How popular isGuess in search?
In August 2026, there were an estimated 9K branded searches for Guess in New Zealand which is up 56.4% over the last 11 months. Guess holds 8.8% estimated Share of Search among New Zealand premium fashion brands and is ranked 4th of 6 competitors for search popularity.
Calvin Klein33.1%Tommy Hilfiger23.9%
Ralph Lauren21%
Guess8.8%
Hugo Boss7.4%
Lacoste5.9%
Follow Guess 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
Which premium fashion brands compete with Guess?
Share of Search by month for Calvin Klein, Tommy Hilfiger, Ralph Lauren, Guess, Hugo Boss, Lacoste. The figures are in the table below the chart.
View monthly share of search table
| Month | Calvin Klein | Tommy Hilfiger | Ralph Lauren | Guess | Hugo Boss | Lacoste |
|---|---|---|---|---|---|---|
| Oct 2025 | 32% | 28.6% | 19.2% | 6% | 6.8% | 7.4% |
| Nov 2025 | 35.5% | 29.5% | 16.8% | 7% | 5.4% | 5.9% |
| Dec 2025 | 35.9% | 27.3% | 17.2% | 7.6% | 5.9% | 6.1% |
| Jan 2026 | 35.2% | 26.4% | 18.8% | 7% | 6.2% | 6.4% |
| Feb 2026 | 38.2% | 22.5% | 20.4% | 5.9% | 6.4% | 6.6% |
| Mar 2026 | 41% | 23.8% | 19.1% | 5% | 5.6% | 5.5% |
| Apr 2026 | 36.6% | 28.1% | 18.6% | 5.9% | 5.4% | 5.3% |
| May 2026 | 37.3% | 27.4% | 18.1% | 6.5% | 5.8% | 4.9% |
| Jun 2026 | 37.2% | 26.3% | 18.7% | 6.8% | 6% | 4.9% |
| Jul 2026 | 35.8% | 27.8% | 18.8% | 6.5% | 6.2% | 4.8% |
| Aug 2026 | 33.1% | 23.9% | 21% | 8.8% | 7.4% | 5.9% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 33.1% | 33.8K | -13.8% | -2.7 points | |
| 2, held 2nd | 23.9% | 24.4K | -20.1% | -4 points | |
| 3, held 3rd | 21% | 21.4K | +3.9% | +2.1 points | |
| 4, held 4th | 8.8% | 9K | +25.8% | +2.3 points | |
| 5, held 5th | 7.4% | 7.5K | +11.1% | +1.2 points | |
| 6, held 6th | 5.9% | 6K | +14.6% | +1.1 points |
33.1%
held 1st · 33.8K estimated branded searches · -13.8% vs prior month · -2.7 points
23.9%
held 2nd · 24.4K estimated branded searches · -20.1% vs prior month · -4 points
21%
held 3rd · 21.4K estimated branded searches · +3.9% vs prior month · +2.1 points
4.
Guess8.8%
held 4th · 9K estimated branded searches · +25.8% vs prior month · +2.3 points
7.4%
held 5th · 7.5K estimated branded searches · +11.1% vs prior month · +1.2 points
6.
Lacoste5.9%
held 6th · 6K estimated branded searches · +14.6% vs prior month · +1.1 points
Compare search popularity between Guess and its closest rivals
How has branded search demand for Guess changed in New Zealand over the last 12 months?
4 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Guess in New Zealand rose from 5.7K to 9K.
- Across the 11 months ending August 2026, Guess’ estimated Share of Search among premium fashion brands in New Zealand increased from 6% to 8.8%.
- Across the 11 months ending August 2026, Guess’ estimated Share of Search among premium fashion brands in New Zealand peaked at 8.8% in August 2026 and was lowest at 5% in March 2026.
- Across the 11 months ending August 2026, Guess rose from 6th to 4th among premium fashion brands in New Zealand.
How did search popularity change for New Zealand premium fashion brands in August 2026?
6 changes
In August 2026, Guess gained estimated Share of Search among premium fashion brands in New Zealand, from 6.5% to 8.8%.
In August 2026, Ralph Lauren gained estimated Share of Search among premium fashion brands in New Zealand, from 18.8% to 21%.
In August 2026, Hugo Boss gained estimated Share of Search among premium fashion brands in New Zealand, from 6.2% to 7.4%.
In August 2026, Lacoste gained estimated Share of Search among premium fashion brands in New Zealand, from 4.8% to 5.9%.
In August 2026, Tommy Hilfiger lost estimated Share of Search among premium fashion brands in New Zealand, from 27.8% to 23.9%.
In August 2026, Calvin Klein lost estimated Share of Search among premium fashion brands in New Zealand, from 35.8% to 33.1%.
How is Guess measured?
Brandwave collects information about searches that people make online using Guess’ 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.
9 branded search terms
- guess bags
- guess clothing
- guess clothing outlet
- guess clothing store
- guess fashion
- guess jeans
- guess nz
- guess polo
- marciano guess clothing
Do you work for Guess? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Guess 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.