Brandwave

R.M.Williams vs UGG:Which is more popular?

In September 2026, UGG had more branded searches than R.M.Williams among boot brands in New Zealand. UGG had about 34,800 branded searches, while R.M.Williams had 13,200. UGG made up 33.5% of all boot brand searches we track, and R.M.Williams accounted for 12.7%. When we asked ChatGPT and Google AI Overviews about boot brands, R.M.Williams appeared in two of the five answers and UGG in none.

Among boot brands in New Zealand in September 2026

Who do people search for more?

UGG, about 3 searches for every 1 for R.M.Williams

UGG 34.8K searchesR.M.Williams 13.2K searches

Who does AI mention more?

R.M.Williams, mentioned in 2 of 5 answers, UGG in 0

R.M.Williams in 2 of 5UGG in 0 of 5

Who does AI recommend more?

R.M.Williams, the only one of the two named

R.M.Williams first in 2UGG never named

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, R.M.Williams was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. UGG did not appear in any of the five answers.

Most recommended by AI

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

  1. Blundstone1st
  2. John Bull2nd
  3. Steel Blue3rd
  4. Timberland4th
  5. Redback4th
  6. R.M.Williams6th
  7. Dr. Martens7th
  8. Merrell8th
  9. UGG–
  10. SCARPA–

Mentioned by AI

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

  • Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Timberland4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Bull3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dr. Martens2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • R.M.Williams2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Steel Blue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redback2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merrell1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • UGG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SCARPA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about boot 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 19, 2026.

Is R.M.Williams or UGG more popular in search?

This chart shows how often people search Google for R.M.Williams and UGG by name. Each line represents a brand's share of searches for all ten boot brands we track, month by month, from searches in New Zealand.

R.M.Williams and UGG among boot brands in New Zealand, by month

Share of searches by month for UGG, R.M.Williams. The figures are in the table below the chart.

View monthly share of searches table
MonthUGGDr. MartensTimberlandR.M.WilliamsBlundstoneMerrellJohn BullSteel BlueRedbackSCARPA
Oct 202532.6%23.5%13.1%15%7.4%5.4%1.9%0.59%0.37%0.14%
Nov 202536.5%20.8%11.8%16.9%6%5.8%1.2%0.46%0.29%0.11%
Dec 202541.1%19.6%11.5%16.1%5.5%4.6%0.95%0.29%0.26%0.08%
Jan 202635.9%23.6%11.8%11.9%8.1%6%1.5%0.55%0.41%0.13%
Feb 202635%22.5%11.3%13.6%8.7%6.1%1.7%0.52%0.48%0.12%
Mar 202638%22.4%11.2%11.6%8.5%5.7%1.4%0.52%0.4%0.18%
Apr 202641.9%19.3%11.3%11.5%8%5.7%1.2%0.44%0.5%0.16%
May 202646%18.2%10.5%11%7.4%4.7%1.1%0.4%0.45%0.14%
Jun 202642%20.4%10.5%12.2%8.3%4.4%1.2%0.45%0.48%0.13%
Jul 202642.5%17.1%11.7%12.1%9%5.5%1.2%0.36%0.39%0.16%
Aug 202640.2%17.5%13.2%12.5%9.1%5.2%1.3%0.46%0.44%0.13%
Sep 202633.5%21%13.5%12.7%10.2%6.4%1.5%0.57%0.53%0.16%

How has the R.M.Williams and UGG comparison changed over the last 12 months?

3 findings
  • UGG was ahead of R.M.Williams in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, R.M.Williams’ share of searches among boot brands in New Zealand moved from 15% to 12.7%, and its estimated monthly branded searches moved from 15K to 13.2K.
  • Across the 12 months ending September 2026, UGG’s share of searches among boot brands in New Zealand moved from 32.6% to 33.5%, and its estimated monthly branded searches moved from 32.5K to 34.8K.

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

2 changes

  1. In September 2026, UGG lost share of searches among boot brands in New Zealand, from 40.2% to 33.5%.

  2. Estimated monthly branded searches for R.M.Williams in New Zealand fell 11.6% over 12 measured months, from 15K to 13.2K in September 2026.

How are branded searches counted?

26 search terms

Brandwave collects information about searches that people make online using R.M.Williams’ and UGG’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

R.M.Williams

16 branded search terms

  • r m williams
  • r m williams boots
  • r m williams shoes
  • rm williams
  • rm williams boots
  • rm williams cambridge
  • rm williams chelsea boots
  • rm williams comfort craftsman
  • rm williams jersey
  • rm williams outlet
  • rm williams sale
  • rm williams shoes
  • rm williams sylvia park
  • rmwilliams
  • rmwilliams boots
  • rmwilliams shoes

UGG

10 branded search terms

  • australian ugg
  • ugg
  • ugg boots
  • ugg clogs
  • ugg outlet
  • ugg shoes
  • ugg slippers
  • ugg tasman
  • ugg tasman slippers
  • ugg tazz

How the Brand Demand Index is measured

Other head-to-heads among boot brands

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