Brandwave

Madewell vs Uniqlo:Which is more popular?

In September 2026, Uniqlo had more branded searches than Madewell among women's fashion retailers worldwide. Uniqlo had about 13.6 million branded searches, while Madewell had 823,000. Uniqlo made up 14.5% 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 Uniqlo in two. Madewell was mentioned before Uniqlo in two out of three answers that named either.

Among women's fashion retailers worldwide in September 2026

Who do people search for more?

Uniqlo, about 17 searches for every 1 for Madewell

Uniqlo 13.6M searchesMadewell 823K searches

Who does AI mention more?

Madewell, mentioned in 3 of 4 answers, Uniqlo in 2

Madewell in 3 of 4Uniqlo in 2 of 4

Who does AI recommend more?

Madewell, named ahead of Uniqlo in 2 of 3 answers

Madewell first in 2Uniqlo first in 1

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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. Uniqlo was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Madewell was listed before Uniqlo in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Madewell1st
  2. Nordstrom2nd
  3. Old Navy3rd
  4. Zara4th
  5. Uniqlo5th
  6. Quince5th
  7. Aritzia7th
  8. H&M8th
  9. Anthropologie9th
  10. Cotton On–
  11. +3 more

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

+3 more

See every answer about women's fashion retailers

4 answers

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 Madewell or Uniqlo more popular in search?

This chart shows how often people search Google for Madewell 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.

Madewell and Uniqlo among women's fashion retailers worldwide, by month

Share of searches by month for Uniqlo, Madewell. The figures are in the table below the chart.

View monthly share of searches table
MonthZaraH&MUniqloOld NavyNordstromAritziaAnthropologieCotton OnMadewellCountry RoadQuinceSeed HeritageMax
Oct 202536.5%20%16.3%10.9%6%4%2.7%1.8%0.81%0.66%0.26%0.16%0.02%
Nov 202536.4%16.3%16.3%10.9%6%6%3.3%2.7%0.98%0.8%0.27%0.16%0.02%
Dec 202538%17%13.9%11.4%7.6%4.2%3.4%2.3%0.84%0.84%0.35%0.17%0.02%
Jan 202639.4%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 202640%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 202639.1%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 202639.9%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 202637.6%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 202640.1%22%12%9.9%5.4%3.6%3%2%0.73%0.89%0.34%0.18%0.02%
Jul 202639.8%17.8%11.9%11.9%8%3.6%2.9%2%0.72%0.88%0.34%0.14%0.02%
Aug 202639.2%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 202639.7%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 Madewell and Uniqlo comparison changed over the last 12 months?

3 findings
  • Uniqlo was ahead of Madewell in every measured month of the 12 months ending September 2026.
  • 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.
  • 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?

1 change

  1. Estimated monthly branded searches for Uniqlo worldwide fell 18.1% over 12 measured months, from 16.6M to 13.6M in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Madewell’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.

Madewell

1 branded search term

  • madewell

Uniqlo

1 branded search term

  • uniqlo

How the Brand Demand Index is measured

Other head-to-heads among women's fashion retailers

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