Brandwave

How popular isSwanndri?

In September 2026, people searched for Swanndri by name about 16,800 times in New Zealand, a 9.1% increase from the previous year. These searches made up 34% of all New Zealand workwear brand searches, placing Swanndri first out of 14 brands. When we asked both ChatGPT and Google AI Overviews about workwear brands, Swanndri appeared in two of the five answers and was the joint sixth most recommended of the 14.

Search and AI answers in September 2026

Swanndri is the most searched of 14 competitors and the joint sixth most recommended in AI answers.

  1. SwanndriShare of searches 34%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. KaiwakaShare of searches 19.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. Carhartt WIPShare of searches 19.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Cactus OutdoorShare of searches 9.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
  5. BisonShare of searches 5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

+9 more

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Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Swanndri was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Swanndri is the joint sixth most recommended of the 14.

Most recommended by AI

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

  1. FXD1st
  2. Hard Yakka2nd
  3. Bisley3rd
  4. Syzmik4th
  5. Kaiwaka5th
  6. Swanndri6th
  7. Bison6th
  8. King Gee8th
  9. Cactus Outdoor9th
  10. Carhartt WIP–
  11. +4 more

Mentioned by AI

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

  • Hard Yakka5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • FXD5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bisley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kaiwaka3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Syzmik3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Swanndri2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cactus Outdoor2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bison2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • King Gee1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Carhartt WIP0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about workwear 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 21, 2026.

Which workwear brands compete with Swanndri?

Swanndri against workwear brands in New Zealand, by month

Share of searches by month for Swanndri, Kaiwaka, Carhartt WIP, Cactus Outdoor, Bison, Hard Yakka, FXD, Bisley. The figures are in the table below the chart.

View monthly share of searches table
MonthSwanndriKaiwakaCarhartt WIPCactus OutdoorBisonHard YakkaFXDBisleySyzmikDickiesKing GeePortwestCaterpillarMongrel
Oct 202530.9%19.1%19.5%11%5.9%4.1%2.5%2.4%1.3%1.8%0.89%0.59%0.14%0.06%
Nov 202538.6%20%17.4%7.9%4.3%3.7%2%2.1%1.1%1.2%0.84%0.5%0.16%0.05%
Dec 202533.1%28.7%18.3%8%3.4%2.8%1.3%1.5%0.74%1%0.64%0.29%0.09%0.04%
Jan 202625.6%27.1%20.2%10.9%3.8%4.1%2.2%2.2%1.2%1.3%0.69%0.4%0.1%0.08%
Feb 202628.9%24.2%19.6%9.8%4.2%4.6%2.1%2.3%1.1%1.4%0.98%0.51%0.11%0.09%
Mar 202633.5%19.5%19.2%11.5%3.3%3.6%2.3%2.1%1.3%1.8%0.99%0.61%0.09%0.05%
Apr 202641.3%17.6%18.1%9.5%2.7%2.8%1.8%1.6%0.87%2.2%0.72%0.59%0.1%0.06%
May 202642.1%17%16.5%9.5%3.5%2.9%2%1.9%1.1%2.3%0.63%0.62%0.1%0.04%
Jun 202647.3%14.1%15.5%8.8%3.2%3.1%2%1.7%1.1%2.1%0.5%0.56%0.07%0.05%
Jul 202642.6%14.4%16.5%9.5%6.3%2.9%2%2%1.3%1.4%0.55%0.52%0.1%0.04%
Aug 202640.8%16.3%18.2%8.8%3.9%2.8%2.4%2.1%1.5%1.4%0.94%0.72%0.11%0.03%
Sep 202634%19.4%19.2%9.1%5%3.6%2.8%2.3%1.5%1.4%0.97%0.66%0.1%0.06%

  1. 1.Swanndri

    34%

    Held 1st. 16.5K estimated branded searches, -34.2% vs prior month. Share -6.8 points.

