Brandwave

Online fashion retailers in New Zealand:Which brands are most popular in search?

In August 2026, Shein was the most searched among online fashion retailers in New Zealand, with an estimated 292K branded searches and 65.9% estimated Share of Search within this set.

Share of Search, August 2026
  1. Shein65.9%
  2. Princess Polly9%
  3. ASOS6.8%
  4. The Iconic6.8%
  5. Showpo3.7%
  6. Boohoo3%
  7. Stylerunner2.4%
  8. Hello Molly1.9%
  9. White Fox Boutique0.55%

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Share of SearchLeaderboard

Compare the online fashion stores that ship clothing, shoes and accessories to New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among online fashion retailers in New Zealand, by month

Share of Search by month for Shein, Princess Polly, ASOS, The Iconic, Showpo, Boohoo, Stylerunner. The figures are in the table below the chart.

View monthly share of search table
MonthSheinPrincess PollyASOSThe IconicShowpoBoohooStylerunnerHello MollyWhite Fox Boutique
Oct 202565.7%9.8%5.9%6%4%4.2%2.1%1.8%0.53%
Nov 202557.3%12.1%6.1%9%4%5.7%3.2%1.9%0.67%
Dec 202561.9%11.3%5.7%8.2%3.2%3.7%3.6%1.6%0.75%
Jan 202662.4%9.4%7.3%6.9%3.9%4.2%3%2.4%0.52%
Feb 202661.4%9.7%7.3%6.8%4%4.3%2.9%3%0.51%
Mar 202662.9%9.8%6.1%6.8%3.8%3.7%3.2%3.1%0.6%
Apr 202662.7%9.7%7.3%7%3.2%3.6%3%2.9%0.52%
May 202663.4%10.2%6.3%7.1%3.3%3.7%2.6%2.9%0.53%
Jun 202667.1%9%5.7%6.6%3%3%2.9%2.2%0.58%
Jul 202665.5%8.5%7.8%6.3%3.4%3.1%2.7%2.1%0.56%
Aug 202665.9%9%6.8%6.8%3.7%3%2.4%1.9%0.55%
Sep 2026—————————

This month’s ranking, August 2026

  1. 1.Shein

    65.9%

    held 1st · 292K estimated branded searches · +13.7% vs prior month · +0.4 points

  2. 2.Princess Polly

    9%

    held 2nd · 39.9K estimated branded searches · +19.8% vs prior month · +0.5 points

  3. 3.ASOS

    6.8%

    held 3rd · 30.1K estimated branded searches · -1.7% vs prior month · -1 points

  4. 4.The Iconic

    6.8%

    held 4th · 29.9K estimated branded searches · +21.9% vs prior month · +0.5 points

  5. 5.Showpo

    3.7%

    held 5th · 16.5K estimated branded searches · +22.3% vs prior month · +0.3 points

  6. 6.Boohoo

    3%

    held 6th · 13.2K estimated branded searches · +8.1% vs prior month · -0.1 points

  7. 7.Stylerunner

    2.4%

    held 7th · 10.6K estimated branded searches · +0.09% vs prior month · -0.3 points

  8. 8.Hello Molly

    1.9%

    held 8th · 8.6K estimated branded searches · +4% vs prior month · -0.2 points

  9. 9.White Fox Boutique

    0.55%

    held 9th · 2.4K estimated branded searches · +11% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among online fashion retailers in New Zealand?

In August 2026, Shein was the most searched among online fashion retailers in New Zealand, with an estimated 292K branded searches and 65.9% estimated Share of Search within this set. Princess Polly is in 2nd place, 56.9 percentage points behind at 9% Share of Search.

