Brandwave

How popular isLee?

In September 2026, people searched for Lee by name about 320 times in New Zealand, a 17.9% decrease from the previous year. These searches made up 0.09% of all New Zealand cargo shorts brand searches, placing Lee eighth out of ten brands. When we asked both ChatGPT and Google AI Overviews about cargo shorts brands, Lee did not appear in any of the answers.

Search and AI answers in September 2026

Lee is the eighth most searched of 10 competitors and not listed in any AI answer.

  1. Cotton OnShare of searches 55.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. KathmanduShare of searches 16.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. Mountain WarehouseShare of searches 14.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. AS ColourShare of searches 9.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. LeeShare of searches 0.09%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top cargo shorts brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Lee did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Mountain Warehouse1st
  2. Hard Yakka2nd
  3. Kathmandu3rd
  4. Stoney Creek4th
  5. Cotton On5th
  6. AS Colour6th
  7. Helly Hansen7th
  8. Lee–
  9. Wrangler–
  10. Dickies–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Mountain Warehouse4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cotton On3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hard Yakka3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kathmandu2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AS Colour2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stoney Creek2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Helly Hansen2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wrangler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dickies0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cargo shorts brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which cargo shorts brands compete with Lee?

Lee against cargo shorts brands in New Zealand, by month

Share of searches by month for Cotton On, Kathmandu, Mountain Warehouse, AS Colour, Stoney Creek, Lee. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnKathmanduMountain WarehouseAS ColourStoney CreekHard YakkaHelly HansenLeeWranglerDickies
Oct 202554.6%16.4%14.1%11.5%2.3%0.61%0.37%0.11%0.02%0.01%
Nov 202556.1%16.8%12%12%2.4%0.4%0.32%0.08%0.01%<0.01%
Dec 202555.2%17.7%14.6%9.8%2%0.31%0.47%0.05%0.01%<0.01%
Jan 202651.6%19.9%16.2%8.9%2.2%0.56%0.51%0.09%<0.01%<0.01%
Feb 202655.3%17.2%14.4%9.6%2.4%0.6%0.38%0.11%0.01%<0.01%
Mar 202655.1%16.9%14.5%9.7%2.9%0.52%0.31%0.09%0.01%<0.01%
Apr 202652.7%19.6%13.9%9.3%3.4%0.54%0.37%0.09%0.02%<0.01%
May 202654.3%17.1%14.3%9.6%3.5%0.61%0.38%0.11%0.02%<0.01%
Jun 202647.1%21.7%15.2%10.2%4.5%0.72%0.4%0.12%0.02%<0.01%
Jul 202644.9%21%21.6%7.9%3.5%0.62%0.38%0.11%0.02%<0.01%
Aug 202648.9%17.7%18.8%10.3%3.1%0.58%0.48%0.12%0.02%<0.01%
Sep 202655.7%16.6%14.3%9.5%2.9%0.6%0.37%0.09%0.02%0.01%

  1. 1.Cotton On

    55.7%

    Held 1st. 193K estimated branded searches, +0.24% vs prior month. Share +6.7 points.

  2. 2.Kathmandu

    16.6%

    Moved from 3rd to 2nd. 57.6K estimated branded searches, -17.6% vs prior month. Share -1.1 points.

  3. 3.Mountain Warehouse

    14.3%

    Moved from 2nd to 3rd. 49.5K estimated branded searches, -33.1% vs prior month. Share -4.5 points.

  4. 4.AS Colour

    9.5%

    Held 4th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.7 points.

  5. 5.Stoney Creek

    2.9%

    Held 5th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  6. 6.Hard Yakka

    0.6%

    Held 6th. 2.1K estimated branded searches, -9.6% vs prior month. Share 0 points.

  7. 7.Helly Hansen

    0.37%

    Held 7th. 1.3K estimated branded searches, -31.6% vs prior month. Share -0.1 points.

  8. 8.Lee

    0.09%

    Held 8th. 320 estimated branded searches, -33.3% vs prior month. Share 0 points.

  9. 9.Wrangler

    0.02%

    Held 9th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Dickies

    0.01%

    Held 10th. 40 estimated branded searches, +33.3% vs prior month. Share 0 points.

Compare popularity between Lee and its closest rivals

Every comparison with Lee

15 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Lee in New Zealand fell from 390 to 320.
  • Across the 12 months ending September 2026, Lee’s share of searches among cargo shorts brands in New Zealand held steady, from 0.11% to 0.09%.

How did search popularity change for New Zealand cargo shorts brands in September 2026?

6 changes

  1. In September 2026, Cotton On gained share of searches among cargo shorts brands in New Zealand, from 48.9% to 55.7%.

  2. In September 2026, Mountain Warehouse lost share of searches among cargo shorts brands in New Zealand, from 18.8% to 14.3%.

  3. In September 2026, Kathmandu lost share of searches among cargo shorts brands in New Zealand, from 17.7% to 16.6%.

  4. In September 2026, AS Colour lost share of searches among cargo shorts brands in New Zealand, from 10.3% to 9.5%.

  5. Stoney Creek’s share of searches among cargo shorts brands in New Zealand has lost ground for 3 months in a row, from 4.5% to 2.9% in September 2026.

  6. Estimated monthly branded searches for Lee in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026.

How are Lee’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Lee’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • lee jeans

Do you work for Lee? 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

Where does Lee compete?

Lee is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Cargo shorts brands8th of 100.09%Shown above
Cargo pants brands6th of 70.11%Show ranking
Denim brands8th of 82.3%Show ranking
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Is Lee 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.

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