How popular isHugo Boss in search?
In August 2026, there were an estimated 7.5K branded searches for Hugo Boss in New Zealand which is up 14.6% over the last 11 months. Hugo Boss holds 7.4% estimated Share of Search among New Zealand premium fashion brands and is ranked 5th of 6 competitors for search popularity.
Calvin Klein33.1%Tommy Hilfiger23.9%
Ralph Lauren21%
Guess8.8%
Hugo Boss7.4%
Lacoste5.9%
Follow Hugo Boss 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 Hugo Boss?
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 Hugo Boss and its closest rivals
How has branded search demand for Hugo Boss changed in New Zealand over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Hugo Boss in New Zealand rose from 6.6K to 7.5K.
- Across the 11 months ending August 2026, Hugo Boss’ estimated Share of Search among premium fashion brands in New Zealand increased from 6.8% to 7.4%.
- Across the 11 months ending August 2026, Hugo Boss’ estimated Share of Search among premium fashion brands in New Zealand peaked at 7.4% in August 2026 and was lowest at 5.4% in November 2025.
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 Hugo Boss measured?
Brandwave collects information about searches that people make online using Hugo Boss’ 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.
23 branded search terms
- boss clothing
- hugo boss
- hugo boss bottled
- hugo boss bottled edt
- hugo boss cloth
- hugo boss colognes
- hugo boss jeans
- hugo boss man
- hugo boss mens fragrance
- hugo boss near me
- hugo boss nz
- hugo boss online
- hugo boss perfumes
- hugo boss suit
- hugo boss the scent
- hugo boss the scent for her
- hugo boss the scent woman
- hugo boss webshop
- hugoboss
- hugoboss com
- hugoboss jeans
- hugoboss nz
- hugoboss polo
Do you work for Hugo Boss? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Hugo Boss 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.