  2. 2.Kaiwaka

    19.4%

    Moved from 3rd to 2nd. 9.4K estimated branded searches, -6% vs prior month. Share +3.1 points.

  3. 3.Carhartt WIP

    19.2%

    Moved from 2nd to 3rd. 9.3K estimated branded searches, -16.8% vs prior month. Share +1 points.

  4. 4.Cactus Outdoor

    9.1%

    Held 4th. 4.4K estimated branded searches, -18.5% vs prior month. Share +0.3 points.

  5. 5.Bison

    5%

    Held 5th. 2.4K estimated branded searches, 0% vs prior month. Share +1 points.

  6. 6.Hard Yakka

    3.6%

    Held 6th. 1.8K estimated branded searches, +1.7% vs prior month. Share +0.8 points.

  7. 7.FXD

    2.8%

    Held 7th. 1.4K estimated branded searches, -6.8% vs prior month. Share +0.4 points.

  8. 8.Bisley

    2.3%

    Held 8th. 1.1K estimated branded searches, -13.1% vs prior month. Share +0.2 points.

  9. 9.Syzmik

    1.5%

    Held 9th. 710 estimated branded searches, -24.5% vs prior month. Share -0.1 points.

  10. 10.Dickies

    1.4%

    Held 10th. 690 estimated branded searches, -20.7% vs prior month. Share 0 points.

  11. 11.King Gee

    0.97%

    Held 11th. 470 estimated branded searches, -19% vs prior month. Share 0 points.

  12. 12.Portwest

    0.66%

    Held 12th. 320 estimated branded searches, -27.3% vs prior month. Share -0.1 points.

  13. 13.Caterpillar

    0.1%

    Held 13th. 50 estimated branded searches, -28.6% vs prior month. Share 0 points.

  14. 14.Mongrel

    0.06%

    Held 14th. 30 estimated branded searches, +50% vs prior month. Share 0 points.

Compare popularity between Swanndri and its closest rivals

Every comparison with Swanndri

26 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Swanndri in New Zealand rose from 15.4K to 16.8K.
  • Across the 12 months ending September 2026, Swanndri’s share of searches among workwear brands in New Zealand increased from 30.9% to 34%.
  • Across the 12 months ending September 2026, Swanndri’s share of searches among workwear brands in New Zealand peaked at 47.3% in June 2026 and was lowest at 25.6% in January 2026.

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

6 changes

  1. In September 2026, Kaiwaka overtook Carhartt WIP to rank 2nd among workwear brands in New Zealand, with 19.4% of the searches.

  2. In September 2026, Bison gained share of searches among workwear brands in New Zealand, from 3.9% to 5%.

  3. In September 2026, Carhartt WIP gained share of searches among workwear brands in New Zealand, from 18.2% to 19.2%.

  4. In September 2026, Hard Yakka gained share of searches among workwear brands in New Zealand, from 2.8% to 3.6%.

  5. In September 2026, Swanndri lost share of searches among workwear brands in New Zealand, from 40.8% to 34%.

  6. FXD’s share of searches among workwear brands in New Zealand has gained ground for 3 months in a row, from 2% to 2.8% in September 2026.

How are Swanndri’s branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Swanndri’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.

  • swanndri
  • swanndri bush shirt
  • swanndri clothing
  • swanndri coat
  • swanndri hoodie
  • swanndri jersey
  • swanndri oilskin
  • swanndri oilskin vest
  • swanndri outlet
  • swanndri quarter zip
  • swanndri sale
  • swanndri shirts
  • swanndri stores
  • swanndri tower junction
  • swanndri vest
  • swanndri wool jacket

Do you work for Swanndri? 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 Swanndri compete?

Swanndri 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
Outdoor clothing brands5th of 128.6%Show ranking
Workwear brands1st of 1434%Shown above
Farm clothing brands1st of 640.3%Show ranking
Creator with pink hair and a pink jacket

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