Brandwave

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

In September 2026, UGG had more branded searches than R.M.Williams among dress boots brands in New Zealand. UGG had about 29,600 branded searches, while R.M.Williams had 9,900. UGG made up 50.7% of all dress boots brand searches we track, and R.M.Williams accounted for 17%. When we asked ChatGPT and Google AI Overviews about dress boots brands, R.M.Williams appeared in four of the five answers and UGG in none.

Among dress boots 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 29.6K searchesR.M.Williams 9.9K searches

Who does AI mention more?

R.M.Williams, mentioned in 4 of 5 answers, UGG in 0

R.M.Williams in 4 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 4UGG never named

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Top dress boots brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, R.M.Williams was mentioned in four out of five: in all 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. R.M.Williams1st
  2. Florsheim2nd
  3. Merchant 19483rd
  4. Blundstone4th
  5. UGG–
  6. Timberland–

Mentioned by AI

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

  • R.M.Williams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Merchant 19484 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Florsheim4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Blundstone3 of 5Named in 2 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
  • Timberland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dress boots 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.

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 six dress boots brands we track, month by month, from searches in New Zealand.

R.M.Williams and UGG among dress boots 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
MonthUGGR.M.WilliamsTimberlandBlundstoneMerchant 1948Florsheim
Oct 202550.4%21.2%15%6.8%5.5%1%
Nov 202553%22.9%13.2%5%4.9%0.91%
Dec 202558%20.8%12.4%4.2%3.8%0.68%
Jan 202656.4%16.4%14.4%6.4%5.4%0.98%
Feb 202654%18.8%13.6%7.4%5.1%1.1%
Mar 202656.6%15.4%13.5%7.4%5.1%2%
Apr 202659.3%15.6%13.6%6.4%4.2%0.93%
May 202663.7%13.9%12.1%5.7%3.8%0.83%
Jun 202660.7%16%11.5%6.6%4.2%0.95%
Jul 202659.2%15.5%13.6%6.9%4.1%0.75%
Aug 202657.1%15.6%14.1%7.2%5%0.93%
Sep 202650.7%17%15.5%8.6%6.7%1.5%

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 dress boots brands in New Zealand moved from 21.2% to 17%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
  • Across the 12 months ending September 2026, UGG’s share of searches among dress boots brands in New Zealand moved from 50.4% to 50.7%, and its estimated monthly branded searches moved from 28.7K to 29.6K.

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

2 changes

  1. In September 2026, R.M.Williams gained share of searches among dress boots brands in New Zealand, from 15.6% to 17%.

  2. In September 2026, UGG lost share of searches among dress boots brands in New Zealand, from 57.1% to 50.7%.

How are branded searches counted?

9 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

1 branded search term

  • rm williams

UGG

8 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among dress boots brands

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