Brandwave

How popular isAssembly Label?

In September 2026, people searched for Assembly Label by name about 18,500 times in New Zealand, a 22% increase from the previous year. These searches made up 12.3% of all New Zealand womenswear label searches, placing Assembly Label fourth out of 13 labels. When we asked both ChatGPT and Google AI Overviews about womenswear labels, Assembly Label did not appear in any of the answers.

Search and AI answers in September 2026

Assembly Label is the fourth most searched of 13 competitors and not listed in any AI answer.

  1. Shine OnShare of searches 23%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Forever NewShare of searches 20.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. YouKnow ClothingShare of searches 16.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Assembly LabelShare of searches 12.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Caroline EveShare of searches 7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+8 more

Assembly Label website (opens in a new tab)

Follow Assembly Label 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

Top womenswear labels in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Assembly Label did not appear in any of the five answers.

Most recommended by AI

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

  1. Juliette Hogan1st
  2. Paris Georgia2nd
  3. RUBY2nd
  4. Kowtow4th
  5. Forever New5th
  6. Maggie Marilyn5th
  7. Augustine5th
  8. Shine On–
  9. YouKnow Clothing–
  10. Assembly Label–
  11. +3 more

Mentioned by AI

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

  • Juliette Hogan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Maggie Marilyn3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • RUBY3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Augustine2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Paris Georgia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kowtow2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Forever New1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shine On0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • YouKnow Clothing0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Assembly Label0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about womenswear labels

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which womenswear labels compete with Assembly Label?

Assembly Label against womenswear labels in New Zealand, by month

Share of searches by month for Shine On, Forever New, YouKnow Clothing, Assembly Label, Caroline Eve, Annah Stretton, Juliette Hogan, Hyde Boutique, Maggie Marilyn. The figures are in the table below the chart.

View monthly share of searches table
MonthShine OnForever NewYouKnow ClothingAssembly LabelCaroline EveAnnah StrettonJuliette HoganHyde BoutiqueMaggie MarilynAugustineParis GeorgiaRUBYKowtow
Oct 202522.6%19.2%17.8%9.6%8.3%7%4.2%5.1%2.3%1%1%1.1%0.82%
Nov 202520.1%17%29.2%8.5%6.1%7.4%3%3.7%1.7%0.74%1.1%0.82%0.6%
Dec 202522.2%18.7%21.3%11.4%6.6%6.6%3.3%4.1%2.2%0.98%0.8%1.1%0.62%
Jan 202622%18.8%17.4%11.5%6.7%6.6%4.1%6.1%2.7%0.98%1.2%1.3%0.75%
Feb 202622.3%19%17.8%11.7%6.8%5.5%4.2%5.1%2.8%1.9%1.2%0.98%0.77%
Mar 202619.6%17.2%19.4%15.6%5.9%6.1%3.7%5.6%3.1%0.89%1.1%0.95%0.89%
Apr 202620%17.5%26.5%13.3%6.1%4.2%3.2%3.8%2.1%0.76%0.76%0.81%0.93%
May 202620.5%18%22.1%16.4%6.1%5%3.2%3.9%1.8%0.59%0.95%0.71%0.77%
Jun 202618.6%19.5%22.5%14.8%5.5%4.5%2.9%6.4%2.4%0.65%0.65%0.78%0.84%
Jul 202617.1%15.3%33.5%11.2%5.2%5.3%3.3%4%2.2%0.43%0.96%0.72%0.78%
Aug 202618%19.2%21.9%11.7%8.2%5.7%5.2%4.2%2.8%0.56%0.82%0.76%0.82%
Sep 202623%20.2%16.6%12.3%7%6.1%4.4%4.4%2.4%1.1%1.1%0.8%0.59%

  1. 1.Shine On

    23%

    Moved from 3rd to 1st. 34.6K estimated branded searches, +21.5% vs prior month. Share +5 points.

  2. 2.Forever New

    20.2%

    Held 2nd. 30.4K estimated branded searches, +0.6% vs prior month. Share +1.1 points.

  3. 3.YouKnow Clothing

    16.6%

    Moved from 1st to 3rd. 24.9K estimated branded searches, -27.9% vs prior month. Share -5.3 points.

  4. 4.Assembly Label

    12.3%

    Held 4th. 18.5K estimated branded searches, -0.16% vs prior month. Share +0.6 points.

  5. 5.Caroline Eve

    7%

    Held 5th. 10.6K estimated branded searches, -18.6% vs prior month. Share -1.2 points.

  6. 6.Annah Stretton

    6.1%

    Held 6th. 9.2K estimated branded searches, +1.3% vs prior month. Share +0.4 points.

  7. 7.Juliette Hogan

    4.4%

    Held 7th. 6.6K estimated branded searches, -18.7% vs prior month. Share -0.8 points.

  8. 8.Hyde Boutique

    4.4%

    Held 8th. 6.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

  9. 9.Maggie Marilyn

    2.4%

    Held 9th. 3.6K estimated branded searches, -19% vs prior month. Share -0.4 points.

  10. 10.Augustine

    1.1%

    Moved from 13th to 10th. 1.6K estimated branded searches, +81.8% vs prior month. Share +0.5 points.

  11. 11.Paris Georgia

    1.1%

    Held 11th. 1.6K estimated branded searches, +23.1% vs prior month. Share +0.2 points.

  12. 12.RUBY

    0.8%

    Held 12th. 1.2K estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.Kowtow

    0.59%

    Moved from 10th to 13th. 880 estimated branded searches, -32.3% vs prior month. Share -0.2 points.

Compare popularity between Assembly Label and its closest rivals

Every comparison with Assembly Label

12 comparisons

How has branded search demand for Assembly Label changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Assembly Label in New Zealand rose from 15.1K to 18.5K.
  • Across the 12 months ending September 2026, Assembly Label’s share of searches among womenswear labels in New Zealand increased from 9.6% to 12.3%.
  • Across the 12 months ending September 2026, Assembly Label’s share of searches among womenswear labels in New Zealand peaked at 16.4% in May 2026 and was lowest at 8.5% in November 2025.

How did search popularity change for New Zealand womenswear labels in September 2026?

6 changes

  1. In September 2026, Shine On overtook YouKnow Clothing and Forever New to become the leader among womenswear labels in New Zealand, with 23% of the searches.

  2. In September 2026, Augustine overtook Kowtow and 2 others to rank 10th among womenswear labels in New Zealand, with 1.1% of the searches.

  3. In September 2026, Forever New gained share of searches among womenswear labels in New Zealand, from 19.2% to 20.2%.

  4. In September 2026, Assembly Label gained share of searches among womenswear labels in New Zealand, from 11.7% to 12.3%.

  5. In September 2026, YouKnow Clothing lost share of searches among womenswear labels in New Zealand, from 21.9% to 16.6%.

  6. In September 2026, Caroline Eve lost share of searches among womenswear labels in New Zealand, from 8.2% to 7%.

How are Assembly Label’s branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Assembly Label’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • assembly label
  • assembly label cashmere
  • assembly label dresses
  • assembly label knits
  • assembly label outlet
  • assembly label trench
  • assemblylabel

Do you work for Assembly Label? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Assembly Label your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free