Premium fashion brands in New Zealand:Which brands are most popular in search?
In August 2026, Calvin Klein was the most searched among premium fashion brands in New Zealand, with an estimated 33.8K branded searches and 33.1% estimated Share of Search within this set.
Calvin Klein33.1%Tommy Hilfiger23.9%
Ralph Lauren21%
Guess8.8%
Hugo Boss7.4%
Lacoste5.9%
Follow premium fashion brands and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Share of SearchLeaderboard
Compare the premium international fashion brands New Zealanders shop in store and online. 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 by month for Calvin Klein, Tommy Hilfiger, Ralph Lauren, Guess, Hugo Boss, Lacoste. The figures are in the table below the chart.
View monthly share of search table
| Month | Calvin Klein | Tommy Hilfiger | Ralph Lauren | Guess | Hugo Boss | Lacoste |
|---|---|---|---|---|---|---|
| Oct 2025 | 32% | 28.6% | 19.2% | 6% | 6.8% | 7.4% |
| Nov 2025 | 35.5% | 29.5% | 16.8% | 7% | 5.4% | 5.9% |
| Dec 2025 | 35.9% | 27.3% | 17.2% | 7.6% | 5.9% | 6.1% |
| Jan 2026 | 35.2% | 26.4% | 18.8% | 7% | 6.2% | 6.4% |
| Feb 2026 | 38.2% | 22.5% | 20.4% | 5.9% | 6.4% | 6.6% |
| Mar 2026 | 41% | 23.8% | 19.1% | 5% | 5.6% | 5.5% |
| Apr 2026 | 36.6% | 28.1% | 18.6% | 5.9% | 5.4% | 5.3% |
| May 2026 | 37.3% | 27.4% | 18.1% | 6.5% | 5.8% | 4.9% |
| Jun 2026 | 37.2% | 26.3% | 18.7% | 6.8% | 6% | 4.9% |
| Jul 2026 | 35.8% | 27.8% | 18.8% | 6.5% | 6.2% | 4.8% |
| Aug 2026 | 33.1% | 23.9% | 21% | 8.8% | 7.4% | 5.9% |
| Sep 2026 | — | — | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 33.1% | 33.8K | -13.8% | -2.7 points | |
| 2, held 2nd | 23.9% | 24.4K | -20.1% | -4 points | |
| 3, held 3rd | 21% | 21.4K | +3.9% | +2.1 points | |
| 4, held 4th | 8.8% | 9K | +25.8% | +2.3 points | |
| 5, held 5th | 7.4% | 7.5K | +11.1% | +1.2 points | |
| 6, held 6th | 5.9% | 6K | +14.6% | +1.1 points |
33.1%
held 1st · 33.8K estimated branded searches · -13.8% vs prior month · -2.7 points
23.9%
held 2nd · 24.4K estimated branded searches · -20.1% vs prior month · -4 points
21%
held 3rd · 21.4K estimated branded searches · +3.9% vs prior month · +2.1 points
4.
Guess8.8%
held 4th · 9K estimated branded searches · +25.8% vs prior month · +2.3 points
7.4%
held 5th · 7.5K estimated branded searches · +11.1% vs prior month · +1.2 points
6.
Lacoste5.9%
held 6th · 6K estimated branded searches · +14.6% vs prior month · +1.1 points
Compare search popularity between leading brands
- Calvin Klein vs Guess: compare search popularity
- Calvin Klein vs Hugo Boss: compare search popularity
- Tommy Hilfiger vs Guess: compare search popularity
- Tommy Hilfiger vs Hugo Boss: compare search popularity
- Ralph Lauren vs Guess: compare search popularity
- Ralph Lauren vs Hugo Boss: compare search popularity
- Guess vs Hugo Boss: compare search popularity
- Compare any of these brands
Which brand is most popular in search among premium fashion brands in New Zealand?
