How popular isRUBY in search?
In August 2026, there were an estimated 8K branded searches for RUBY in New Zealand which is down 24.6% over the last 11 months. RUBY holds 10.4% estimated Share of Search among New Zealand designer fashion labels and is ranked 4th of 10 competitors for search popularity.
Karen Walker35%
Caitlin Crisp15.3%
Juliette Hogan13.5%
RUBY10.4%
Kowtow7.4%
Maggie Marilyn7%
Twenty-Seven Names4.4%
Zambesi4%
Kate Sylvester2.8%
Ingrid Starnes0.24%
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Which designer fashion labels compete with RUBY?
Share of Search by month for Karen Walker, Caitlin Crisp, Juliette Hogan, RUBY, Kowtow, Maggie Marilyn, Twenty-Seven Names, Zambesi, Kate Sylvester. The figures are in the table below the chart.
View monthly share of search table
| Month | Karen Walker | Caitlin Crisp | Juliette Hogan | RUBY | Kowtow | Maggie Marilyn | Twenty-Seven Names | Zambesi | Kate Sylvester | Ingrid Starnes |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34% | 11.3% | 11.7% | 14.7% | 9.4% | 6.2% | 3.9% | 4.3% | 4.1% | 0.35% |
| Nov 2025 | 40.4% | 11.2% | 9.7% | 14.1% | 9% | 5.3% | 3% | 3.4% | 3.5% | 0.32% |
| Dec 2025 | 43.4% | 9.7% | 8.2% | 14.7% | 8.1% | 5.4% | 3.5% | 3.5% | 3.3% | 0.29% |
| Jan 2026 | 37.7% | 9.2% | 9.7% | 14.4% | 9.2% | 5.9% | 5.6% | 4.1% | 3.7% | 0.32% |
| Feb 2026 | 34.6% | 10.2% | 10.8% | 13% | 9.7% | 6.9% | 5.2% | 4.4% | 5% | 0.35% |
| Mar 2026 | 44.1% | 8.1% | 8.7% | 12.5% | 9.6% | 7% | 2.9% | 3.8% | 3.1% | 0.31% |
| Apr 2026 | 42.4% | 8.7% | 9% | 11.4% | 11.7% | 6.3% | 2.6% | 4.1% | 3.4% | 0.32% |
| May 2026 | 43.4% | 7.8% | 9.8% | 11.9% | 9.8% | 5.7% | 3.4% | 4.3% | 3.7% | 0.36% |
| Jun 2026 | 41.9% | 8% | 8.5% | 12.5% | 10.4% | 6.9% | 4.2% | 4% | 3.4% | 0.38% |
| Jul 2026 | 42.8% | 6.5% | 10.2% | 12% | 10% | 6.5% | 3.3% | 3.4% | 5.1% | 0.26% |
| Aug 2026 | 35% | 15.3% | 13.5% | 10.4% | 7.4% | 7% | 4.4% | 4% | 2.8% | 0.24% |
| Sep 2026 | — | — | — | — | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 35% | 27.2K | -7% | -7.8 points | |
| 2, moved from 6th to 2nd | 15.3% | 11.9K | +167.1% | +8.8 pointsmoved from 6th to 2nd | |
| 3, held 3rd | 13.5% | 10.5K | +51.1% | +3.4 points | |
| 4, moved from 2nd to 4th | 10.4% | 8K | -1.8% | -1.6 pointsmoved from 2nd to 4th | |
| 5, moved from 4th to 5th | 7.4% | 5.8K | -15.5% | -2.6 pointsmoved from 4th to 5th | |
| 6, moved from 5th to 6th | 7% | 5.4K | +21.3% | +0.4 pointsmoved from 5th to 6th | |
| 7, moved from 9th to 7th | 4.4% | 3.4K | +52.2% | +1.1 pointsmoved from 9th to 7th | |
| 8, held 8th | 4% | 3.1K | +33.2% | +0.6 points | |
| 9, moved from 7th to 9th | 2.8% | 2.2K | -38.2% | -2.3 pointsmoved from 7th to 9th | |
| 10, held 10th | 0.24% | 190 | +5.6% | 0 points |
35%
held 1st · 27.2K estimated branded searches · -7% vs prior month · -7.8 points
15.3%
moved from 6th to 2nd · 11.9K estimated branded searches · +167.1% vs prior month · +8.8 points
13.5%
held 3rd · 10.5K estimated branded searches · +51.1% vs prior month · +3.4 points
4.
RUBY10.4%
moved from 2nd to 4th · 8K estimated branded searches · -1.8% vs prior month · -1.6 points
5.
Kowtow7.4%
moved from 4th to 5th · 5.8K estimated branded searches · -15.5% vs prior month · -2.6 points
7%
moved from 5th to 6th · 5.4K estimated branded searches · +21.3% vs prior month · +0.4 points
4.4%
moved from 9th to 7th · 3.4K estimated branded searches · +52.2% vs prior month · +1.1 points
8.
Zambesi4%
held 8th · 3.1K estimated branded searches · +33.2% vs prior month · +0.6 points
2.8%
moved from 7th to 9th · 2.2K estimated branded searches · -38.2% vs prior month · -2.3 points
0.24%
held 10th · 190 estimated branded searches · +5.6% vs prior month · 0 points
Compare search popularity between RUBY and its closest rivals
How has branded search demand for RUBY changed in New Zealand over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for RUBY in New Zealand fell from 10.7K to 8K.
- Across the 11 months ending August 2026, RUBY’s estimated Share of Search among designer fashion labels in New Zealand decreased from 14.7% to 10.4%.
- Across the 11 months ending August 2026, RUBY fell from 2nd to 4th among designer fashion labels in New Zealand.
How did search popularity change for New Zealand designer fashion labels in August 2026?
6 changes
In August 2026, Caitlin Crisp overtook Maggie Marilyn to rank 2nd among designer fashion labels in New Zealand, at 15.3%.
In August 2026, Twenty-Seven Names overtook Kate Sylvester to rank 7th among designer fashion labels in New Zealand, at 4.4%.
In August 2026, Juliette Hogan gained estimated Share of Search among designer fashion labels in New Zealand, from 10.2% to 13.5%.
In August 2026, Zambesi gained estimated Share of Search among designer fashion labels in New Zealand, from 3.4% to 4%.
In August 2026, Karen Walker lost estimated Share of Search among designer fashion labels in New Zealand, from 42.8% to 35%.
In August 2026, Kowtow lost estimated Share of Search among designer fashion labels in New Zealand, from 10% to 7.4%.
How is RUBY measured?
Brandwave collects information about searches that people make online using RUBY’s 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.
6 branded search terms
- ruby clothing
- ruby dress
- ruby nz
- ruby nz clothing
- ruby sale
- rubynz
Do you work for RUBY? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is RUBY 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.