How popular isR.M.Williams?
In September 2026, people searched for R.M.Williams by name about 13,200 times in New Zealand, an 11.6% decrease from the previous year. These searches made up 17% of all New Zealand dress boots brand searches, placing R.M.Williams second out of six brands. When we asked both ChatGPT and Google AI Overviews about dress boots brands, R.M.Williams appeared in four of the five answers and was the most recommended of the six.
R.M.Williams is the second most searched of 6 competitors and the most recommended in AI answers.
UGGShare of searches 50.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
R.M.WilliamsShare of searches 17%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
TimberlandShare of searches 15.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
BlundstoneShare of searches 8.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
Merchant 1948Share of searches 6.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
Follow R.M.Williams 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 dress boots brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, R.M.Williams was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. R.M.Williams is the most recommended of the six.
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.
- R.M.Williams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Merchant 19484 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Florsheim4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Blundstone3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- UGG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Timberland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about dress boots brands
5 answers
Asked ChatGPT
“Which dress boots brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best dress boots brands in New Zealand?”
Asked ChatGPT
“What's the best dress boots brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“boots for work”
Searched Google, AI Overview
“dress boots 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 21, 2026.
Which dress boots brands compete with R.M.Williams?
Share of searches by month for UGG, R.M.Williams, Timberland, Blundstone, Merchant 1948. The figures are in the table below the chart.
View monthly share of searches table
| Month | UGG | R.M.Williams | Timberland | Blundstone | Merchant 1948 | Florsheim |
|---|---|---|---|---|---|---|
| Oct 2025 | 50.4% | 21.2% | 15% | 6.8% | 5.5% | 1% |
| Nov 2025 | 53% | 22.9% | 13.2% | 5% | 4.9% | 0.91% |
| Dec 2025 | 58% | 20.8% | 12.4% | 4.2% | 3.8% | 0.68% |
| Jan 2026 | 56.4% | 16.4% | 14.4% | 6.4% | 5.4% | 0.98% |
| Feb 2026 | 54% | 18.8% | 13.6% | 7.4% | 5.1% | 1.1% |
| Mar 2026 | 56.6% | 15.4% | 13.5% | 7.4% | 5.1% | 2% |
| Apr 2026 | 59.3% | 15.6% | 13.6% | 6.4% | 4.2% | 0.93% |
| May 2026 | 63.7% | 13.9% | 12.1% | 5.7% | 3.8% | 0.83% |
| Jun 2026 | 60.7% | 16% | 11.5% | 6.6% | 4.2% | 0.95% |
| Jul 2026 | 59.2% | 15.5% | 13.6% | 6.9% | 4.1% | 0.75% |
| Aug 2026 | 57.1% | 15.6% | 14.1% | 7.2% | 5% | 0.93% |
| Sep 2026 | 50.7% | 17% | 15.5% | 8.6% | 6.7% | 1.5% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50.7% | 29.6K | -33% | -6.3 points | |
| 2, held 2nd | 17% | 9.9K | -18.2% | +1.3 points | |
| 3, held 3rd | 15.5% | 9K | -17.2% | +1.4 points | |
| 4, held 4th | 8.6% | 5K | -10.4% | +1.4 points | |
| 5, held 5th | 6.7% | 3.9K | +0.77% | +1.7 points | |
| 6, held 6th | 1.5% | 880 | +22.2% | +0.6 points |
1.
UGG50.7%
Held 1st. 29.6K estimated branded searches, -33% vs prior month. Share -6.3 points.
17%
Held 2nd. 9.9K estimated branded searches, -18.2% vs prior month. Share +1.3 points.
15.5%
Held 3rd. 9K estimated branded searches, -17.2% vs prior month. Share +1.4 points.
8.6%
Held 4th. 5K estimated branded searches, -10.4% vs prior month. Share +1.4 points.
6.7%
Held 5th. 3.9K estimated branded searches, +0.77% vs prior month. Share +1.7 points.
1.5%
Held 6th. 880 estimated branded searches, +22.2% vs prior month. Share +0.6 points.
Compare popularity between R.M.Williams and its closest rivals
Every comparison with R.M.Williams
11 comparisons
How has branded search demand for R.M.Williams changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for R.M.Williams in New Zealand fell from 15K to 13.2K.
- Across the 12 months ending September 2026, R.M.Williams’ share of searches among dress boots brands in New Zealand decreased from 21.2% to 17%.
- Across the 12 months ending September 2026, R.M.Williams’ share of searches among dress boots brands in New Zealand peaked at 22.9% in November 2025 and was lowest at 13.9% in May 2026.
How did search popularity change for New Zealand dress boots brands in September 2026?
6 changes
In September 2026, Merchant 1948 gained share of searches among dress boots brands in New Zealand, from 5% to 6.7%.
In September 2026, Timberland gained share of searches among dress boots brands in New Zealand, from 14.1% to 15.5%.
In September 2026, Blundstone gained share of searches among dress boots brands in New Zealand, from 7.2% to 8.6%.
In September 2026, R.M.Williams gained share of searches among dress boots brands in New Zealand, from 15.6% to 17%.
In September 2026, Florsheim gained share of searches among dress boots brands in New Zealand, from 0.93% to 1.5%.
In September 2026, UGG lost share of searches among dress boots brands in New Zealand, from 57.1% to 50.7%.
How are R.M.Williams’ branded searches counted?
16 search terms
Brandwave collects information about searches that people make online using R.M.Williams’ 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.
- r m williams
- r m williams boots
- r m williams shoes
- rm williams
- rm williams boots
- rm williams cambridge
- rm williams chelsea boots
- rm williams comfort craftsman
- rm williams jersey
- rm williams outlet
- rm williams sale
- rm williams shoes
- rm williams sylvia park
- rmwilliams
- rmwilliams boots
- rmwilliams shoes
Do you work for R.M.Williams? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does R.M.Williams compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Boot brands | 4th of 10 | 12.7% | Show ranking |
| Dress boots brands | 2nd of 6 | 17% | Shown above |
Is R.M.Williams 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.