Ralph Lauren vs Tommy Hilfiger:Which is more popular?
In September 2026, Tommy Hilfiger had more branded searches than Ralph Lauren among premium fashion brands in New Zealand. Tommy Hilfiger had about 13,400 branded searches, while Ralph Lauren had 12,200. Tommy Hilfiger made up 19.8% of all premium fashion brand searches we track, and Ralph Lauren accounted for 18.1%. When we asked ChatGPT and Google AI Overviews about premium fashion brands, neither Ralph Lauren nor Tommy Hilfiger appeared in any of the four answers.
Who do people search for more?
Tommy Hilfiger, about 10% more searches than Ralph Lauren
Who does AI mention more?
Both were mentioned in 0 of 4 answers.
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Top premium fashion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, neither Ralph Lauren nor Tommy Hilfiger 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?”
Asked ChatGPT
“What are the best premium fashion brands in New Zealand?”
Asked ChatGPT
“What's the best premium fashion brand in New Zealand for everyday style?”
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 Ralph Lauren or Tommy Hilfiger more popular in search?
This chart shows how often people search Google for Ralph Lauren and Tommy Hilfiger 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.
Share of searches by month for Tommy Hilfiger, Ralph Lauren. The figures are in the table below the chart.
View monthly share of searches table
| Month | Calvin Klein | Tommy Hilfiger | Ralph Lauren | Untouched World | Guess | Hugo Boss | Lacoste | Kowtow |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.8% | 21.3% | 18.6% | 15.4% | 7.5% | 7.1% | 6.3% | 2.1% |
| Nov 2025 | 27.9% | 22.4% | 15.9% | 12.4% | 8% | 6.5% | 5.6% | 1.5% |
| Dec 2025 | 27.6% | 22% | 15.8% | 11.8% | 9.5% | 6.5% | 5.6% | 1.1% |
| Jan 2026 | 24.5% | 19.7% | 17.2% | 15.9% | 8.6% | 6.6% | 6% | 1.5% |
| Feb 2026 | 28.1% | 15.2% | 16.4% | 20.2% | 6.6% | 6.2% | 5.6% | 1.7% |
| Mar 2026 | 28.6% | 17.4% | 16.6% | 19.5% | 5.8% | 5.6% | 4.8% | 1.9% |
| Apr 2026 | 25.8% | 21.3% | 16.3% | 17.6% | 6.8% | 5.3% | 4.7% | 2.3% |
| May 2026 | 24.6% | 21.5% | 15.5% | 18.8% | 7.8% | 5.7% | 4.4% | 1.7% |
| Jun 2026 | 23.5% | 21% | 16.7% | 17.2% | 8.3% | 6.7% | 4.6% | 1.9% |
| Jul 2026 | 23.7% | 22.7% | 16.7% | 16.2% | 8% | 6.2% | 4.6% | 1.8% |
| Aug 2026 | 19.7% | 17.7% | 20.2% | 17.8% | 9.9% | 7.4% | 5.5% | 1.8% |
| Sep 2026 | 24.7% | 19.8% | 18.1% | 15.3% | 8.6% | 7.1% | 5.2% | 1.3% |
How has the Ralph Lauren and Tommy Hilfiger comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Ralph Lauren took it in February 2026, Tommy Hilfiger took it in March 2026, Ralph Lauren took it in August 2026, Tommy Hilfiger took it in September 2026.
- Across the 12 months ending September 2026, Ralph Lauren’s share of searches among premium fashion brands in New Zealand moved from 18.6% to 18.1%, and its estimated monthly branded searches moved from 11.7K to 12.2K.
- Across the 12 months ending September 2026, Tommy Hilfiger’s share of searches among premium fashion brands in New Zealand moved from 21.3% to 19.8%, and its estimated monthly branded searches held steady at 13.4K.
How did search popularity change for New Zealand premium fashion brands in September 2026?
3 changes
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.
In September 2026, Tommy Hilfiger overtook Ralph Lauren and Untouched World to rank 2nd among premium fashion brands in New Zealand, with 19.8% of the searches.
In September 2026, Ralph Lauren lost share of searches among premium fashion brands in New Zealand, from 20.2% to 18.1%.
How are branded searches counted?
25 search terms
Brandwave collects information about searches that people make online using Ralph Lauren’s and Tommy Hilfiger’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.
Ralph Lauren
13 branded search terms
- polo ralph lauren
- ralph lauren
- ralph lauren clothing
- ralph lauren fashion
- ralph lauren hoodie
- ralph lauren jeans
- ralph lauren jumpers
- ralph lauren perfume
- ralph lauren shirts
- ralph lauren tote
- ralphlauren
- ralphlauren clothing
- ralphlauren jeans
Tommy Hilfiger
12 branded search terms
- tommy hilfiger dressmart
- tommy hilfiger goggles
- tommy hilfiger outfits
- tommy hilfiger outlet
- tommy hilfiger perfumes
- tommy hilfiger sale
- tommy hilfiger sport
- tommy hilfiger tote
- tommyhilfiger
- tommyhilfiger clothing
- tommyhilfiger jeans
- tommyhilfiger polo
Other head-to-heads among premium fashion brands
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