Cotton On vs Uniqlo:Which is more popular?
In September 2026, Uniqlo had more branded searches than Cotton On among women's fashion retailers worldwide. Uniqlo had about 13.6 million branded searches, while Cotton On had 2.2 million. Uniqlo made up 14.5% of all women's fashion retailer searches we track, and Cotton On accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about women's fashion retailers, Uniqlo appeared in two of the four answers and Cotton On in none.
Who do people search for more?
Uniqlo, about 6 searches for every 1 for Cotton On
Who does AI mention more?
Uniqlo, mentioned in 2 of 4 answers, Cotton On in 0
Who does AI recommend more?
Uniqlo, 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, Uniqlo was mentioned in two out of four: in two of the 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 Uniqlo more popular in search?
This chart shows how often people search Google for Cotton On and Uniqlo 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 Uniqlo, Cotton On. 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 Uniqlo comparison changed over the last 12 months?
3 findings
- Uniqlo 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 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, Uniqlo’s share of searches among women's fashion retailers worldwide moved from 16.3% to 14.5%, and its estimated monthly branded searches moved from 16.6M to 13.6M.
How did search popularity change for women's fashion retailers worldwide in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cotton On’s and Uniqlo’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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