Brandwave

SKIMS vs Uniqlo:Which is more popular?

In September 2026, Uniqlo had more branded searches than SKIMS among underwear brands worldwide. Uniqlo had about 13.6 million branded searches, while SKIMS had 60,500. Uniqlo made up 65.1% of all underwear brand searches we track, and SKIMS accounted for 0.29%. When we asked ChatGPT and Google AI Overviews about underwear brands, Uniqlo appeared in four of the five answers and SKIMS in three. Uniqlo was mentioned before SKIMS in three out of five answers.

Among underwear brands worldwide in September 2026

Who do people search for more?

Uniqlo, about 225 searches for every 1 for SKIMS

Uniqlo 13.6M searchesSKIMS 60.5K searches

Who does AI mention more?

Uniqlo, mentioned in 4 of 5 answers, SKIMS in 3

Uniqlo in 4 of 5SKIMS in 3 of 5

Who does AI recommend more?

Uniqlo, named ahead of SKIMS in 3 of 5 answers

Uniqlo first in 3SKIMS first in 2

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Top underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Uniqlo was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. SKIMS was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Uniqlo was listed before SKIMS in three out of five answers.

Most recommended by AI

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

  1. Calvin Klein1st
  2. Uniqlo2nd
  3. SKIMS3rd
  4. MeUndies4th
  5. Tommy John5th
  6. Quince6th
  7. Hanes7th
  8. Intimissimi8th
  9. Mack Weldon9th
  10. Jockey–
  11. +2 more

Mentioned by AI

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

  • Calvin Klein5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MeUndies3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SKIMS3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Intimissimi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hanes2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy John2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mack Weldon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jockey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about underwear brands

5 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 21, 2026.

Is SKIMS or Uniqlo more popular in search?

This chart shows how often people search Google for SKIMS and Uniqlo by name. Each line represents a brand's share of searches for all 12 underwear brands we track, month by month, from English-language searches worldwide.

SKIMS and Uniqlo among underwear brands worldwide, by month

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

View monthly share of searches table
MonthUniqloCalvin KleinIntimissimiQuinceJockeyHanesMeUndiesStep OneTommy JohnSKIMSMack WeldonBonds
Oct 202568.2%13.8%13.8%1.1%0.83%0.55%0.55%0.36%0.37%0.3%0.17%0.09%
Nov 202566%16.2%13.2%1.1%0.65%0.53%0.65%0.62%0.53%0.24%0.24%0.07%
Dec 202561.4%15.1%18.5%1.5%0.74%0.61%0.74%0.4%0.41%0.22%0.22%0.08%
Jan 202666%13.3%16.3%1.3%0.8%0.54%0.8%0.33%0.24%0.24%0.16%0.07%
Feb 202658.9%21.7%14.5%1.4%0.88%0.58%0.72%0.44%0.32%0.32%0.18%0.08%
Mar 202660.7%22.3%12.2%1.4%0.9%0.6%0.6%0.4%0.27%0.27%0.15%0.07%
Apr 202667.2%16.5%11.1%1.6%0.99%0.67%0.67%0.44%0.37%0.3%0.16%0.07%
May 202662.9%18.9%12.7%1.8%1.1%0.62%0.62%0.41%0.42%0.34%0.15%0.07%
Jun 202660.7%18.3%15%1.7%1.3%0.74%0.74%0.49%0.33%0.4%0.18%0.08%
Jul 202660.6%18.3%15%1.7%1.3%0.74%0.74%0.48%0.4%0.49%0.15%0.08%
Aug 202663.2%15.6%12.7%1.8%1.1%0.63%0.63%0.5%3.1%0.42%0.15%0.08%
Sep 202665.1%16%13.1%1.9%1.2%0.65%0.65%0.44%0.35%0.29%0.16%0.09%

How has the SKIMS and Uniqlo comparison changed over the last 12 months?

3 findings
  • Uniqlo was ahead of SKIMS in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, SKIMS’s share of searches among underwear brands worldwide moved from 0.3% to 0.29%, and its estimated monthly branded searches moved from 74K to 60.5K.
  • Across the 12 months ending September 2026, Uniqlo’s share of searches among underwear brands worldwide moved from 68.2% to 65.1%, and its estimated monthly branded searches moved from 16.6M to 13.6M.

How did search popularity change for underwear brands worldwide in September 2026?

2 changes

  1. In September 2026, Uniqlo gained share of searches among underwear brands worldwide, from 63.2% to 65.1%.

  2. Estimated monthly branded searches for SKIMS worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

How are branded searches counted?

2 search terms

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

SKIMS

1 branded search term

  • skims bra

Uniqlo

1 branded search term

  • uniqlo

How the Brand Demand Index is measured

Other head-to-heads among underwear brands

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