Brandwave

How popular isThe Iconic?

In September 2026, people searched for The Iconic by name about 28,000 times in New Zealand, a 21% increase from the previous year. These searches made up 4.4% of all New Zealand online fashion retailer searches, placing The Iconic fifth out of 14 retailers. When we asked both ChatGPT and Google AI Overviews about online fashion retailers, The Iconic appeared in four of the five answers and was the most recommended of the 14.

Search and AI answers in September 2026

The Iconic is the fifth most searched of 14 competitors and the most recommended in AI answers.

  1. SheinShare of searches 39.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. GlassonsShare of searches 23%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. PostieShare of searches 14.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  4. Princess PollyShare of searches 5.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. The IconicShare of searches 4.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

+9 more

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Top online fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Iconic was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. The Iconic is the most recommended of the 14.

Most recommended by AI

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

  1. The Iconic1st
  2. Glassons2nd
  3. ASOS3rd
  4. Max4th
  5. Flo & Frankie5th
  6. Moochi6th
  7. Postie7th
  8. Shein–
  9. Princess Polly–
  10. Showpo–
  11. +4 more

Mentioned by AI

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

  • The Iconic4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Glassons3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Max3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ASOS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Postie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Moochi2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Flo & Frankie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shein0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Princess Polly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Showpo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about online fashion retailers

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 19, 2026.

Which online fashion retailers compete with The Iconic?

The Iconic against online fashion retailers in New Zealand, by month

Share of searches by month for Shein, Glassons, Postie, Princess Polly, The Iconic, Max, ASOS. The figures are in the table below the chart.

View monthly share of searches table
MonthSheinGlassonsPostiePrincess PollyThe IconicMaxASOSShowpoMoochiStylerunnerHello MollyBoohooFlo & FrankieWhite Fox Boutique
Oct 202538.3%22.3%13.9%6.3%3.5%3.3%3.6%2.4%1.5%1.2%1.1%1.6%0.55%0.3%
Nov 202529.8%25.7%15.9%7.3%5%3.4%3.4%2.3%1.4%1.8%1.1%1.8%0.64%0.35%
Dec 202528%29.8%18.4%5.6%3.9%3.8%2.6%1.5%1.7%1.7%0.8%1.2%0.73%0.32%
Jan 202632.4%28%14.3%5.3%3.7%3.5%3.8%2.1%1.6%1.6%1.4%1.5%0.69%0.26%
Feb 202632.4%28%14.3%5.4%3.6%3%3.8%2.1%1.9%1.6%1.7%1.5%0.56%0.26%
Mar 202632.3%28.1%14.4%5.4%3.7%3.7%3.1%2.1%1.9%1.6%1.7%1.2%0.46%0.31%
Apr 202631.4%27.4%16.9%5.2%3.5%3.8%3.6%1.6%1.5%1.5%1.6%1.2%0.45%0.25%
May 202631.6%27.4%17%5.3%3.6%3.6%3.1%1.7%1.9%1.3%1.6%1.2%0.45%0.26%
Jun 202639.1%23%14.2%5.3%3.6%3.7%3.2%1.7%1.3%1.6%1.3%1.2%0.38%0.34%
Jul 202635.3%25.3%15.7%4.8%3.3%3.5%4.2%1.9%1.4%1.4%1.2%1.1%0.5%0.31%
Aug 202638.8%22.9%14.1%5.3%3.6%3.7%3.7%2.1%1.5%1.3%1.1%1.2%0.45%0.3%
Sep 202639.1%23%14.2%5.3%4.4%3.7%3.1%1.7%1.6%1.3%1.1%1.1%0.45%0.21%

  1. 1.Shein

    39.1%

    Held 1st. 249K estimated branded searches, +0.24% vs prior month. Share +0.2 points.

  2. 2.Glassons

    23%

    Held 2nd. 147K estimated branded searches, +0.08% vs prior month. Share +0.1 points.

  3. 3.Postie

    14.2%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Princess Polly

    5.3%

    Held 4th. 33.9K estimated branded searches, -0.06% vs prior month. Share 0 points.

  5. 5.The Iconic

    4.4%

    Moved from 7th to 5th. 28K estimated branded searches, +21.7% vs prior month. Share +0.8 points.

  6. 6.Max

    3.7%

    Held 6th. 23.5K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.ASOS

    3.1%

    Moved from 5th to 7th. 19.5K estimated branded searches, -18.1% vs prior month. Share -0.7 points.

  8. 8.Showpo

    1.7%

    Held 8th. 10.8K estimated branded searches, -18.3% vs prior month. Share -0.4 points.

  9. 9.Moochi

    1.6%

    Held 9th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Stylerunner

    1.3%

    Held 10th. 8.1K estimated branded searches, -0.12% vs prior month. Share 0 points.

  11. 11.Hello Molly

    1.1%

    Moved from 12th to 11th. 7K estimated branded searches, -0.29% vs prior month. Share 0 points.

  12. 12.Boohoo

    1.1%

    Moved from 11th to 12th. 6.7K estimated branded searches, -10% vs prior month. Share -0.1 points.

  13. 13.Flo & Frankie

    0.45%

    Held 13th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  14. 14.White Fox Boutique

    0.21%

    Held 14th. 1.3K estimated branded searches, -31.4% vs prior month. Share -0.1 points.

Compare popularity between The Iconic and its closest rivals

Every comparison with The Iconic

24 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for The Iconic in New Zealand rose from 23.1K to 28K.
  • Across the 12 months ending September 2026, The Iconic’s share of searches among online fashion retailers in New Zealand increased from 3.5% to 4.4%.
  • Across the 12 months ending September 2026, The Iconic’s share of searches among online fashion retailers in New Zealand peaked at 5% in November 2025 and was lowest at 3.3% in July 2026.
  • Across the 12 months ending September 2026, The Iconic rose from 6th to 5th among online fashion retailers in New Zealand.

How did search popularity change for New Zealand online fashion retailers in September 2026?

6 changes

  1. In September 2026, The Iconic overtook ASOS and Max to rank 5th among online fashion retailers in New Zealand, with 4.4% of the searches.

  2. In September 2026, ASOS lost share of searches among online fashion retailers in New Zealand, from 3.7% to 3.1%.

  3. In September 2026, Hello Molly rose from 12th to 11th among online fashion retailers in New Zealand.

  4. In September 2026, Boohoo fell from 11th to 12th among online fashion retailers in New Zealand.

  5. Estimated monthly branded searches for Showpo in New Zealand fell 31.8% over 12 measured months, from 15.8K to 10.8K in September 2026.

  6. Estimated monthly branded searches for White Fox Boutique in New Zealand fell 31.4% over 12 measured months, from 1.9K to 1.3K in September 2026.

How are The Iconic’s branded searches counted?

9 search terms

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

  • the iconic
  • the iconic aus
  • the iconic clothing
  • the iconic delivery
  • the iconic dresses
  • the iconic voucher
  • theiconic
  • theiconic clothing
  • theiconic dresses

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How the Brand Demand Index is measured

Where does The Iconic compete?

The Iconic is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
online retailers and marketplaces13th of 140.64%Show ranking
Online fashion retailers5th of 144.4%Shown above
Creator with pink hair and a pink jacket

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