How popular isRUBY?
In September 2026, people searched for RUBY by name about 2,410 times in New Zealand, a 32.9% decrease from the previous year. These searches made up 0.8% of all New Zealand womenswear label searches, placing RUBY 12th out of 13 labels. When we asked both ChatGPT and Google AI Overviews about womenswear labels, RUBY appeared in three of the five answers and was the joint second most recommended of the 13.
RUBY is the 12th most searched of 13 competitors and the joint second most recommended in AI answers.
Shine OnShare of searches 23%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Forever NewShare of searches 20.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
YouKnow ClothingShare of searches 16.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Assembly LabelShare of searches 12.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
RUBYShare of searches 0.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
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Top womenswear labels in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, RUBY was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. RUBY is the joint second most recommended of the 13.
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.
Juliette Hogan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Maggie Marilyn3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- RUBY3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Augustine2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Paris Georgia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kowtow2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Forever New1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Shine On0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- YouKnow Clothing0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Assembly Label0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about womenswear labels
5 answers
Asked ChatGPT
“Which womenswear label should I shop at in New Zealand?”
Asked ChatGPT
“What are the best womenswear labels in New Zealand?”
Asked ChatGPT
“What's the best womenswear label in New Zealand for dresses and occasionwear?”
Searched Google, AI Overview
“women's dresses nz”
Searched Google, AI Overview
“dress 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 womenswear labels compete with RUBY?
Share of searches by month for Shine On, Forever New, YouKnow Clothing, Assembly Label, Caroline Eve, Annah Stretton, Juliette Hogan, Hyde Boutique, Maggie Marilyn, RUBY. The figures are in the table below the chart.
View monthly share of searches table
| Month | Shine On | Forever New | YouKnow Clothing | Assembly Label | Caroline Eve | Annah Stretton | Juliette Hogan | Hyde Boutique | Maggie Marilyn | Augustine | Paris Georgia | RUBY | Kowtow |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.6% | 19.2% | 17.8% | 9.6% | 8.3% | 7% | 4.2% | 5.1% | 2.3% | 1% | 1% | 1.1% | 0.82% |
| Nov 2025 | 20.1% | 17% | 29.2% | 8.5% | 6.1% | 7.4% | 3% | 3.7% | 1.7% | 0.74% | 1.1% | 0.82% | 0.6% |
| Dec 2025 | 22.2% | 18.7% | 21.3% | 11.4% | 6.6% | 6.6% | 3.3% | 4.1% | 2.2% | 0.98% | 0.8% | 1.1% | 0.62% |
| Jan 2026 | 22% | 18.8% | 17.4% | 11.5% | 6.7% | 6.6% | 4.1% | 6.1% | 2.7% | 0.98% | 1.2% | 1.3% | 0.75% |
| Feb 2026 | 22.3% | 19% | 17.8% | 11.7% | 6.8% | 5.5% | 4.2% | 5.1% | 2.8% | 1.9% | 1.2% | 0.98% | 0.77% |
| Mar 2026 | 19.6% | 17.2% | 19.4% | 15.6% | 5.9% | 6.1% | 3.7% | 5.6% | 3.1% | 0.89% | 1.1% | 0.95% | 0.89% |
| Apr 2026 | 20% | 17.5% | 26.5% | 13.3% | 6.1% | 4.2% | 3.2% | 3.8% | 2.1% | 0.76% | 0.76% | 0.81% | 0.93% |
| May 2026 | 20.5% | 18% | 22.1% | 16.4% | 6.1% | 5% | 3.2% | 3.9% | 1.8% | 0.59% | 0.95% | 0.71% | 0.77% |
| Jun 2026 | 18.6% | 19.5% | 22.5% | 14.8% | 5.5% | 4.5% | 2.9% | 6.4% | 2.4% | 0.65% | 0.65% | 0.78% | 0.84% |
| Jul 2026 | 17.1% | 15.3% | 33.5% | 11.2% | 5.2% | 5.3% | 3.3% | 4% | 2.2% | 0.43% | 0.96% | 0.72% | 0.78% |
| Aug 2026 | 18% | 19.2% | 21.9% | 11.7% | 8.2% | 5.7% | 5.2% | 4.2% | 2.8% | 0.56% | 0.82% | 0.76% | 0.82% |
| Sep 2026 | 23% | 20.2% | 16.6% | 12.3% | 7% | 6.1% | 4.4% | 4.4% | 2.4% | 1.1% | 1.1% | 0.8% | 0.59% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 3rd to 1st | 23% | 34.6K | +21.5% | +5 pointsmoved from 3rd to 1st | |
| 2, held 2nd | 20.2% | 30.4K | +0.6% | +1.1 points | |
| 3, moved from 1st to 3rd | 16.6% | 24.9K | -27.9% | -5.3 pointsmoved from 1st to 3rd | |
| 4, held 4th | 12.3% | 18.5K | -0.16% | +0.6 points | |
| 5, held 5th | 7% | 10.6K | -18.6% | -1.2 points | |
| 6, held 6th | 6.1% | 9.2K | +1.3% | +0.4 points | |
| 7, held 7th | 4.4% | 6.6K | -18.7% | -0.8 points | |
| 8, held 8th | 4.4% | 6.6K | 0% | +0.2 points | |
| 9, held 9th | 2.4% | 3.6K | -19% | -0.4 points | |
| 10, moved from 13th to 10th | 1.1% | 1.6K | +81.8% | +0.5 pointsmoved from 13th to 10th | |
| 11, held 11th | 1.1% | 1.6K | +23.1% | +0.2 points | |
| 12, held 12th | 0.8% | 1.2K | 0% | 0 points | |
| 13, moved from 10th to 13th | 0.59% | 880 | -32.3% | -0.2 pointsmoved from 10th to 13th |
1.