New Zealand online fashion retailers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Shein65.7% → 65.9%67.1%Jun 202657.3%Nov 20251st
Princess Polly9.8% → 9%12.1%Nov 20258.5%Jul 20262nd
ASOS5.9% → 6.8%7.8%Jul 20265.7%Dec 20254th → 3rd
The Iconic6% → 6.8%9%Nov 20256%Oct 20253rd → 4th
Showpo4% → 3.7%4%Feb 20263%Jun 20266th → 5th
Boohoo4.2% → 3%5.7%Nov 20253%Aug 20265th → 6th
Stylerunner2.1% → 2.4%3.6%Dec 20252.1%Oct 20257th
Hello Molly1.8% → 1.9%3.1%Mar 20261.6%Dec 20258th
White Fox Boutique0.53% → 0.55%0.75%Dec 20250.51%Feb 20269th

Each finding as a sentence

  • Across the 11 months ending August 2026, Princess Polly’s estimated Share of Search among online fashion retailers in New Zealand decreased from 9.8% to 9%.
  • Across the 11 months ending August 2026, ASOS’s estimated Share of Search among online fashion retailers in New Zealand increased from 5.9% to 6.8%.
  • Across the 11 months ending August 2026, The Iconic’s estimated Share of Search among online fashion retailers in New Zealand increased from 6% to 6.8%.
  • Across the 11 months ending August 2026, Boohoo’s estimated Share of Search among online fashion retailers in New Zealand decreased from 4.2% to 3%.
  • Across the 11 months ending August 2026, Shein’s estimated Share of Search among online fashion retailers in New Zealand peaked at 67.1% in June 2026 and was lowest at 57.3% in November 2025.
  • Across the 11 months ending August 2026, Princess Polly’s estimated Share of Search among online fashion retailers in New Zealand peaked at 12.1% in November 2025 and was lowest at 8.5% in July 2026.
  • Across the 11 months ending August 2026, ASOS’s estimated Share of Search among online fashion retailers in New Zealand peaked at 7.8% in July 2026 and was lowest at 5.7% in December 2025.
  • Across the 11 months ending August 2026, The Iconic’s estimated Share of Search among online fashion retailers in New Zealand peaked at 9% in November 2025 and was lowest at 6% in October 2025.
  • Across the 11 months ending August 2026, Showpo’s estimated Share of Search among online fashion retailers in New Zealand peaked at 4% in February 2026 and was lowest at 3% in June 2026.
  • Across the 11 months ending August 2026, Boohoo’s estimated Share of Search among online fashion retailers in New Zealand peaked at 5.7% in November 2025 and was lowest at 3% in August 2026.
  • Across the 11 months ending August 2026, Stylerunner’s estimated Share of Search among online fashion retailers in New Zealand peaked at 3.6% in December 2025 and was lowest at 2.1% in October 2025.
  • Across the 11 months ending August 2026, Hello Molly’s estimated Share of Search among online fashion retailers in New Zealand peaked at 3.1% in March 2026 and was lowest at 1.6% in December 2025.
  • Across the 11 months ending August 2026, ASOS rose from 4th to 3rd among online fashion retailers in New Zealand.
  • Across the 11 months ending August 2026, The Iconic fell from 3rd to 4th among online fashion retailers in New Zealand.
  • Across the 11 months ending August 2026, Showpo rose from 6th to 5th among online fashion retailers in New Zealand.
  • Across the 11 months ending August 2026, Boohoo fell from 5th to 6th among online fashion retailers in New Zealand.
  • Across the 11 months ending August 2026, Shein, Stylerunner, Hello Molly and White Fox Boutique held steady: their estimated Share of Search among online fashion retailers in New Zealand each moved less than 0.5 percentage points.

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

  1. In August 2026, Princess Polly gained estimated Share of Search among online fashion retailers in New Zealand, from 8.5% to 9%.

  2. In August 2026, ASOS lost estimated Share of Search among online fashion retailers in New Zealand, from 7.8% to 6.8%.

  3. Hello Molly’s estimated Share of Search among online fashion retailers in New Zealand has lost ground for 3 months in a row, from 2.9% to 1.9% in August 2026.

  4. Estimated monthly branded searches for Boohoo in New Zealand fell 37% over 11 measured months, from 21K to 13.2K in August 2026.

  5. Estimated monthly branded searches for Showpo in New Zealand fell 17% over 11 measured months, from 19.8K to 16.5K in August 2026.

  6. Estimated monthly branded searches for Shein in New Zealand fell 11.4% over 11 measured months, from 329K to 292K in August 2026.

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