6 brands
In August 2026, Calvin Klein was the most searched among premium fashion brands in New Zealand, with an estimated 33.8K branded searches and 33.1% estimated Share of Search within this set. Tommy Hilfiger is in 2nd place, 9.3 percentage points behind at 23.9% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Calvin Klein | 32% → 33.1% | 41%Mar 2026 | 32%Oct 2025 | 1st |
| Tommy Hilfiger | 28.6% → 23.9% | 29.5%Nov 2025 | 22.5%Feb 2026 | 2nd |
| Ralph Lauren | 19.2% → 21% | 21%Aug 2026 | 16.8%Nov 2025 | 3rd |
| Guess | 6% → 8.8% | 8.8%Aug 2026 | 5%Mar 2026 | 6th → 4th |
| Hugo Boss | 6.8% → 7.4% | 7.4%Aug 2026 | 5.4%Nov 2025 | 5th |
| Lacoste | 7.4% → 5.9% | 7.4%Oct 2025 | 4.8%Jul 2026 | 4th → 6th |
Each finding as a sentence
- Across the 11 months ending August 2026, Calvin Klein’s estimated Share of Search among premium fashion brands in New Zealand increased from 32% to 33.1%.
- Across the 11 months ending August 2026, Tommy Hilfiger’s estimated Share of Search among premium fashion brands in New Zealand decreased from 28.6% to 23.9%.
- Across the 11 months ending August 2026, Ralph Lauren’s estimated Share of Search among premium fashion brands in New Zealand increased from 19.2% to 21%.
- Across the 11 months ending August 2026, Guess’ estimated Share of Search among premium fashion brands in New Zealand increased from 6% to 8.8%.
- Across the 11 months ending August 2026, Hugo Boss’ estimated Share of Search among premium fashion brands in New Zealand increased from 6.8% to 7.4%.
- Across the 11 months ending August 2026, Lacoste’s estimated Share of Search among premium fashion brands in New Zealand decreased from 7.4% to 5.9%.
- Across the 11 months ending August 2026, Calvin Klein’s estimated Share of Search among premium fashion brands in New Zealand peaked at 41% in March 2026 and was lowest at 32% in October 2025.
- Across the 11 months ending August 2026, Tommy Hilfiger’s estimated Share of Search among premium fashion brands in New Zealand peaked at 29.5% in November 2025 and was lowest at 22.5% in February 2026.
- Across the 11 months ending August 2026, Ralph Lauren’s estimated Share of Search among premium fashion brands in New Zealand peaked at 21% in August 2026 and was lowest at 16.8% in November 2025.
- Across the 11 months ending August 2026, Guess’ estimated Share of Search among premium fashion brands in New Zealand peaked at 8.8% in August 2026 and was lowest at 5% in March 2026.
- Across the 11 months ending August 2026, Hugo Boss’ estimated Share of Search among premium fashion brands in New Zealand peaked at 7.4% in August 2026 and was lowest at 5.4% in November 2025.
- Across the 11 months ending August 2026, Lacoste’s estimated Share of Search among premium fashion brands in New Zealand peaked at 7.4% in October 2025 and was lowest at 4.8% in July 2026.
- Across the 11 months ending August 2026, Guess rose from 6th to 4th among premium fashion brands in New Zealand.
- Across the 11 months ending August 2026, Lacoste fell from 4th to 6th among premium fashion brands in New Zealand.
How did search popularity change for New Zealand premium fashion brands in August 2026?
6 changes
In August 2026, Guess gained estimated Share of Search among premium fashion brands in New Zealand, from 6.5% to 8.8%.
In August 2026, Ralph Lauren gained estimated Share of Search among premium fashion brands in New Zealand, from 18.8% to 21%.
In August 2026, Hugo Boss gained estimated Share of Search among premium fashion brands in New Zealand, from 6.2% to 7.4%.
In August 2026, Lacoste gained estimated Share of Search among premium fashion brands in New Zealand, from 4.8% to 5.9%.
In August 2026, Tommy Hilfiger lost estimated Share of Search among premium fashion brands in New Zealand, from 27.8% to 23.9%.
In August 2026, Calvin Klein lost estimated Share of Search among premium fashion brands in New Zealand, from 35.8% to 33.1%.
See your own brand in this picture
Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.