--- title: "Dickies: search popularity in New Zealand" description: "Dickies makes workwear and work pants. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/dickies" publisher: "Brandwave" --- # Dickies: search popularity in New Zealand Dickies makes workwear and work pants. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Dickies - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among cargo shorts brands**: 0.01% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Cargo shorts brands | 10 | 0.01% | 40 | | Cargo pants brands | 7 | 0.01% | 40 | | Workwear brands | 10 | 1.4% | 690 | - [Cargo shorts brands](/demand/nz/categories/nz-cargo-shorts-brands) - [Cargo pants brands](/demand/nz/categories/nz-cargo-pants-brands) - [Workwear brands](/demand/nz/categories/nz-workwear-brands) ## Top cargo shorts brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Dickies did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Mountain Warehouse | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Hard Yakka | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Kathmandu | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Stoney Creek | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Cotton On | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | AS Colour | 6th | 0 of 3 | 2 of 2 | 2 of 5 | | Helly Hansen | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Lee | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Wrangler | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Dickies | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about cargo shorts brands - Asked ChatGPT "Which cargo shorts brand should I buy in New Zealand?": 1. Hard Yakka, 2. Mountain Warehouse, 3. Helly Hansen, 4. Cotton On - Asked ChatGPT "What are the best cargo shorts brands in New Zealand?": 1. Hard Yakka, 2. Stoney Creek, 3. Kathmandu, 4. Cotton On, 5. Helly Hansen - Asked ChatGPT "What's the best cargo shorts brand in New Zealand for hot weather wear?": 1. Kathmandu, 2. Stoney Creek, 3. Mountain Warehouse - Searched Google, AI Overview "cargo shorts nz": 1. Mountain Warehouse, 2. Cotton On, 3. AS Colour, 4. Hard Yakka - Searched Google, AI Overview "mens cargo shorts": 1. Mountain Warehouse, 2. AS Colour Not named in any answer: Lee, Wrangler and Dickies. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How has branded search demand for Dickies changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Dickies in New Zealand fell from 870 to 690. - Across the 12 months ending September 2026, Dickies’ share of searches among cargo shorts brands in New Zealand held steady at 0.01%. - Across the 12 months ending September 2026, Dickies’ share of searches among cargo pants brands in New Zealand held steady at 0.01%. - Across the 12 months ending September 2026, Dickies’ share of searches among workwear brands in New Zealand peaked at 2.3% in May 2026 and was lowest at 1% in December 2025. - Across the 12 months ending September 2026, Dickies fell from 9th to 10th among workwear brands in New Zealand. ## How did search popularity change for New Zealand cargo shorts brands in September 2026? - In September 2026, Cotton On gained share of searches among cargo shorts brands in New Zealand, from 48.9% to 55.7%. - In September 2026, Mountain Warehouse lost share of searches among cargo shorts brands in New Zealand, from 18.8% to 14.3%. - In September 2026, Kathmandu lost share of searches among cargo shorts brands in New Zealand, from 17.7% to 16.6%. - In September 2026, AS Colour lost share of searches among cargo shorts brands in New Zealand, from 10.3% to 9.5%. - Stoney Creek’s share of searches among cargo shorts brands in New Zealand has lost ground for 3 months in a row, from 4.5% to 2.9% in September 2026. - Estimated monthly branded searches for Lee in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026. ## How did search popularity change for New Zealand cargo pants brands in September 2026? - In September 2026, Cotton On gained share of searches among cargo pants brands in New Zealand, from 62.3% to 69.4%. - In September 2026, I Love Ugly lost share of searches among cargo pants brands in New Zealand, from 13.1% to 8%. - In September 