Brandwave

How popular isGlassons?

In September 2026, people searched for Glassons by name about 149,000 times in New Zealand, about the same as the previous year. These searches made up 9.5% of all New Zealand denim brand searches, placing Glassons third out of eight brands. When we asked both ChatGPT and Google AI Overviews about denim brands, Glassons appeared in two of the five answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Glassons is the third most searched of 8 competitors and the fifth most recommended in AI answers.

  1. Levi'sShare of searches 33.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. AbrandShare of searches 21.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. GlassonsShare of searches 9.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  4. KsubiShare of searches 9.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. Nudie JeansShare of searches 9.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

+3 more

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Top denim brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Glassons was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Glassons is the fifth most recommended of the eight.

Most recommended by AI

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

  1. Levi's1st
  2. Neuw2nd
  3. Lee3rd
  4. Nudie Jeans4th
  5. Glassons5th
  6. Wrangler6th
  7. Ksubi7th
  8. Abrand–

Mentioned by AI

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

  • Levi's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Neuw4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wrangler3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lee3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Glassons2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nudie Jeans2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ksubi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Abrand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about denim brands

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 21, 2026.

Which denim brands compete with Glassons?

Glassons against denim brands in New Zealand, by month

Share of searches by month for Levi's, Abrand, Glassons, Ksubi, Nudie Jeans, Neuw, Wrangler, Lee. The figures are in the table below the chart.

View monthly share of searches table
MonthLevi'sAbrandGlassonsKsubiNudie JeansNeuwWranglerLee
Oct 202538.4%19%8.4%8.4%10.9%6.8%4.8%3.3%
Nov 202537%20.6%7.1%10.5%10.5%6.4%4.6%3.2%
Dec 202534.4%21.8%6.8%12.2%12.2%5.7%4.5%2.4%
Jan 202632.8%20.4%8%11.9%11.9%6.3%5.8%2.9%
Feb 202635%20.3%8.4%9.6%9.6%8%5.4%3.7%
Mar 202634.1%19.5%11%11%9%8.8%3.8%2.7%
Apr 202630.2%22.6%10.6%8.6%10.6%9.5%5.4%2.6%
May 202631.6%19.1%9.9%8%11.7%8.8%7.9%3%
Jun 202636.4%18.9%9.8%7.9%11.6%6.8%5.6%2.9%
Jul 202629.3%21.6%10.2%8.3%12.1%8.3%7.1%3.1%
Aug 202642.2%18.2%8.6%7%8.6%6.6%6.4%2.6%
Sep 202633.9%21.2%9.5%9.5%9.5%9%5.1%2.3%

  1. 1.Levi's

    33.9%

    Held 1st. 4.6K estimated branded searches, -41.2% vs prior month. Share -8.3 points.

  2. 2.Abrand

    21.2%

    Held 2nd. 2.9K estimated branded searches, -15% vs prior month. Share +2.9 points.

  3. 3.Glassons

    9.5%

    Held 3rd. 1.3K estimated branded searches, -18.8% vs prior month. Share +0.9 points.

  4. 4.Ksubi

    9.5%

    Moved from 5th to 4th. 1.3K estimated branded searches, 0% vs prior month. Share +2.6 points.

  5. 5.Nudie Jeans

    9.5%

    Moved from 4th to 5th. 1.3K estimated branded searches, -18.8% vs prior month. Share +0.9 points.

  6. 6.Neuw

    9%

    Held 6th. 1.2K estimated branded searches, 0% vs prior month. Share +2.4 points.

  7. 7.Wrangler

    5.1%

    Held 7th. 690 estimated branded searches, -42% vs prior month. Share -1.3 points.

  8. 8.Lee

    2.3%

    Held 8th. 320 estimated branded searches, -33.3% vs prior month. Share -0.2 points.

Compare popularity between Glassons and its closest rivals

Every comparison with Glassons

26 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Glassons in New Zealand held steady at 149K.
  • Across the 12 months ending September 2026, Glassons’ share of searches among denim brands in New Zealand increased from 8.4% to 9.5%.
  • Across the 12 months ending September 2026, Glassons’ share of searches among denim brands in New Zealand peaked at 11% in March 2026 and was lowest at 6.8% in December 2025.
  • Across the 12 months ending September 2026, Glassons rose from 4th to 3rd among denim brands in New Zealand.

How did search popularity change for New Zealand denim brands in September 2026?

6 changes

  1. In September 2026, Ksubi overtook Nudie Jeans to rank 4th among denim brands in New Zealand, with 9.5% of the searches.

  2. In September 2026, Abrand gained share of searches among denim brands in New Zealand, from 18.2% to 21.2%.

  3. In September 2026, Neuw gained share of searches among denim brands in New Zealand, from 6.6% to 9%.

  4. In September 2026, Glassons gained share of searches among denim brands in New Zealand, from 8.6% to 9.5%.

  5. In September 2026, Nudie Jeans gained share of searches among denim brands in New Zealand, from 8.6% to 9.5%.

  6. In September 2026, Levi's lost share of searches among denim brands in New Zealand, from 42.2% to 33.9%.

How are Glassons’ branded searches counted?

18 search terms

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

  • clothing glassons
  • glassons
  • glassons activewear
  • glassons bayfair
  • glassons dresses
  • glassons jeans
  • glassons knits
  • glassons lambton quay
  • glassons linen pants
  • glassons merino
  • glassons northlands
  • glassons outlet
  • glassons pants
  • glassons sale
  • glassons shirt
  • glassons shorts
  • glassons sylvia park
  • glassons tops

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How the Brand Demand Index is measured

Where does Glassons compete?

Glassons is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Women's fashion retailers2nd of 1023%Show ranking
Online fashion retailers2nd of 1423%Show ranking
Denim brands3rd of 89.5%Shown above
Creator with pink hair and a pink jacket

Is Glassons your brand?

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