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 2.3% of all New Zealand denim brand searches, placing Lee eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about denim brands, Lee appeared in three of the five answers and was the third most recommended of the eight.
Lee is the eighth most searched of 8 competitors and the third most recommended in AI answers.
Levi'sShare of searches 33.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
AbrandShare of searches 21.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
GlassonsShare of searches 9.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
KsubiShare of searches 9.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
LeeShare of searches 2.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Follow Lee 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
Top denim brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lee was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Lee is the third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Levi's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Neuw4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Wrangler3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Lee3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Glassons2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Nudie Jeans2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Ksubi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Abrand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about denim brands
5 answers
Asked ChatGPT
“Which denim brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best denim brands in New Zealand?”
Asked ChatGPT
“What's the best denim brand in New Zealand for everyday jeans?”
Searched Google, AI Overview
“jeans nz”
Searched Google, AI Overview
“premium denim brands”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which denim brands compete with Lee?
Share of searches by month for Levi's, Abrand, Glassons, Ksubi, Nudie Jeans, Neuw, Wrangler, Lee. The figures are in the table below the chart.
View monthly share of searches table
| Month | Levi's | Abrand | Glassons | Ksubi | Nudie Jeans | Neuw | Wrangler | Lee |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.4% | 19% | 8.4% | 8.4% | 10.9% | 6.8% | 4.8% | 3.3% |
| Nov 2025 | 37% | 20.6% | 7.1% | 10.5% | 10.5% | 6.4% | 4.6% | 3.2% |
| Dec 2025 | 34.4% | 21.8% | 6.8% | 12.2% | 12.2% | 5.7% | 4.5% | 2.4% |
| Jan 2026 | 32.8% | 20.4% | 8% | 11.9% | 11.9% | 6.3% | 5.8% | 2.9% |
| Feb 2026 | 35% | 20.3% | 8.4% | 9.6% | 9.6% | 8% | 5.4% | 3.7% |
| Mar 2026 | 34.1% | 19.5% | 11% | 11% | 9% | 8.8% | 3.8% | 2.7% |
| Apr 2026 | 30.2% | 22.6% | 10.6% | 8.6% | 10.6% | 9.5% | 5.4% | 2.6% |
| May 2026 | 31.6% | 19.1% | 9.9% | 8% | 11.7% | 8.8% | 7.9% | 3% |
| Jun 2026 | 36.4% | 18.9% | 9.8% | 7.9% | 11.6% | 6.8% | 5.6% | 2.9% |
| Jul 2026 | 29.3% | 21.6% | 10.2% | 8.3% | 12.1% | 8.3% | 7.1% | 3.1% |
| Aug 2026 | 42.2% | 18.2% | 8.6% | 7% | 8.6% | 6.6% | 6.4% | 2.6% |
| Sep 2026 | 33.9% | 21.2% | 9.5% | 9.5% | 9.5% | 9% | 5.1% | 2.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 33.9% | 4.6K | -41.2% | -8.3 points | |
| 2, held 2nd | 21.2% | 2.9K | -15% | +2.9 points | |
| 3, held 3rd | 9.5% | 1.3K | -18.8% | +0.9 points | |
| 4, moved from 5th to 4th | 9.5% | 1.3K | 0% | +2.6 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 9.5% | 1.3K | -18.8% | +0.9 pointsmoved from 4th to 5th | |
| 6, held 6th | 9% | 1.2K | 0% | +2.4 points | |
| 7, held 7th | 5.1% | 690 | -42% | -1.3 points | |
| 8, held 8th | 2.3% | 320 | -33.3% | -0.2 points |
1.
Levi's33.9%
Held 1st. 4.6K estimated branded searches, -41.2% vs prior month. Share -8.3 points.
2.
Abrand21.2%
Held 2nd. 2.9K estimated branded searches, -15% vs prior month. Share +2.9 points.
3.
Glassons9.5%
Held 3rd. 1.3K estimated branded searches, -18.8% vs prior month. Share +0.9 points.
4.
Ksubi9.5%
Moved from 5th to 4th. 1.3K estimated branded searches, 0% vs prior month. Share +2.6 points.
9.5%
Moved from 4th to 5th. 1.3K estimated branded searches, -18.8% vs prior month. Share +0.9 points.
6.
Neuw9%
Held 6th. 1.2K estimated branded searches, 0% vs prior month. Share +2.4 points.
7.
Wrangler5.1%
Held 7th. 690 estimated branded searches, -42% vs prior month. Share -1.3 points.
8.
Lee2.3%
Held 8th. 320 estimated branded searches, -33.3% vs prior month. Share -0.2 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?
3 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 denim brands in New Zealand decreased from 3.3% to 2.3%.
- Across the 12 months ending September 2026, Lee’s share of searches among denim brands in New Zealand peaked at 3.7% in February 2026 and was lowest at 2.3% in September 2026.
How did search popularity change for New Zealand denim brands in September 2026?
6 changes
In September 2026, Ksubi overtook Nudie Jeans to rank 4th among denim brands in New Zealand, with 9.5% of the searches.
In September 2026, Abrand gained share of searches among denim brands in New Zealand, from 18.2% to 21.2%.
In September 2026, Neuw gained share of searches among denim brands in New Zealand, from 6.6% to 9%.
In September 2026, Glassons gained share of searches among denim brands in New Zealand, from 8.6% to 9.5%.
In September 2026, Nudie Jeans gained share of searches among denim brands in New Zealand, from 8.6% to 9.5%.
In September 2026, Levi's lost share of searches among denim brands in New Zealand, from 42.2% to 33.9%.
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.
Where does Lee compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Cargo shorts brands | 8th of 10 | 0.09% | Show ranking |
| Cargo pants brands | 6th of 7 | 0.11% | Show ranking |
| Denim brands | 8th of 8 | 2.3% | Shown above |
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.