2026, Kathmandu lost share of searches among cargo pants brands in New Zealand, from 22.6% to 20.7%. - Estimated monthly branded searches for Lee in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026. ## How did search popularity change for New Zealand workwear brands in September 2026? - In September 2026, Kaiwaka overtook Carhartt WIP to rank 2nd among workwear brands in New Zealand, with 19.4% of the searches. - In September 2026, Bison gained share of searches among workwear brands in New Zealand, from 3.9% to 5%. - In September 2026, Carhartt WIP gained share of searches among workwear brands in New Zealand, from 18.2% to 19.2%. - In September 2026, Hard Yakka gained share of searches among workwear brands in New Zealand, from 2.8% to 3.6%. - In September 2026, Swanndri lost share of searches among workwear brands in New Zealand, from 40.8% to 34%. - FXD’s share of searches among workwear brands in New Zealand has gained ground for 3 months in a row, from 2% to 2.8% in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Cargo shorts brands | 40 | 0.01% | 10 | | Nov 2025 | Cargo shorts brands | 30 | <0.01% | 10 | | Dec 2025 | Cargo shorts brands | 10 | <0.01% | 10 | | Jan 2026 | Cargo shorts brands | 20 | <0.01% | 10 | | Feb 2026 | Cargo shorts brands | 30 | <0.01% | 10 | | Mar 2026 | Cargo shorts brands | 20 | <0.01% | 10 | | Apr 2026 | Cargo shorts brands | 30 | <0.01% | 10 | | May 2026 | Cargo shorts brands | 10 | <0.01% | 10 | | Jun 2026 | Cargo shorts brands | 30 | <0.01% | 10 | | Jul 2026 | Cargo shorts brands | 20 | <0.01% | 10 | | Aug 2026 | Cargo shorts brands | 30 | <0.01% | 10 | | Sep 2026 | Cargo shorts brands | 40 | 0.01% | 10 | | Oct 2025 | Cargo pants brands | 40 | 0.01% | 7 | | Nov 2025 | Cargo pants brands | 30 | <0.01% | 7 | | Dec 2025 | Cargo pants brands | 10 | <0.01% | 7 | | Jan 2026 | Cargo pants brands | 20 | <0.01% | 7 | | Feb 2026 | Cargo pants brands | 30 | 0.01% | 7 | | Mar 2026 | Cargo pants brands | 20 | <0.01% | 7 | | Apr 2026 | Cargo pants brands | 30 | <0.01% | 7 | | May 2026 | Cargo pants brands | 10 | <0.01% | 7 | | Jun 2026 | Cargo pants brands | 30 | <0.01% | 7 | | Jul 2026 | Cargo pants brands | 20 | <0.01% | 7 | | Aug 2026 | Cargo pants brands | 30 | <0.01% | 7 | | Sep 2026 | Cargo pants brands | 40 | 0.01% | 7 | | Oct 2025 | Workwear brands | 870 | 1.8% | 9 | | Nov 2025 | Workwear brands | 660 | 1.2% | 9 | | Dec 2025 | Workwear brands | 550 | 1% | 9 | | Jan 2026 | Workwear brands | 660 | 1.3% | 9 | | Feb 2026 | Workwear brands | 640 | 1.4% | 9 | | Mar 2026 | Workwear brands | 1.1K | 1.8% | 9 | | Apr 2026 | Workwear brands | 1.5K | 2.2% | 7 | | May 2026 | Workwear brands | 1.6K | 2.3% | 7 | | Jun 2026 | Workwear brands | 1.6K | 2.1% | 7 | | Jul 2026 | Workwear brands | 950 | 1.4% | 9 | | Aug 2026 | Workwear brands | 870 | 1.4% | 10 | | Sep 2026 | Workwear brands | 690 | 1.4% | 10 | ## How are Dickies’ branded searches counted? Brandwave collects information about searches that people make online using Dickies’ 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. - “coveralls dickies” - “dickies overalls” - “dickies work coat” - “dickies work pants” - “dickies work shirts” - “dickies work shorts” - “dickies workwear” ## Which cargo shorts brands compete with Dickies? - [Cotton On](/demand/nz/brands/cotton-on) - [Kathmandu](/demand/nz/brands/kathmandu) - [Mountain Warehouse](/demand/nz/brands/mountain-warehouse) - [AS Colour](/demand/nz/brands/as-colour) - [Stoney Creek](/demand/nz/brands/stoney-creek): Head-to-head: /demand/nz/compare/dickies-vs-stoney-creek - [Hard Yakka](/demand/nz/brands/hard-yakka): Head-to-head: /demand/nz/compare/dickies-vs-hard-yakka - [Helly Hansen](/demand/nz/brands/helly-hansen): Head-to-head: /demand/nz/compare/dickies-vs-helly-hansen - [Lee](/demand/nz/brands/lee-jeans): Head-to-head: /demand/nz/compare/dickies-vs-lee-jeans - [Wrangler](/demand/nz/brands/wrangler): Head-to-head: /demand/nz/compare/dickies-vs-wrangler ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Dickies: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/dickies This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/dickies. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.