Brandwave

How popular isDior?

In September 2026, people searched for Dior by name about 5,430 times in New Zealand, a 30.5% increase from the previous year. These searches made up 4.4% of all New Zealand luxury fashion house searches, placing Dior seventh out of nine houses. When we asked both ChatGPT and Google AI Overviews about luxury fashion houses, Dior appeared in four of the five answers and was the fourth most recommended of the nine.

Search and AI answers in September 2026

Dior is the seventh most searched of 9 competitors and the fourth most recommended in AI answers.

  1. Louis VuittonShare of searches 27.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. ChanelShare of searches 16.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. GucciShare of searches 15.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 9th
  4. PradaShare of searches 14%Mentioned in 5 of 5 AI answersPlace in AI recommendations 5th
  5. DiorShare of searches 4.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th

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Top luxury fashion houses in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dior was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Dior is the fourth most recommended of the nine.

Most recommended by AI

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

  1. Louis Vuitton1st
  2. Chanel2nd
  3. Saint Laurent3rd
  4. Dior4th
  5. Prada5th
  6. Hermès6th
  7. Bottega Veneta7th
  8. Loewe8th
  9. Gucci9th

Mentioned by AI

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

  • Prada5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Louis Vuitton4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Chanel4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gucci4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Saint Laurent4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dior4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bottega Veneta3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hermès2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Loewe2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about luxury fashion houses

5 answers

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

Which luxury fashion houses compete with Dior?

Dior against luxury fashion houses in New Zealand, by month

Share of searches by month for Louis Vuitton, Chanel, Gucci, Prada, Saint Laurent, Hermès, Dior. The figures are in the table below the chart.

View monthly share of searches table
MonthLouis VuittonChanelGucciPradaSaint LaurentHermèsDiorLoeweBottega Veneta
Oct 202529.7%14.2%17.5%13.4%11.1%7.7%3.5%2%1.1%
Nov 202527.6%14.9%17.2%15.5%12.3%7.1%3.3%1.4%0.75%
Dec 202527.6%17%15.8%15.6%11.4%7.1%3.3%1.3%0.86%
Jan 202629.2%15.5%15.3%14%11.8%8%3.6%1.5%1.1%
Feb 202628.7%16.4%16.2%14.2%11%7.8%3.2%1.5%0.95%
Mar 202629.8%16%15.2%13.3%11.3%8.3%3.4%1.4%1.1%
Apr 202630%15.1%16.1%14.2%10.9%8.2%3.1%1.4%1.1%
May 202627.4%19.5%15.9%12.6%10.1%8.6%3.4%1.4%0.98%
Jun 202625.2%25.7%13.5%11.7%10%8.3%3.4%1.5%0.76%
Jul 202629.1%17.6%14.9%13.8%11%7.9%3.5%1.3%0.82%
Aug 202625.4%18.2%14.5%14.4%11.6%8.2%5.3%1.5%1%
Sep 202627.1%16.6%15.1%14%12.7%7.5%4.4%1.5%1.1%

  1. 1.Louis Vuitton

    27.1%

    Held 1st. 33.5K estimated branded searches, +1.2% vs prior month. Share +1.7 points.

  2. 2.Chanel

    16.6%

    Held 2nd. 20.4K estimated branded searches, -13.4% vs prior month. Share -1.6 points.

  3. 3.Gucci

    15.1%

    Held 3rd. 18.6K estimated branded searches, -1.2% vs prior month. Share +0.6 points.

  4. 4.Prada

    14%

    Held 4th. 17.3K estimated branded searches, -7.2% vs prior month. Share -0.3 points.

  5. 5.Saint Laurent

    12.7%

    Held 5th. 15.7K estimated branded searches, +4.6% vs prior month. Share +1.2 points.

  6. 6.Hermès

    7.5%

    Held 6th. 9.2K estimated branded searches, -13.8% vs prior month. Share -0.8 points.

  7. 7.Dior

    4.4%

    Held 7th. 5.4K estimated branded searches, -21.4% vs prior month. Share -0.9 points.

  8. 8.Loewe

    1.5%

    Held 8th. 1.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Bottega Veneta

    1.1%

    Held 9th. 1.3K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Dior and its closest rivals

Every comparison with Dior

12 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Dior in New Zealand rose from 4.2K to 5.4K.
  • Across the 12 months ending September 2026, Dior’s share of searches among luxury fashion houses in New Zealand increased from 3.5% to 4.4%.
  • Across the 12 months ending September 2026, Dior’s share of searches among luxury fashion houses in New Zealand peaked at 5.3% in August 2026 and was lowest at 3.1% in April 2026.

How did search popularity change for New Zealand luxury fashion houses in September 2026?

6 changes

  1. In September 2026, Louis Vuitton gained share of searches among luxury fashion houses in New Zealand, from 25.4% to 27.1%.

  2. In September 2026, Saint Laurent gained share of searches among luxury fashion houses in New Zealand, from 11.6% to 12.7%.

  3. In September 2026, Gucci gained share of searches among luxury fashion houses in New Zealand, from 14.5% to 15.1%.

  4. In September 2026, Chanel lost share of searches among luxury fashion houses in New Zealand, from 18.2% to 16.6%.

  5. In September 2026, Dior lost share of searches among luxury fashion houses in New Zealand, from 5.3% to 4.4%.

  6. In September 2026, Hermès lost share of searches among luxury fashion houses in New Zealand, from 8.2% to 7.5%.

How are Dior’s branded searches counted?

7 search terms

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

  • dior bag
  • dior handbag
  • dior lip oil
  • dior shoes
  • dior wallet
  • homme dior
  • john galliano dior

How the Brand Demand Index is measured

Who owns Dior?

Dior is owned by LVMH. Brandwave also tracks TAG Heuer, Loewe, Louis Vuitton, Maison Francis Kurkdjian, Moët & Chandon and Veuve Clicquot, owned by the same company, in New Zealand.

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

Where does Dior compete?

Dior is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Luxury fashion houses7th of 94.4%Shown above
Face palette brands2nd of 521.6%Show ranking
Creator with pink hair and a pink jacket

Is Dior 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.

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