Brandwave

Old Navy vs Zara:Which is more popular?

In September 2026, Zara had more branded searches than Old Navy among women's fashion retailers worldwide. Zara had about 37.2 million branded searches, while Old Navy had 9.1 million. Zara made up 39.7% of all women's fashion retailer searches we track, and Old Navy accounted for 9.7%. When we asked ChatGPT and Google AI Overviews about women's fashion retailers, Old Navy appeared in three of the four answers and Zara in two. Zara was mentioned before Old Navy in two out of three answers that named either.

Among women's fashion retailers worldwide in September 2026

Who do people search for more?

Zara, about 4 searches for every 1 for Old Navy

Zara 37.2M searchesOld Navy 9.1M searches

Who does AI mention more?

Old Navy, mentioned in 3 of 4 answers, Zara in 2

Old Navy in 3 of 4Zara in 2 of 4

Who does AI recommend more?

Zara, named ahead of Old Navy in 2 of 3 answers

Zara first in 2Old Navy first in 1

Follow Old Navy vs Zara and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top women's fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Old Navy was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Zara was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Zara was listed before Old Navy 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 Old Navy or Zara more popular in search?

This chart shows how often people search Google for Old Navy and Zara 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.

Old Navy and Zara among women's fashion retailers worldwide, by month

Share of searches by month for Zara, Old Navy. 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 Old Navy and Zara comparison changed over the last 12 months?

3 findings
  • Zara was ahead of Old Navy in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Old Navy’s share of searches among women's fashion retailers worldwide moved from 10.9% to 9.7%, and its estimated monthly branded searches moved from 11.1M to 9.1M.
  • Across the 12 months ending September 2026, Zara’s share of searches among women's fashion retailers worldwide moved from 36.5% to 39.7%, and its estimated monthly branded searches held steady at 37.2M.

How did search popularity change for women's fashion retailers worldwide in September 2026?

2 changes

  1. In September 2026, Zara gained share of searches among women's fashion retailers worldwide, from 39.2% to 39.7%.

  2. In September 2026, Old Navy lost share of searches among women's fashion retailers worldwide, from 11.7% to 9.7%.

How are branded searches counted?

2 search terms

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

Old Navy

1 branded search term

  • old navy

Zara

1 branded search term

  • zara

How the Brand Demand Index is measured

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

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free