--- title: "H&M vs Uniqlo: Which is searched more?" description: "Is H&M or Uniqlo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Women's fashion retailers set worldwide. 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." canonical: "https://gobrandwave.com/demand/global-en/compare/h-and-m-vs-uniqlo" publisher: "Brandwave" --- # H&M vs Uniqlo: Which is searched more? Is H&M or Uniqlo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Women's fashion retailers set worldwide. 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. ## Key facts - **Compared**: H&M and Uniqlo - **Competitive set**: Women's fashion retailers - **Market**: Global - **Month measured**: Sep 2026 - **H&M Share of Search**: 17.7% - **Uniqlo Share of Search**: 14.5% ## Is H&M or Uniqlo more popular in search? - In September 2026, H&M had more branded searches than Uniqlo among women's fashion retailers worldwide. H&M had about 16.6 million branded searches, while Uniqlo had 13.6 million. H&M made up 17.7% of all women's fashion retailer searches we track, and Uniqlo accounted for 14.5%. - H&M was ahead of Uniqlo in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, H&M’s share of searches among women's fashion retailers worldwide moved from 20% to 17.7%, and its estimated monthly branded searches moved from 20.4M to 16.6M. - 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. ## 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. H&M was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. Uniqlo was listed before H&M in two out of three answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Madewell | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Nordstrom | 2nd | 1 of 3 | 1 of 1 | 2 of 4 | | Old Navy | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Zara | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | Uniqlo | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Quince | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Aritzia | 7th | 2 of 3 | 0 of 1 | 2 of 4 | | H&M | 8th | 0 of 3 | 1 of 1 | 1 of 4 | | Anthropologie | 9th | 2 of 3 | 0 of 1 | 2 of 4 | | Cotton On | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Country Road | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Seed Heritage | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Max | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about women's fashion retailers - Asked ChatGPT "Which women's fashion retailer should I shop at?": 1. Madewell, 2. Zara, 3. Old Navy, 4. Aritzia, 5. Anthropologie - Asked ChatGPT "What are the best women's fashion retailers?": 1. Nordstrom, 2. Quince, 3. Madewell, 4. Aritzia, 5. Zara, 6. Old Navy, 7. Anthropologie, 8. Uniqlo - Asked ChatGPT "What's the best women's fashion retailer for everyday clothes?": 1. Uniqlo, 2. Old Navy, 3. Madewell, 4. Quince - Searched Google, AI Overview "women's fashion retailers": 1. Nordstrom, 2. H&M Not named in any answer: Cotton On, Country Road, Seed Heritage and Max. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for women's fashion retailers worldwide in September 2026? - Estimated monthly branded searches for H&M worldwide fell 18.6% over 12 measured months, from 20.4M to 16.6M in September 2026. - Estimated monthly branded searches for Uniqlo worldwide fell 18.1% over 12 measured months, from 16.6M to 13.6M in September 2026. ## Month by month | Month | H&M estimated searches | H&M Share of Search | H&M rank | Uniqlo estimated searches | Uniqlo Share of Search | Uniqlo rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 20.4M | 20% | 2 | 16.6M | 16.3% | 3 | | Nov 2025 | 20.4M | 16.3% | 2 | 20.4M | 16.3% | 3 | | Dec 2025 | 20.4M | 17% | 2 | 16.6M | 13.9% | 3 | | Jan 2026 | 16.6M | 17.6% | 2 | 16.6M | 17.6% | 3 | | Feb 2026 | 13.6M | 17.9% | 2 | 11.1M | 14.6% | 3 | | Mar 2026 | 16.6M | 17.5% | 2 | 13.6M | 14.3% | 3 | | Apr 2026 | 16.6M | 17.8% | 2 | 13.6M | 14.6% | 3 | | May 2026 | 20.4M | 20.6% | 2 | 13.6M | 13.7% | 3 | | Jun 2026 | 20.4M | 22% | 2 | 11.1M | 12% | 3 | | Jul 2026 | 16.6M | 17.8% | 2 | 11.1M | 11.9% | 4 | | Aug 2026 | 16.6M | 17.5% | 2 | 13.6M | 14.3% | 3 | | Sep 2026 | 16.6M | 17.7% | 2 | 13.6M | 14.5% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using H&M’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. - **H&M**: Measured on the search term “h&m”. - **Uniqlo**: Measured on the search term “uniqlo”. - [H&M profile](/demand/global-en/brands/h-and-m) - [Uniqlo profile](/demand/global-en/brands/uniqlo) - [All women's fashion retailers worldwide](/demand/global-en/categories/womens-fashion-retailers): The set both shares are measured inside, 13 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is H&M or Uniqlo more popular in search? In September 2026, H&M had more branded searches than Uniqlo among women's fashion retailers worldwide. H&M had about 16.6 million branded searches, while Uniqlo had 13.6 million. H&M made up 17.7% of all women's fashion retailer searches we track, and Uniqlo accounted for 14.5%. ## Cite this page Brandwave. "H&M vs Uniqlo: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/h-and-m-vs-uniqlo This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/h-and-m-vs-uniqlo. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.