---
title: "Premium fashion brands in New Zealand: Which brands are most popular in search?"
description: "Compare the premium international fashion brands New Zealanders shop in store and online. Share of Search among Calvin Klein, Tommy Hilfiger, Ralph Lauren, Guess, Hugo Boss and Lacoste, the premium fashion brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-premium-fashion-brands"
publisher: "Brandwave"
---

# Premium fashion brands in New Zealand: Which brands are most popular in search?

Compare the premium international fashion brands New Zealanders shop in store and online. Share of Search among Calvin Klein, Tommy Hilfiger, Ralph Lauren, Guess, Hugo Boss and Lacoste, the premium fashion brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Premium fashion brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Calvin Klein, 33.1%

## Which brand is most popular in search among premium fashion brands in New Zealand?

- 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.
- 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.

## Compare search popularity between leading brands

- [Calvin Klein vs Tommy Hilfiger: compare search popularity](/demand/nz/compare/calvin-klein-vs-tommy-hilfiger): 33.1% against 23.9% Share of Search.
- [Calvin Klein vs Ralph Lauren: compare search popularity](/demand/nz/compare/calvin-klein-vs-ralph-lauren): 33.1% against 21% Share of Search.
- [Calvin Klein vs Guess: compare search popularity](/demand/nz/compare/calvin-klein-vs-guess): 33.1% against 8.8% Share of Search.
- [Calvin Klein vs Hugo Boss: compare search popularity](/demand/nz/compare/calvin-klein-vs-hugo-boss): 33.1% against 7.4% Share of Search.
- [Tommy Hilfiger vs Ralph Lauren: compare search popularity](/demand/nz/compare/ralph-lauren-vs-tommy-hilfiger): 23.9% against 21% Share of Search.
- [Tommy Hilfiger vs Guess: compare search popularity](/demand/nz/compare/guess-vs-tommy-hilfiger): 23.9% against 8.8% Share of Search.
- [Tommy Hilfiger vs Hugo Boss: compare search popularity](/demand/nz/compare/hugo-boss-vs-tommy-hilfiger): 23.9% against 7.4% Share of Search.
- [Ralph Lauren vs Guess: compare search popularity](/demand/nz/compare/guess-vs-ralph-lauren): 21% against 8.8% Share of Search.
- [Ralph Lauren vs Hugo Boss: compare search popularity](/demand/nz/compare/hugo-boss-vs-ralph-lauren): 21% against 7.4% Share of Search.
- [Guess vs Hugo Boss: compare search popularity](/demand/nz/compare/guess-vs-hugo-boss): 8.8% against 7.4% Share of Search.

