---
title: "H&M vs Zara: Which is searched more?"
description: "Which is more popular in search, H&M or Zara? Compare estimated monthly branded-search demand and Share of Search inside the Dresses 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-zara"
publisher: "Brandwave"
---

# H&M vs Zara: Which is searched more?

Which is more popular in search, H&M or Zara? Compare estimated monthly branded-search demand and Share of Search inside the Dresses 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 Zara
- **Competitive set**: Dresses
- **Market**: Global
- **Month measured**: Aug 2026
- **H&M Share of Search**: 28.1%
- **Zara Share of Search**: 62.9%

## Which is more popular in search, H&M or Zara?

- In August 2026, Zara had more branded searches than H&M among dresses worldwide. Zara was estimated to have 37.2M branded searches compared to H&M’s 16.6M, and held a 62.9% Share of Search versus H&M’s 28.1%.
- Zara was ahead of H&M in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, H&M’s estimated Share of Search among dresses worldwide moved from 31.9% to 28.1%, and its estimated monthly branded searches moved from 20.4M to 16.6M.
- Across the 11 months ending August 2026, Zara’s estimated Share of Search among dresses worldwide moved from 58.2% to 62.9%, and its estimated monthly branded searches held steady at 37.2M.

## How did search popularity change for dresses worldwide in August 2026?

- Zara’s estimated Share of Search among dresses worldwide has gained ground for 3 months in a row, from 58% to 62.9% in August 2026.
- Estimated monthly branded searches for H&M worldwide fell 18.6% over 11 measured months, from 20.4M to 16.6M in August 2026.

## Month by month

| Month | H&M estimated searches | H&M Share of Search | H&M rank | Zara estimated searches | Zara Share of Search | Zara rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 20.4M | 31.9% | 2 | 37.2M | 58.2% | 1 |
| Nov 2025 | 20.4M | 27.7% | 2 | 45.5M | 61.8% | 1 |
| Dec 2025 | 20.4M | 28.3% | 2 | 45.5M | 63% | 1 |
| Jan 2026 | 16.6M | 27.6% | 2 | 37.2M | 61.8% | 1 |
| Feb 2026 | 13.6M | 27.6% | 2 | 30.4M | 61.7% | 1 |
| Mar 2026 | 16.6M | 27.5% | 2 | 37.2M | 61.7% | 1 |
| Apr 2026 | 16.6M | 27.5% | 2 | 37.2M | 61.7% | 1 |
| May 2026 | 20.4M | 31.8% | 2 | 37.2M | 58% | 1 |
| Jun 2026 | 20.4M | 32.4% | 2 | 37.2M | 59.1% | 1 |
| Jul 2026 | 16.6M | 28.1% | 2 | 37.2M | 62.9% | 1 |
| Aug 2026 | 16.6M | 28.1% | 2 | 37.2M | 62.9% | 1 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using H&M’s and Zara’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”.
- **Zara**: Measured on the search term “zara”.

- [H&M profile](/demand/global-en/brands/h-and-m)
- [Zara profile](/demand/global-en/brands/zara)
- [All dresses worldwide](/demand/global-en/categories/dresses): The set both shares are measured inside, 6 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, H&M or Zara?

In August 2026, Zara had more branded searches than H&M among dresses worldwide. Zara was estimated to have 37.2M branded searches compared to H&M’s 16.6M, and held a 62.9% Share of Search versus H&M’s 28.1%.

## Cite this page

Brandwave. "H&M vs Zara: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/h-and-m-vs-zara

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/h-and-m-vs-zara. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.