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 23% of all New Zealand women's fashion retailer searches, placing Glassons second out of ten retailers. When we asked both ChatGPT and Google AI Overviews about women's fashion retailers, Glassons appeared in three of the five answers and was the most recommended of the ten.

Search and AI answers in September 2026

Glassons is the second most searched of 10 competitors and the most recommended in AI answers.

  1. Cotton OnShare of searches 30%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. GlassonsShare of searches 23%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. PostieShare of searches 14.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. Country RoadShare of searches 10%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. H&MShare of searches 7.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

+5 more

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Top women's fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Glassons was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Glassons is the most recommended of the ten.

Most recommended by AI

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

  1. Glassons1st
  2. Max2nd
  3. Flo & Frankie3rd
  4. Witchery4th
  5. Country Road5th
  6. Postie6th
  7. H&M7th
  8. Cotton On–
  9. Zara–
  10. Seed Heritage–

Mentioned by AI

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

  • Glassons3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Max3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Postie2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Flo & Frankie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Country Road1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • H&M1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Witchery1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cotton On0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zara0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Seed Heritage0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about women's fashion retailers

5 answers

  • Asked ChatGPT

    “Which women's fashion retailer should I shop at in New Zealand?”

    1. 1Glassons
    2. 2Flo & Frankie
    3. 3Max
    4. 4Postie

  • Asked ChatGPT

    “What are the best women's fashion retailers in New Zealand?”

    1. 1Glassons
    2. 2Country Road
    3. 3Flo & Frankie
    4. 4Max
    5. 5H&M

  • Asked ChatGPT

    “What's the best women's fashion retailer in New Zealand for everyday clothing?”

    1. 1Glassons

  • Searched Google, AI Overview

    “women's fashion nz”

    1. 1Witchery
    2. 2Max

  • Searched Google, AI Overview

    “women's clothing stores nz”

    1. 1Postie

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 women's fashion retailers compete with Glassons?

Glassons against women's fashion retailers in New Zealand, by month

Share of searches by month for Cotton On, Glassons, Postie, Country Road, H&M, Zara, Max, Witchery. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnGlassonsPostieCountry RoadH&MZaraMaxWitcherySeed HeritageFlo & Frankie
Oct 202530.4%23.4%14.4%8.5%8.7%6%3.7%2.6%1.8%0.57%
Nov 202534.5%22%13.4%9.6%7%5.6%3.1%2.4%1.7%0.53%
Dec 202534%22.1%13.5%9.6%8.1%5.5%3%2%1.7%0.53%
Jan 202631.6%24.2%12.2%8.7%8.7%6.2%3.3%2.7%1.9%0.59%
Feb 202632.9%25.4%12.9%7.5%7.5%6.4%2.9%2.3%1.6%0.5%
Mar 202632%24.8%12.6%8.9%7.6%6.5%3.4%2.2%1.5%0.4%
Apr 202630.9%24.2%14.9%8.7%7.5%6.3%3.5%2.2%1.5%0.39%
May 202631.1%23.8%14.7%8.6%7.4%6.2%3.3%2.6%1.8%0.39%
Jun 202634%21.9%13.5%7.9%7.6%7%3.6%2.4%1.6%0.36%
Jul 202638.1%21.5%13.2%6.4%7.2%6.8%3.1%2%1.3%0.42%
Aug 202630.4%23.3%14.3%8.4%7.9%7.3%3.9%2.6%1.7%0.45%
Sep 202630%23%14.1%10%7.4%7.1%3.8%2.5%1.7%0.45%

  1. 1.Cotton On

    30%

    Held 1st. 194K estimated branded searches, +0.3% vs prior month. Share -0.4 points.

  2. 2.Glassons

    23%

    Held 2nd. 149K estimated branded searches, +0.41% vs prior month. Share -0.3 points.

  3. 3.Postie

    14.1%

    Held 3rd. 91.2K estimated branded searches, +0.12% vs prior month. Share -0.2 points.

  4. 4.Country Road

    10%

    Held 4th. 64.6K estimated branded searches, +20.9% vs prior month. Share +1.6 points.

  5. 5.H&M

    7.4%

    Held 5th. 47.7K estimated branded searches, -5% vs prior month. Share -0.5 points.

  6. 6.Zara

    7.1%

    Held 6th. 45.9K estimated branded searches, -0.91% vs prior month. Share -0.2 points.

  7. 7.Max

    3.8%

    Held 7th. 24.9K estimated branded searches, +1.3% vs prior month. Share 0 points.

  8. 8.Witchery

    2.5%

    Held 8th. 16.4K estimated branded searches, +0.8% vs prior month. Share 0 points.

  9. 9.Seed Heritage

    1.7%

    Held 9th. 11.3K estimated branded searches, +3.3% vs prior month. Share 0 points.

  10. 10.Flo & Frankie

    0.45%

    Held 10th. 2.9K estimated branded searches, 0% vs prior month. Share 0 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?

2 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 women's fashion retailers in New Zealand peaked at 25.4% in February 2026 and was lowest at 21.5% in July 2026.

How did search popularity change for New Zealand women's fashion retailers in September 2026?

4 changes

  1. In September 2026, Country Road gained share of searches among women's fashion retailers in New Zealand, from 8.4% to 10%.

  2. In September 2026, H&M lost share of searches among women's fashion retailers in New Zealand, from 7.9% to 7.4%.

  3. Estimated monthly branded searches for Zara in New Zealand rose 20.8% over 12 measured months, from 38K to 45.9K in September 2026.

  4. Estimated monthly branded searches for Flo & Frankie in New Zealand fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

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%Shown above
Online fashion retailers2nd of 1423%Show ranking
Denim brands3rd of 89.5%Show ranking
Creator with pink hair and a pink jacket

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