## How did search popularity change for New Zealand premium fashion brands in August 2026?

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Calvin Klein | 33.1% | 33.8K | -13.8% | Calvin Klein |
| 2 | Tommy Hilfiger | 23.9% | 24.4K | -20.1% | Tommy Hilfiger |
| 3 | Ralph Lauren | 21% | 21.4K | +3.9% | Ralph Lauren |
| 4 | Guess | 8.8% | 9K | +25.8% | Guess |
| 5 | Hugo Boss | 7.4% | 7.5K | +11.1% | Hugo Boss |
| 6 | Lacoste | 5.9% | 6K | +14.6% | Lacoste |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Calvin Klein | 30.9K | 32% | 1 |
| Oct 2025 | Tommy Hilfiger | 27.6K | 28.6% | 2 |
| Oct 2025 | Ralph Lauren | 18.6K | 19.2% | 3 |
| Oct 2025 | Lacoste | 7.1K | 7.4% | 4 |
| Oct 2025 | Hugo Boss | 6.6K | 6.8% | 5 |
| Oct 2025 | Guess | 5.7K | 6% | 6 |
| Nov 2025 | Calvin Klein | 54.2K | 35.5% | 1 |
| Nov 2025 | Tommy Hilfiger | 45K | 29.5% | 2 |
| Nov 2025 | Ralph Lauren | 25.6K | 16.8% | 3 |
| Nov 2025 | Guess | 10.6K | 7% | 4 |
| Nov 2025 | Lacoste | 9K | 5.9% | 5 |
| Nov 2025 | Hugo Boss | 8.2K | 5.4% | 6 |
| Dec 2025 | Calvin Klein | 54.1K | 35.9% | 1 |
| Dec 2025 | Tommy Hilfiger | 41.2K | 27.3% | 2 |
| Dec 2025 | Ralph Lauren | 25.9K | 17.2% | 3 |
| Dec 2025 | Guess | 11.5K | 7.6% | 4 |
| Dec 2025 | Lacoste | 9.1K | 6.1% | 5 |
| Dec 2025 | Hugo Boss | 9K | 5.9% | 6 |
| Jan 2026 | Calvin Klein | 37K | 35.2% | 1 |
| Jan 2026 | Tommy Hilfiger | 27.7K | 26.4% | 2 |
| Jan 2026 | Ralph Lauren | 19.7K | 18.8% | 3 |
| Jan 2026 | Guess | 7.4K | 7% | 4 |
| Jan 2026 | Lacoste | 6.7K | 6.4% | 5 |
| Jan 2026 | Hugo Boss | 6.5K | 6.2% | 6 |
| Feb 2026 | Calvin Klein | 31.4K | 38.2% | 1 |
| Feb 2026 | Tommy Hilfiger | 18.5K | 22.5% | 2 |
| Feb 2026 | Ralph Lauren | 16.8K | 20.4% | 3 |
| Feb 2026 | Lacoste | 5.4K | 6.6% | 4 |
| Feb 2026 | Hugo Boss | 5.3K | 6.4% | 5 |
| Feb 2026 | Guess | 4.8K | 5.9% | 6 |
| Mar 2026 | Calvin Klein | 41K | 41% | 1 |
| Mar 2026 | Tommy Hilfiger | 23.8K | 23.8% | 2 |
| Mar 2026 | Ralph Lauren | 19.1K | 19.1% | 3 |
| Mar 2026 | Hugo Boss | 5.6K | 5.6% | 4 |
| Mar 2026 | Lacoste | 5.5K | 5.5% | 5 |
| Mar 2026 | Guess | 5K | 5% | 6 |
| Apr 2026 | Calvin Klein | 37.8K | 36.6% | 1 |
| Apr 2026 | Tommy Hilfiger | 29.1K | 28.1% | 2 |
| Apr 2026 | Ralph Lauren | 19.3K | 18.6% | 3 |
| Apr 2026 | Guess | 6.2K | 5.9% | 4 |
| Apr 2026 | Hugo Boss | 5.6K | 5.4% | 5 |
| Apr 2026 | Lacoste | 5.5K | 5.3% | 6 |
| May 2026 | Calvin Klein | 41.1K | 37.3% | 1 |
| May 2026 | Tommy Hilfiger | 30.2K | 27.4% | 2 |
| May 2026 | Ralph Lauren | 19.9K | 18.1% | 3 |
| May 2026 | Guess | 7.2K | 6.5% | 4 |
| May 2026 | Hugo Boss | 6.4K | 5.8% | 5 |
| May 2026 | Lacoste | 5.5K | 4.9% | 6 |
| Jun 2026 | Calvin Klein | 40.8K | 37.2% | 1 |
| Jun 2026 | Tommy Hilfiger | 28.8K | 26.3% | 2 |
| Jun 2026 | Ralph Lauren | 20.5K | 18.7% | 3 |
| Jun 2026 | Guess | 7.5K | 6.8% | 4 |
| Jun 2026 | Hugo Boss | 6.5K | 6% | 5 |
| Jun 2026 | Lacoste | 5.4K | 4.9% | 6 |
| Jul 2026 | Calvin Klein | 39.3K | 35.8% | 1 |
| Jul 2026 | Tommy Hilfiger | 30.5K | 27.8% | 2 |
| Jul 2026 | Ralph Lauren | 20.6K | 18.8% | 3 |
| Jul 2026 | Guess | 7.1K | 6.5% | 4 |
| Jul 2026 | Hugo Boss | 6.8K | 6.2% | 5 |
| Jul 2026 | Lacoste | 5.3K | 4.8% | 6 |
| Aug 2026 | Calvin Klein | 33.8K | 33.1% | 1 |
| Aug 2026 | Tommy Hilfiger | 24.4K | 23.9% | 2 |
| Aug 2026 | Ralph Lauren | 21.4K | 21% | 3 |
| Aug 2026 | Guess | 9K | 8.8% | 4 |
| Aug 2026 | Hugo Boss | 7.5K | 7.4% | 5 |
| Aug 2026 | Lacoste | 6K | 5.9% | 6 |
| Sep 2026 | Calvin Klein | — | — | — |
| Sep 2026 | Guess | — | — | — |
| Sep 2026 | Hugo Boss | — | — | — |
| Sep 2026 | Lacoste | — | — | — |
| Sep 2026 | Ralph Lauren | — | — | — |
| Sep 2026 | Tommy Hilfiger | — | — | — |

