Cotton On vs Madewell:Which is more popular?
In September 2026, Cotton On had more branded searches than Madewell among women's fashion retailers worldwide. Cotton On had about 2.2 million branded searches, while Madewell had 823,000. Cotton On made up 2.4% of all women's fashion retailer searches we track, and Madewell accounted for 0.88%. When we asked ChatGPT and Google AI Overviews about women's fashion retailers, Madewell appeared in three of the four answers and Cotton On in none.
Who do people search for more?
Cotton On, about 3 searches for every 1 for Madewell
Who does AI mention more?
Madewell, mentioned in 3 of 4 answers, Cotton On in 0
Who does AI recommend more?
Madewell, the only one of the two named
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Top women's fashion retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Madewell was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Cotton On did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Old Navy3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Madewell3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Zara2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Uniqlo2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Nordstrom2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Aritzia2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Anthropologie2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Quince2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
H&M1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Cotton On0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about women's fashion retailers
4 answers
Asked ChatGPT
“Which women's fashion retailer should I shop at?”
Asked ChatGPT
“What are the best women's fashion retailers?”
Asked ChatGPT
“What's the best women's fashion retailer for everyday clothes?”
Searched Google, AI Overview
“women's fashion retailers”
Searched Google, AI Overview
“women's clothing store”
Google showed no AI Overview for this search.
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 19, 2026.
Is Cotton On or Madewell more popular in search?
This chart shows how often people search Google for Cotton On and Madewell by name. Each line represents a brand's share of searches for all 13 women's fashion retailers we track, month by month, from English-language searches worldwide.
Share of searches by month for Cotton On, Madewell. The figures are in the table below the chart.
View monthly share of searches table
| Month | Zara | H&M | Uniqlo | Old Navy | Nordstrom | Aritzia | Anthropologie | Cotton On | Madewell | Country Road | Quince | Seed Heritage | Max |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.5% | 20% | 16.3% | 10.9% | 6% | 4% | 2.7% | 1.8% | 0.81% | 0.66% | 0.26% | 0.16% | 0.02% |
| Nov 2025 | 36.4% | 16.3% | 16.3% | 10.9% | 6% | 6% | 3.3% | 2.7% | 0.98% | 0.8% | 0.27% | 0.16% | 0.02% |
| Dec 2025 | 38% | 17% | 13.9% | 11.4% | 7.6% | 4.2% | 3.4% | 2.3% | 0.84% | 0.84% | 0.35% | 0.17% | 0.02% |
| Jan 2026 | 39.4% | 17.6% | 17.6% | 7.9% | 6.5% | 4.3% | 2.9% | 1.9% | 0.71% | 0.71% | 0.34% | 0.14% | 0.02% |
| Feb 2026 | 40% | 17.9% | 14.6% | 9.8% | 6.6% | 3.6% | 2.9% | 2.4% | 0.72% | 0.89% | 0.35% | 0.18% | 0.02% |
| Mar 2026 | 39.1% | 17.5% | 14.3% | 11.7% | 6.4% | 3.5% | 2.9% | 2.4% | 0.87% | 0.87% | 0.34% | 0.17% | 0.02% |
| Apr 2026 | 39.9% | 17.8% | 14.6% | 9.8% | 6.6% | 3.6% | 2.9% | 2.4% | 0.88% | 0.88% | 0.34% | 0.18% | 0.02% |
| May 2026 | 37.6% | 20.6% | 13.7% | 11.2% | 6.2% | 3.4% | 2.8% | 2.3% | 0.83% | 0.83% | 0.39% | 0.17% | 0.02% |
| Jun 2026 | 40.1% | 22% | 12% | 9.9% | 5.4% | 3.6% | 3% | 2% | 0.73% | 0.89% | 0.34% | 0.18% | 0.02% |
| Jul 2026 | 39.8% | 17.8% | 11.9% | 11.9% | 8% | 3.6% | 2.9% | 2% | 0.72% | 0.88% | 0.34% | 0.14% | 0.02% |
| Aug 2026 | 39.2% | 17.5% | 14.3% | 11.7% | 6.4% | 3.5% | 2.9% | 2.4% | 0.87% | 0.71% | 0.41% | 0.17% | 0.02% |
| Sep 2026 | 39.7% | 17.7% | 14.5% | 9.7% | 6.5% | 4.4% | 2.9% | 2.4% | 0.88% | 0.72% | 0.42% | 0.18% | 0.02% |
How has the Cotton On and Madewell comparison changed over the last 12 months?
3 findings
- Cotton On was ahead of Madewell in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cotton On’s share of searches among women's fashion retailers worldwide moved from 1.8% to 2.4%, and its estimated monthly branded searches moved from 1.8M to 2.2M.
- Across the 12 months ending September 2026, Madewell’s share of searches among women's fashion retailers worldwide moved from 0.81% to 0.88%, and its estimated monthly branded searches held steady at 823K.
How did search popularity change for women's fashion retailers worldwide in September 2026?
1 change
Estimated monthly branded searches for Cotton On worldwide rose 22.4% over 12 measured months, from 1.8M to 2.2M in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cotton On’s and Madewell’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.
Other head-to-heads among women's fashion retailers
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