Brandwave

How popular isHugo Boss?

In September 2026, people searched for Hugo Boss by name about 4,760 times in New Zealand, a 7.4% increase from the previous year. These searches made up 7.1% of all New Zealand premium fashion brand searches, placing Hugo Boss sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about premium fashion brands, Hugo Boss did not appear in any of the answers.

Search and AI answers in September 2026

Hugo Boss is the sixth most searched of 8 competitors.

  1. Calvin KleinShare of searches 24.7%Mentioned in 0 of 4 AI answers
  2. Tommy HilfigerShare of searches 19.8%Mentioned in 0 of 4 AI answers
  3. Ralph LaurenShare of searches 18.1%Mentioned in 0 of 4 AI answers
  4. Untouched WorldShare of searches 15.3%Mentioned in 1 of 4 AI answers
  5. Hugo BossShare of searches 7.1%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, Hugo Boss 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?”

    1. 1Kowtow

  • Asked ChatGPT

    “What are the best premium fashion brands in New Zealand?”

    1. 1Kowtow
    2. 2Untouched World

  • Asked ChatGPT

    “What's the best premium fashion brand in New Zealand for everyday style?”

    1. 1Kowtow

  • 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 Hugo Boss?

    Hugo Boss against premium fashion brands in New Zealand, by month

    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
    MonthCalvin KleinTommy HilfigerRalph LaurenUntouched WorldGuessHugo BossLacosteKowtow
    Oct 202521.8%21.3%18.6%15.4%7.5%7.1%6.3%2.1%
    Nov 202527.9%22.4%15.9%12.4%8%6.5%5.6%1.5%
    Dec 202527.6%22%15.8%11.8%9.5%6.5%5.6%1.1%
    Jan 202624.5%19.7%17.2%15.9%8.6%6.6%6%1.5%
    Feb 202628.1%15.2%16.4%20.2%6.6%6.2%5.6%1.7%
    Mar 202628.6%17.4%16.6%19.5%5.8%5.6%4.8%1.9%
    Apr 202625.8%21.3%16.3%17.6%6.8%5.3%4.7%2.3%
    May 202624.6%21.5%15.5%18.8%7.8%5.7%4.4%1.7%
    Jun 202623.5%21%16.7%17.2%8.3%6.7%4.6%1.9%
    Jul 202623.7%22.7%16.7%16.2%8%6.2%4.6%1.8%
    Aug 202619.7%17.7%20.2%17.8%9.9%7.4%5.5%1.8%
    Sep 202624.7%19.8%18.1%15.3%8.6%7.1%5.2%1.3%

    1. 1.Calvin Klein

      24.7%

      Moved from 2nd to 1st. 16.6K estimated branded searches, +18.5% vs prior month. Share +4.9 points.

    2. 2.Tommy Hilfiger

      19.8%

      Moved from 4th to 2nd. 13.4K estimated branded searches, +6.3% vs prior month. Share +2.1 points.

    3. 3.Ralph Lauren

      18.1%

      Moved from 1st to 3rd. 12.2K estimated branded searches, -15.1% vs prior month. Share -2.1 points.

    4. 4.Untouched World

      15.3%

      Moved from 3rd to 4th. 10.3K estimated branded searches, -18.5% vs prior month. Share -2.5 points.

    5. 5.Guess

      8.6%

      Held 5th. 5.8K estimated branded searches, -17.4% vs prior month. Share -1.3 points.

    6. 6.Hugo Boss

      7.1%

      Held 6th. 4.8K estimated branded searches, -10% vs prior month. Share -0.4 points.

    7. 7.Lacoste

      5.2%

      Held 7th. 3.5K estimated branded searches, -11.2% vs prior month. Share -0.3 points.

    8. 8.Kowtow

      1.3%

      Held 8th. 880 estimated branded searches, -32.3% vs prior month. Share -0.5 points.

    Compare popularity between Hugo Boss and its closest rivals

    Every comparison with Hugo Boss

    7 comparisons

    How has branded search demand for Hugo Boss changed in New Zealand over the last 12 months?

    2 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Hugo Boss in New Zealand rose from 4.4K to 4.8K.
    • Across the 12 months ending September 2026, Hugo Boss’ share of searches among premium fashion brands in New Zealand peaked at 7.4% in August 2026 and was lowest at 5.3% in April 2026.

    How did search popularity change for New Zealand premium fashion brands in September 2026?

    6 changes

    1. 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.

    2. 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.

    3. In September 2026, Untouched World lost share of searches among premium fashion brands in New Zealand, from 17.8% to 15.3%.

    4. In September 2026, Ralph Lauren lost share of searches among premium fashion brands in New Zealand, from 20.2% to 18.1%.

    5. In September 2026, Guess lost share of searches among premium fashion brands in New Zealand, from 9.9% to 8.6%.

    6. In September 2026, Kowtow lost share of searches among premium fashion brands in New Zealand, from 1.8% to 1.3%.

    How are Hugo Boss’ branded searches counted?

    13 search terms

    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.

    • boss clothing
    • hugo boss
    • hugo boss bottled
    • hugo boss cloth
    • hugo boss colognes
    • hugo boss jeans
    • hugo boss man
    • hugo boss perfumes
    • hugo boss suit
    • hugo boss webshop
    • hugoboss
    • hugoboss jeans
    • 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.

    How the Brand Demand Index is measured

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