## What is being compared

- **Calvin Klein**: Measured on the search terms “boxer calvin klein underwear”, “calvin klein”, “calvin klein black jeans”, “calvin klein black mens underwear”, “calvin klein bra”, “calvin klein briefs”, “calvin klein eternity”, “calvin klein eternity for men”, “calvin klein euphoria”, “calvin klein fashion”, “calvin klein jean”, “calvin klein lingerie”, “calvin klein near me”, “calvin klein online”, “calvin klein outfits”, “calvin klein outlet”, “calvin klein polo”, “calvin klein the one”, “calvin klein underwear”, “calvin klein underwear men”, “calvin klein underwear women”, “calvinklein”, “calvinklein briefs”, “calvinklein clothing”, “calvinklein co nz”, “calvinklein fashion”, “calvinklein nz”, “calvinklein polo” and “thong calvin klein underwear”, summed into one figure.
- **Guess**: Measured on the search terms “guess bags”, “guess clothing”, “guess clothing outlet”, “guess clothing store”, “guess fashion”, “guess jeans”, “guess nz”, “guess polo” and “marciano guess clothing”, summed into one figure.
- **Hugo Boss**: Measured on the search terms “boss clothing”, “hugo boss”, “hugo boss bottled”, “hugo boss bottled edt”, “hugo boss cloth”, “hugo boss colognes”, “hugo boss jeans”, “hugo boss man”, “hugo boss mens fragrance”, “hugo boss near me”, “hugo boss nz”, “hugo boss online”, “hugo boss perfumes”, “hugo boss suit”, “hugo boss the scent”, “hugo boss the scent for her”, “hugo boss the scent woman”, “hugo boss webshop”, “hugoboss”, “hugoboss com”, “hugoboss jeans”, “hugoboss nz” and “hugoboss polo”, summed into one figure.
- **Lacoste**: Measured on the search terms “lacoste”, “lacoste blanc”, “lacoste brand”, “lacoste caps”, “lacoste com”, “lacoste crew neck”, “lacoste fashion”, “lacoste jeans”, “lacoste lerond”, “lacoste men polo”, “lacoste near me”, “lacoste nz”, “lacoste online”, “lacoste outfit”, “lacoste outlet”, “lacoste perfumes”, “lacoste polo”, “lacoste sale”, “lacoste shop near me”, “lacoste slides”, “lacoste totebag”, “lacoste white”, “lacoste womens” and “lacoste womens polo”, summed into one figure.
- **Ralph Lauren**: Measured on the search terms “polo ralph lauren”, “polo ralph lauren australia”, “polo ralph lauren sunglasses”, “ralph lauren”, “ralph lauren button up”, “ralph lauren clothing”, “ralph lauren designer”, “ralph lauren fashion”, “ralph lauren hoodie”, “ralph lauren jeans”, “ralph lauren jumpers”, “ralph lauren near me”, “ralph lauren nz”, “ralph lauren online”, “ralph lauren perfume”, “ralph lauren perfume men”, “ralph lauren polo shirts”, “ralph lauren rugby jersey”, “ralph lauren shirts”, “ralph lauren t shirts”, “ralph lauren tote”, “ralphlauren”, “ralphlauren clothing”, “ralphlauren com au”, “ralphlauren jeans”, “ralphlauren nz” and “woman perfume by ralph lauren”, summed into one figure.
- **Tommy Hilfiger**: Measured on the search terms “nz tommy com”, “tommy hilfiger bags nz”, “tommy hilfiger dressmart”, “tommy hilfiger fashion”, “tommy hilfiger goggles”, “tommy hilfiger india”, “tommy hilfiger near me”, “tommy hilfiger nz”, “tommy hilfiger nz outlet”, “tommy hilfiger online”, “tommy hilfiger outfits”, “tommy hilfiger outlet”, “tommy hilfiger outlet nz”, “tommy hilfiger perfumes”, “tommy hilfiger polo tee”, “tommy hilfiger quarter zip”, “tommy hilfiger sale”, “tommy hilfiger shoes nz”, “tommy hilfiger sport”, “tommy hilfiger tote”, “tommyhilfiger”, “tommyhilfiger clothing”, “tommyhilfiger jeans”, “tommyhilfiger nz” and “tommyhilfiger polo”, summed into one figure.

- [Calvin Klein](/demand/nz/brands/calvin-klein)
- [Guess](/demand/nz/brands/guess)
- [Hugo Boss](/demand/nz/brands/hugo-boss)
- [Lacoste](/demand/nz/brands/lacoste)
- [Ralph Lauren](/demand/nz/brands/ralph-lauren)
- [Tommy Hilfiger](/demand/nz/brands/tommy-hilfiger)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among premium fashion brands in New Zealand?

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.

## Cite this page

Brandwave. "Premium fashion brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-premium-fashion-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-premium-fashion-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.