Brandwave

Calvin Klein vs Guess:Which is more popular?

In September 2026, Calvin Klein had more branded searches than Guess among premium fashion brands in New Zealand. Calvin Klein had about 16,600 branded searches, while Guess had 5,790. Calvin Klein made up 24.7% of all premium fashion brand searches we track, and Guess accounted for 8.6%. When we asked ChatGPT and Google AI Overviews about premium fashion brands, neither Calvin Klein nor Guess appeared in any of the four answers.

Among premium fashion brands in New Zealand in September 2026

Who do people search for more?

Calvin Klein, about 3 searches for every 1 for Guess

Calvin Klein 16.6K searchesGuess 5.8K searches

Who does AI mention more?

Both were mentioned in 0 of 4 answers.

Calvin Klein in 0 of 4Guess in 0 of 4

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Top premium fashion brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, neither Calvin Klein nor Guess showed up in any of the four answers.

Mentioned by AI

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

  • Kowtow3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Untouched World1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Calvin Klein0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tommy Hilfiger0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ralph Lauren0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Guess0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hugo Boss0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lacoste0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about premium fashion brands

4 answers

  • Asked ChatGPT

    “Which premium fashion brand should I shop at in New Zealand?”

    1. 1Kowtow

  • Asked ChatGPT

    “What are the best premium fashion brands in New Zealand?”

    1. 1Kowtow
    2. 2Untouched World

  • Asked ChatGPT

    “What's the best premium fashion brand in New Zealand for everyday style?”

    1. 1Kowtow

  • Searched Google, AI Overview

    “designer clothing nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “fashion brands nz”

    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 Calvin Klein or Guess more popular in search?

    This chart shows how often people search Google for Calvin Klein and Guess by name. Each line represents a brand's share of searches for all eight premium fashion brands we track, month by month, from searches in New Zealand.

    Calvin Klein and Guess among premium fashion brands in New Zealand, by month

    Share of searches by month for Calvin Klein, Guess. The figures are in the table below the chart.

    View monthly share of searches table
    MonthCalvin KleinTommy HilfigerRalph LaurenUntouched WorldGuessHugo BossLacosteKowtow
    Oct 202521.8%21.3%18.6%15.4%7.5%7.1%6.3%2.1%
    Nov 202527.9%22.4%15.9%12.4%8%6.5%5.6%1.5%
    Dec 202527.6%22%15.8%11.8%9.5%6.5%5.6%1.1%
    Jan 202624.5%19.7%17.2%15.9%8.6%6.6%6%1.5%
    Feb 202628.1%15.2%16.4%20.2%6.6%6.2%5.6%1.7%
    Mar 202628.6%17.4%16.6%19.5%5.8%5.6%4.8%1.9%
    Apr 202625.8%21.3%16.3%17.6%6.8%5.3%4.7%2.3%
    May 202624.6%21.5%15.5%18.8%7.8%5.7%4.4%1.7%
    Jun 202623.5%21%16.7%17.2%8.3%6.7%4.6%1.9%
    Jul 202623.7%22.7%16.7%16.2%8%6.2%4.6%1.8%
    Aug 202619.7%17.7%20.2%17.8%9.9%7.4%5.5%1.8%
    Sep 202624.7%19.8%18.1%15.3%8.6%7.1%5.2%1.3%

    How has the Calvin Klein and Guess comparison changed over the last 12 months?

    3 findings

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

    2 changes

    1. In September 2026, Calvin Klein overtook Ralph Lauren to become the leader among premium fashion brands in New Zealand, with 24.7% of the searches.

    2. In September 2026, Guess lost share of searches among premium fashion brands in New Zealand, from 9.9% to 8.6%.

    How are branded searches counted?

    19 search terms

    Brandwave collects information about searches that people make online using Calvin Klein’s and Guess’ 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.

    Calvin Klein

    12 branded search terms

    • calvin klein
    • calvin klein bra
    • calvin klein eternity
    • calvin klein euphoria
    • calvin klein fashion
    • calvin klein jean
    • calvin klein outlet
    • calvin klein polo
    • calvinklein
    • calvinklein clothing
    • calvinklein fashion
    • calvinklein polo

    Guess

    7 branded search terms

    • guess bags
    • guess clothing
    • guess clothing outlet
    • guess fashion
    • guess jeans
    • guess polo
    • marciano guess clothing

    How the Brand Demand Index is measured

    Other head-to-heads among premium fashion brands

    Creator with pink hair and a pink jacket

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