Brandwave

How popular isWorking Style?

In September 2026, people searched for Working Style by name about 2,400 times in New Zealand, about the same as the previous year. These searches made up 1.4% of all New Zealand menswear retailer searches, placing Working Style seventh out of ten retailers. When we asked both ChatGPT and Google AI Overviews about menswear retailers, Working Style appeared in two of the five answers and was the fifth most recommended of the ten.

Search and AI answers in September 2026

Working Style is the seventh most searched of 10 competitors and the fifth most recommended in AI answers.

  1. HallensteinsShare of searches 35.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  2. AS ColourShare of searches 19.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. BarkersShare of searches 14.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. I Love UglyShare of searches 12.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  5. Working StyleShare of searches 1.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top menswear retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Working Style was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Working Style is the fifth most recommended of the ten.

Most recommended by AI

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

  1. Barkers1st
  2. 3 Wise Men2nd
  3. Rodd & Gunn3rd
  4. AS Colour4th
  5. Working Style5th
  6. Rembrandt6th
  7. Hallensteins7th
  8. I Love Ugly8th
  9. Tarocash–
  10. Industrie–

Mentioned by AI

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

  • AS Colour3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Barkers3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • 3 Wise Men3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rembrandt3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rodd & Gunn2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Working Style2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hallensteins1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • I Love Ugly1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tarocash0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Industrie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about menswear 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 menswear retailers compete with Working Style?

Working Style against menswear retailers in New Zealand, by month

Share of searches by month for Hallensteins, AS Colour, Barkers, I Love Ugly, Rodd & Gunn, Tarocash, Working Style. The figures are in the table below the chart.

View monthly share of searches table
MonthHallensteinsAS ColourBarkersI Love UglyRodd & GunnTarocashWorking StyleIndustrie3 Wise MenRembrandt
Oct 202530.2%24.6%12.4%13.5%11.3%4%1.5%1.3%0.79%0.32%
Nov 202526.8%21.8%11.6%21.9%12.3%2.9%1%0.95%0.58%0.17%
Dec 202535.9%19.6%12.7%13.1%13.4%2.6%0.95%0.87%0.75%0.15%
Jan 202636.3%19.8%12.8%10.9%13.5%3.2%1.4%1.2%0.6%0.32%
Feb 202633.9%22.6%12%12.4%12.6%3%1.3%1.3%0.68%0.24%
Mar 202633.6%22.4%12.2%15%10.3%3%1.3%1.1%0.72%0.24%
Apr 202638.6%21.1%10.9%11.6%11.9%2.8%0.99%1.1%0.83%0.23%
May 202636.5%19.9%12.6%13.3%11.3%3.2%1.2%1%0.79%0.26%
Jun 202631.7%21.1%14.1%14.2%11.9%3.4%1.3%1.3%0.83%0.19%
Jul 202635.3%19.2%12.4%12.9%13.2%3.1%1.1%1.3%0.93%0.37%
Aug 202630.3%20.2%11%20.3%11.4%3.3%1.2%1.1%0.8%0.38%
Sep 202635.1%19.1%14.7%12.9%10.8%3.8%1.4%1.1%0.75%0.25%

  1. 1.Hallensteins

    35.1%

    Held 1st. 60.8K estimated branded searches, +0.08% vs prior month. Share +4.8 points.

  2. 2.AS Colour

    19.1%

    Moved from 3rd to 2nd. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.1 points.

  3. 3.Barkers

    14.7%

    Moved from 5th to 3rd. 25.5K estimated branded searches, +15.8% vs prior month. Share +3.8 points.

  4. 4.I Love Ugly

    12.9%

    Moved from 2nd to 4th. 22.3K estimated branded searches, -45.2% vs prior month. Share -7.4 points.

  5. 5.Rodd & Gunn

    10.8%

    Moved from 4th to 5th. 18.7K estimated branded searches, -18.5% vs prior month. Share -0.6 points.

  6. 6.Tarocash

    3.8%

    Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Working Style

    1.4%

    Held 7th. 2.4K estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.Industrie

    1.1%

    Held 8th. 1.9K estimated branded searches, -16.2% vs prior month. Share 0 points.

  9. 9.3 Wise Men

    0.75%

    Held 9th. 1.3K estimated branded searches, -18.8% vs prior month. Share 0 points.

  10. 10.Rembrandt

    0.25%

    Held 10th. 430 estimated branded searches, -43.4% vs prior month. Share -0.1 points.

Compare popularity between Working Style and its closest rivals

Every comparison with Working Style

9 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Working Style in New Zealand held steady at 2.4K.
  • Across the 12 months ending September 2026, Working Style’s share of searches among menswear retailers in New Zealand held steady, from 1.5% to 1.4%.

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

6 changes

  1. In September 2026, Barkers overtook I Love Ugly and Rodd & Gunn to rank 3rd among menswear retailers in New Zealand, with 14.7% of the searches.

  2. In September 2026, Hallensteins gained share of searches among menswear retailers in New Zealand, from 30.3% to 35.1%.

  3. In September 2026, Tarocash gained share of searches among menswear retailers in New Zealand, from 3.3% to 3.8%.

  4. In September 2026, I Love Ugly lost share of searches among menswear retailers in New Zealand, from 20.3% to 12.9%.

  5. In September 2026, AS Colour lost share of searches among menswear retailers in New Zealand, from 20.2% to 19.1%.

  6. In September 2026, Rodd & Gunn lost share of searches among menswear retailers in New Zealand, from 11.4% to 10.8%.

How are Working Style’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Working Style’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • working style

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How the Brand Demand Index is measured

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