Brandwave

Mango vs Reformation:Which is more popular?

In September 2026, Mango had more branded searches than Reformation among dresses worldwide. Mango had about 171,000 branded searches, while Reformation had 110,000. Mango made up 0.29% of all dress searches we track, and Reformation accounted for 0.19%. When we asked ChatGPT and Google AI Overviews about dresses, Reformation appeared in one of the five answers and Mango in none.

Among dresses worldwide in September 2026

Who do people search for more?

Mango, about 55% more searches than Reformation

Mango 171K searchesReformation 110K searches

Who does AI mention more?

Reformation, mentioned in 1 of 5 answers, Mango in 0

Reformation in 1 of 5Mango in 0 of 5

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Top dresses in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Reformation was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Mango did not appear in any of the five answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Lulus2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zara1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Reformation1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • H&M0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ASOS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mango0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dresses

5 answers

  • Asked ChatGPT

    “Which dress should I buy?”

    1. Asked ChatGPT

      “What are the best dress brands?”

      1. 1Reformation
      2. 2Lulus
      3. 3Zara

    2. Asked ChatGPT

      “What's the best dress for a special occasion?”

      1. Searched Google, AI Overview

        “dresses”

        1. 1Lulus

      2. Searched Google, AI Overview

        “women's dresses”

        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 Mango or Reformation more popular in search?

        This chart shows how often people search Google for Mango and Reformation by name. Each line represents a brand's share of searches for all six dresses we track, month by month, from English-language searches worldwide.

        Mango and Reformation among dresses worldwide, by month

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

        View monthly share of searches table
        MonthZaraH&MASOSLulusMangoReformation
        Oct 202558%31.8%9.5%0.21%0.25%0.14%
        Nov 202561.7%27.6%10.1%0.15%0.26%0.15%
        Dec 202562.9%28.2%8.5%0.13%0.25%0.13%
        Jan 202661.7%27.5%10.1%0.22%0.26%0.18%
        Feb 202661.5%27.5%10.1%0.33%0.32%0.22%
        Mar 202661.4%27.4%10.1%0.41%0.37%0.27%
        Apr 202661.4%27.4%10.1%0.41%0.35%0.27%
        May 202657.7%31.6%9.5%0.38%0.48%0.31%
        Jun 202658.9%32.3%7.9%0.32%0.39%0.26%
        Jul 202662.6%28%8.4%0.34%0.38%0.28%
        Aug 202662.7%28%8.4%0.34%0.31%0.28%
        Sep 202662.8%28%8.4%0.34%0.29%0.19%

        How has the Mango and Reformation comparison changed over the last 12 months?

        3 findings
        • Mango was ahead of Reformation in every measured month of the 12 months ending September 2026.
        • Across the 12 months ending September 2026, Mango’s share of searches among dresses worldwide moved from 0.25% to 0.29%, and its estimated monthly branded searches moved from 160K to 171K.
        • Across the 12 months ending September 2026, Reformation’s share of searches among dresses worldwide moved from 0.14% to 0.19%, and its estimated monthly branded searches moved from 90.5K to 110K.

        How did search popularity change for dresses worldwide in September 2026?

        1 change

        1. Estimated monthly branded searches for Reformation worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in September 2026.

        How are branded searches counted?

        3 search terms

        Brandwave collects information about searches that people make online using Mango’s and Reformation’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.

        Mango

        2 branded search terms

        • mango clothing
        • mango dresses

        Reformation

        1 branded search term

        • reformation dress

        How the Brand Demand Index is measured

        Other head-to-heads among dresses

        Creator with pink hair and a pink jacket

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