|---|---|---|
| Oct 2025 | 61.7% | 33.8% | 3% | 1.1% | 0.3% | 0.03% |
| Nov 2025 | 64.5% | 28.9% | 4.8% | 1.4% | 0.31% | 0.03% |
| Dec 2025 | 65.1% | 29.2% | 3.9% | 1.4% | 0.31% | 0.03% |
| Jan 2026 | 65.9% | 29.4% | 3.2% | 1.2% | 0.26% | 0.03% |
| Feb 2026 | 65.1% | 29.1% | 3.9% | 1.4% | 0.31% | 0.03% |
| Mar 2026 | 65.2% | 29.1% | 3.9% | 1.4% | 0.31% | 0.03% |
| Apr 2026 | 65.2% | 29.1% | 3.9% | 1.4% | 0.31% | 0.04% |
| May 2026 | 61.1% | 33.5% | 3.7% | 1.4% | 0.29% | 0.04% |
| Jun 2026 | 61.5% | 33.7% | 3% | 1.4% | 0.29% | 0.03% |
| Jul 2026 | 65.7% | 29.3% | 3.2% | 1.5% | 0.26% | 0.03% |
| Aug 2026 | 65.4% | 29.2% | 3.9% | 1.2% | 0.31% | 0.03% |
| Sep 2026 | 65.4% | 29.2% | 3.9% | 1.2% | 0.31% | 0.03% |
How has the Cotton On and H&M comparison changed over the last 12 months?
3 findings
- H&M was ahead of Cotton On in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cotton On’s estimated Share of Search among women's fashion retailers worldwide moved from 3% to 3.9%, and its estimated monthly branded searches moved from 1.8M to 2.2M.
- Across the 12 months ending September 2026, H&M’s estimated Share of Search among women's fashion retailers worldwide moved from 33.8% to 29.2%, and its estimated monthly branded searches moved from 20.4M to 16.6M.
How did search popularity change for women's fashion retailers worldwide in September 2026?
2 changes
H&M’s estimated Share of Search among women's fashion retailers worldwide has lost ground for 3 months in a row, from 33.7% to 29.2% in September 2026.
Estimated monthly branded searches for Cotton On worldwide rose 22.4% over 12 measured months, from 1.8M to 2.2M in September 2026.
Other head-to-heads among women's fashion retailers
How each brand is measured
Brandwave collects information about searches that people make online using Cotton On’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.
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