Brandwave

How popular isH&M in search?

In August 2026, there were an estimated 52.1K branded searches for H&M in New Zealand which is down 10.5% over the last 11 months. H&M holds 6.2% estimated Share of Search among New Zealand women's fashion retailers and is ranked 6th of 9 competitors for search popularity.

Share of Search, August 2026
  1. Cotton On29.4%
  2. Glassons23.5%
  3. Postie12.1%
  4. Country Road10.6%
  5. Zara9.2%
  6. H&M6.2%
  7. Max3.6%
  8. Witchery3.2%
  9. Seed Heritage2.2%
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Which women's fashion retailers compete with H&M?

H&M against women's fashion retailers in New Zealand, by month

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

View monthly share of search table
MonthCotton OnGlassonsPostieCountry RoadZaraH&MMaxWitcherySeed Heritage
Oct 202529%23.8%11.9%10.9%8.4%7.1%3.6%3%2.5%
Nov 202532.8%22.2%11.2%12.4%7.7%5.7%3%2.8%2.3%
Dec 202532.8%22.7%11.2%12.5%7.2%6.2%2.8%2.3%2.3%
Jan 202630.1%24.6%10.2%11.2%8.6%6.9%3.1%2.9%2.3%
Feb 202630.8%25.3%10.9%10.7%8.5%6.1%2.8%3%2%
Mar 202630.3%24.8%11%10.9%8.5%6.3%3.3%2.9%2%
Apr 202629.1%23.9%12.8%11.3%8.8%6.1%3.3%2.8%1.9%
May 202629.1%24%12.7%11%8.5%6.1%3.2%3%2.2%
Jun 202631.3%22.3%12%10.1%9.6%6%3.4%3%2.1%
Jul 202634.8%22.1%11.6%9%9.5%5.8%3%2.5%1.7%
Aug 202629.4%23.5%12.1%10.6%9.2%6.2%3.6%3.2%2.2%
Sep 2026—————————

  1. 1.Cotton On

    29.4%

    held 1st · 247K estimated branded searches · -20.2% vs prior month · -5.4 points

  2. 2.Glassons

    23.5%

    held 2nd · 197K estimated branded searches · +0.41% vs prior month · +1.4 points

  3. 3.Postie

    12.1%

    held 3rd · 101K estimated branded searches · -2% vs prior month · +0.4 points

  4. 4.Country Road

    10.6%

    moved from 5th to 4th · 89.2K estimated branded searches · +11.9% vs prior month · +1.7 points

  5. 5.Zara

    9.2%

    moved from 4th to 5th · 77.4K estimated branded searches · -8.3% vs prior month · -0.3 points

  6. 6.H&M

    6.2%

    held 6th · 52.1K estimated branded searches · +1.6% vs prior month · +0.4 points

  7. 7.Max

    3.6%

    held 7th · 30.4K estimated branded searches · +12.1% vs prior month · +0.6 points

  8. 8.Witchery

    3.2%

    held 8th · 26.6K estimated branded searches · +21.1% vs prior month · +0.7 points

  9. 9.Seed Heritage

    2.2%

    held 9th · 18.1K estimated branded searches · +20.4% vs prior month · +0.5 points

Compare search popularity between H&M and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for H&M in New Zealand fell from 58.2K to 52.1K.
  • Across the 11 months ending August 2026, H&M’s estimated Share of Search among women's fashion retailers in New Zealand decreased from 7.1% to 6.2%.
  • Across the 11 months ending August 2026, H&M’s estimated Share of Search among women's fashion retailers in New Zealand peaked at 7.1% in October 2025 and was lowest at 5.7% in November 2025.

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

  1. In August 2026, Country Road overtook Zara to rank 4th among women's fashion retailers in New Zealand, at 10.6%.

  2. In August 2026, Glassons gained estimated Share of Search among women's fashion retailers in New Zealand, from 22.1% to 23.5%.

  3. In August 2026, Witchery gained estimated Share of Search among women's fashion retailers in New Zealand, from 2.5% to 3.2%.

  4. In August 2026, Max gained estimated Share of Search among women's fashion retailers in New Zealand, from 3% to 3.6%.

  5. In August 2026, Cotton On lost estimated Share of Search among women's fashion retailers in New Zealand, from 34.8% to 29.4%.

  6. Estimated monthly branded searches for Zara in New Zealand rose 12.4% over 11 measured months, from 68.8K to 77.4K in August 2026.

How is H&M measured?

Brandwave collects information about searches that people make online using H&M’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.

21 branded search terms

  • h and m au
  • h and m dresses
  • h and m gb
  • h and m shop online
  • h&m
  • h&m au
  • h&m australia
  • h&m clothing
  • h&m dresses
  • h&m homes
  • h&m india
  • h&m jackets
  • h&m jeans
  • h&m m
  • h&m online
  • h&m pink shirt
  • h&m queen street
  • h&m store
  • h&m sylvia park
  • h&m uk
  • hm nz

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How the Brand Demand Index is measured

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