Brandwave

Shein vs The Iconic:Which is more popular?

In September 2026, Shein had more branded searches than The Iconic among online fashion retailers in New Zealand. Shein had about 249,000 branded searches, while The Iconic had 28,000. Shein made up 39.1% of all online fashion retailer searches we track, and The Iconic accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, The Iconic appeared in four of the five answers and Shein in none.

Among online fashion retailers in New Zealand in September 2026

Who do people search for more?

Shein, about 9 searches for every 1 for The Iconic

Shein 249K searchesThe Iconic 28K searches

Who does AI mention more?

The Iconic, mentioned in 4 of 5 answers, Shein in 0

The Iconic in 4 of 5Shein in 0 of 5

Who does AI recommend more?

The Iconic, the only one of the two named

The Iconic first in 4Shein never named

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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. Shein 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. 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.

Is Shein or The Iconic more popular in search?

This chart shows how often people search Google for Shein and The Iconic by name. Each line represents a brand's share of searches for all 14 online fashion retailers we track, month by month, from searches in New Zealand.

Shein and The Iconic among online fashion retailers in New Zealand, by month

Share of searches by month for Shein, The Iconic. 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%

How has the Shein and The Iconic comparison changed over the last 12 months?

3 findings

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

1 change

  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.

How are branded searches counted?

28 search terms

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

Shein

19 branded search terms

  • dresses at shein
  • Shein
  • shein app
  • shein apparel
  • shein bikini
  • shein clothing
  • shein com
  • shein curve
  • shein dres
  • shein dresses
  • shein on
  • shein shoe
  • shein swim wear
  • shein swimwear
  • shein tops
  • shein wedding dresses
  • shein+
  • sheincom
  • sheinkids

The Iconic

9 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among online fashion retailers

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