Shine On23%
Moved from 3rd to 1st. 34.6K estimated branded searches, +21.5% vs prior month. Share +5 points.
20.2%
Held 2nd. 30.4K estimated branded searches, +0.6% vs prior month. Share +1.1 points.
16.6%
Moved from 1st to 3rd. 24.9K estimated branded searches, -27.9% vs prior month. Share -5.3 points.
12.3%
Held 4th. 18.5K estimated branded searches, -0.16% vs prior month. Share +0.6 points.
7%
Held 5th. 10.6K estimated branded searches, -18.6% vs prior month. Share -1.2 points.
6.1%
Held 6th. 9.2K estimated branded searches, +1.3% vs prior month. Share +0.4 points.
4.4%
Held 7th. 6.6K estimated branded searches, -18.7% vs prior month. Share -0.8 points.
4.4%
Held 8th. 6.6K estimated branded searches, 0% vs prior month. Share +0.2 points.
2.4%
Held 9th. 3.6K estimated branded searches, -19% vs prior month. Share -0.4 points.
10.
Augustine1.1%
Moved from 13th to 10th. 1.6K estimated branded searches, +81.8% vs prior month. Share +0.5 points.
1.1%
Held 11th. 1.6K estimated branded searches, +23.1% vs prior month. Share +0.2 points.
12.
RUBY0.8%
Held 12th. 1.2K estimated branded searches, 0% vs prior month. Share 0 points.
13.
Kowtow0.59%
Moved from 10th to 13th. 880 estimated branded searches, -32.3% vs prior month. Share -0.2 points.
Compare popularity between RUBY and its closest rivals
Every comparison with RUBY
22 comparisons
- Caitlin Crisp vs RUBY
- Deadly Ponies vs RUBY
- Harris Tapper vs RUBY
- Karen Walker vs RUBY
- RUBY vs Yu Mei
- RUBY vs Twenty-Seven Names
- RUBY vs Zambesi
- Kate Sylvester vs RUBY
- Marle vs RUBY
- Annah Stretton vs RUBY
- Assembly Label vs RUBY
- Augustine vs RUBY
- Caroline Eve vs RUBY
- Forever New vs RUBY
- Hyde Boutique vs RUBY
- Juliette Hogan vs RUBY
- Maggie Marilyn vs RUBY
- Paris Georgia vs RUBY
- RUBY vs Shine On
- RUBY vs YouKnow Clothing
- Kowtow vs RUBY
- Ingrid Starnes vs RUBY
How has branded search demand for RUBY changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for RUBY in New Zealand fell from 3.6K to 2.4K.
- Across the 12 months ending September 2026, RUBY fell from 10th to 12th among womenswear labels in New Zealand.
How did search popularity change for New Zealand womenswear labels in September 2026?
6 changes
In September 2026, Shine On overtook YouKnow Clothing and Forever New to become the leader among womenswear labels in New Zealand, with 23% of the searches.
In September 2026, Augustine overtook Kowtow and 2 others to rank 10th among womenswear labels in New Zealand, with 1.1% of the searches.
In September 2026, Forever New gained share of searches among womenswear labels in New Zealand, from 19.2% to 20.2%.
In September 2026, Assembly Label gained share of searches among womenswear labels in New Zealand, from 11.7% to 12.3%.
In September 2026, YouKnow Clothing lost share of searches among womenswear labels in New Zealand, from 21.9% to 16.6%.
In September 2026, Caroline Eve lost share of searches among womenswear labels in New Zealand, from 8.2% to 7%.
How are RUBY’s branded searches counted?
4 search terms
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.
- ruby clothing
- ruby dress
- 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.
Where does RUBY compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Womenswear labels | 12th of 13 | 0.8% | Shown above |
| designer fashion labels | 8th of 15 | 4% | Show ranking |
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.