How popular isGuess?
In September 2026, people searched for Guess by name about 5,790 times in New Zealand, a 22.9% increase from the previous year. These searches made up 8.6% of all New Zealand premium fashion brand searches, placing Guess fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about premium fashion brands, Guess did not appear in any of the answers.
Guess is the fifth most searched of 8 competitors.
Calvin KleinShare of searches 24.7%Mentioned in 0 of 4 AI answers
Tommy HilfigerShare of searches 19.8%Mentioned in 0 of 4 AI answers
Ralph LaurenShare of searches 18.1%Mentioned in 0 of 4 AI answers
Untouched WorldShare of searches 15.3%Mentioned in 1 of 4 AI answers
GuessShare of searches 8.6%Mentioned in 0 of 4 AI answers
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Top premium fashion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Guess did not appear in any of the four answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Kowtow3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Untouched World1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Calvin Klein0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Tommy Hilfiger0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Ralph Lauren0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Guess0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hugo Boss0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Lacoste0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about premium fashion brands
4 answers
Asked ChatGPT
“Which premium fashion brand should I shop at in New Zealand?”
Asked ChatGPT
“What are the best premium fashion brands in New Zealand?”
Asked ChatGPT
“What's the best premium fashion brand in New Zealand for everyday style?”
Searched Google, AI Overview
“designer clothing nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“fashion brands nz”
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 premium fashion brands compete with Guess?
Share of searches by month for Calvin Klein, Tommy Hilfiger, Ralph Lauren, Untouched World, Guess, Hugo Boss, Lacoste. The figures are in the table below the chart.
View monthly share of searches table
| Month | Calvin Klein | Tommy Hilfiger | Ralph Lauren | Untouched World | Guess | Hugo Boss | Lacoste | Kowtow |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.8% | 21.3% | 18.6% | 15.4% | 7.5% | 7.1% | 6.3% | 2.1% |
| Nov 2025 | 27.9% | 22.4% | 15.9% | 12.4% | 8% | 6.5% | 5.6% | 1.5% |
| Dec 2025 | 27.6% | 22% | 15.8% | 11.8% | 9.5% | 6.5% | 5.6% | 1.1% |
| Jan 2026 | 24.5% | 19.7% | 17.2% | 15.9% | 8.6% | 6.6% | 6% | 1.5% |
| Feb 2026 | 28.1% | 15.2% | 16.4% | 20.2% | 6.6% | 6.2% | 5.6% | 1.7% |
| Mar 2026 | 28.6% | 17.4% | 16.6% | 19.5% | 5.8% | 5.6% | 4.8% | 1.9% |
| Apr 2026 | 25.8% | 21.3% | 16.3% | 17.6% | 6.8% | 5.3% | 4.7% | 2.3% |
| May 2026 | 24.6% | 21.5% | 15.5% | 18.8% | 7.8% | 5.7% | 4.4% | 1.7% |
| Jun 2026 | 23.5% | 21% | 16.7% | 17.2% | 8.3% | 6.7% | 4.6% | 1.9% |
| Jul 2026 | 23.7% | 22.7% | 16.7% | 16.2% | 8% | 6.2% | 4.6% | 1.8% |
| Aug 2026 | 19.7% | 17.7% | 20.2% | 17.8% | 9.9% | 7.4% | 5.5% | 1.8% |
| Sep 2026 | 24.7% | 19.8% | 18.1% | 15.3% | 8.6% | 7.1% | 5.2% | 1.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 24.7% | 16.6K | +18.5% | +4.9 pointsmoved from 2nd to 1st | |
| 2, moved from 4th to 2nd | 19.8% | 13.4K | +6.3% | +2.1 pointsmoved from 4th to 2nd | |
| 3, moved from 1st to 3rd | 18.1% | 12.2K | -15.1% | -2.1 pointsmoved from 1st to 3rd | |
| 4, moved from 3rd to 4th | 15.3% | 10.3K | -18.5% | -2.5 pointsmoved from 3rd to 4th | |
| 5, held 5th | 8.6% | 5.8K | -17.4% | -1.3 points | |
| 6, held 6th | 7.1% | 4.8K | -10% | -0.4 points | |
| 7, held 7th | 5.2% | 3.5K | -11.2% | -0.3 points | |
| 8, held 8th | 1.3% | 880 | -32.3% | -0.5 points |
24.7%
Moved from 2nd to 1st. 16.6K estimated branded searches, +18.5% vs prior month. Share +4.9 points.
19.8%
Moved from 4th to 2nd. 13.4K estimated branded searches, +6.3% vs prior month. Share +2.1 points.
18.1%
Moved from 1st to 3rd. 12.2K estimated branded searches, -15.1% vs prior month. Share -2.1 points.
15.3%
Moved from 3rd to 4th. 10.3K estimated branded searches, -18.5% vs prior month. Share -2.5 points.
5.
Guess8.6%
Held 5th. 5.8K estimated branded searches, -17.4% vs prior month. Share -1.3 points.
7.1%
Held 6th. 4.8K estimated branded searches, -10% vs prior month. Share -0.4 points.
7.
Lacoste5.2%
Held 7th. 3.5K estimated branded searches, -11.2% vs prior month. Share -0.3 points.
8.
Kowtow1.3%
Held 8th. 880 estimated branded searches, -32.3% vs prior month. Share -0.5 points.
Compare popularity between Guess and its closest rivals
Every comparison with Guess
7 comparisons
How has branded search demand for Guess changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Guess in New Zealand rose from 4.7K to 5.8K.
- Across the 12 months ending September 2026, Guess’ share of searches among premium fashion brands in New Zealand increased from 7.5% to 8.6%.
- Across the 12 months ending September 2026, Guess’ share of searches among premium fashion brands in New Zealand peaked at 9.9% in August 2026 and was lowest at 5.8% in March 2026.
How did search popularity change for New Zealand premium fashion brands in September 2026?
6 changes
In September 2026, Calvin Klein overtook Ralph Lauren to become the leader among premium fashion brands in New Zealand, with 24.7% of the searches.
In September 2026, Tommy Hilfiger overtook Ralph Lauren and Untouched World to rank 2nd among premium fashion brands in New Zealand, with 19.8% of the searches.
In September 2026, Untouched World lost share of searches among premium fashion brands in New Zealand, from 17.8% to 15.3%.
In September 2026, Ralph Lauren lost share of searches among premium fashion brands in New Zealand, from 20.2% to 18.1%.
In September 2026, Guess lost share of searches among premium fashion brands in New Zealand, from 9.9% to 8.6%.
In September 2026, Kowtow lost share of searches among premium fashion brands in New Zealand, from 1.8% to 1.3%.
How are Guess’ branded searches counted?
7 search terms
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.
- guess bags
- guess clothing
- guess clothing outlet
- guess fashion
- guess jeans
- 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.