---
title: "Women's fashion retailers in New Zealand: Which brands are most popular in search?"
description: "Compare the high-street fashion retailers New Zealand women shop for everyday clothing. Share of Search among Cotton On, Glassons, Postie, Country Road, Zara, H&M, Max, Witchery and Seed Heritage, the women's fashion retailers 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-womens-fashion-retailers"
publisher: "Brandwave"
---

# Women's fashion retailers in New Zealand: Which brands are most popular in search?

Compare the high-street fashion retailers New Zealand women shop for everyday clothing. Share of Search among Cotton On, Glassons, Postie, Country Road, Zara, H&M, Max, Witchery and Seed Heritage, the women's fashion retailers 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**: Women's fashion retailers
- **Market**: New Zealand
- **Brands compared**: 9
- **Month measured**: Aug 2026
- **Highest Share of Search**: Cotton On, 29.4%

## Which brand is most popular in search among women's fashion retailers in New Zealand?

- In August 2026, Cotton On was the most searched among women's fashion retailers in New Zealand, with an estimated 247K branded searches and 29.4% estimated Share of Search within this set.
- Glassons is in 2nd place, 5.9 percentage points behind at 23.5% Share of Search.
- Across the 11 months ending August 2026, Zara’s estimated Share of Search among women's fashion retailers in New Zealand increased from 8.4% to 9.2%.
- Across the 11 months ending August 2026, H&M’s estimated Share of Search among women's fashion retailers in New Zealand decreased from 7.1% to 6.2%.
- Across the 11 months ending August 2026, Cotton On’s estimated Share of Search among women's fashion retailers in New Zealand peaked at 34.8% in July 2026 and was lowest at 29% in October 2025.
- Across the 11 months ending August 2026, Glassons’ estimated Share of Search among women's fashion retailers in New Zealand peaked at 25.3% in February 2026 and was lowest at 22.1% in July 2026.
- Across the 11 months ending August 2026, Postie’s estimated Share of Search among women's fashion retailers in New Zealand peaked at 12.8% in April 2026 and was lowest at 10.2% in January 2026.
- Across the 11 months ending August 2026, Country Road’s estimated Share of Search among women's fashion retailers in New Zealand peaked at 12.5% in December 2025 and was lowest at 9% in July 2026.
- Across the 11 months ending August 2026, Zara’s estimated Share of Search among women's fashion retailers in New Zealand peaked at 9.6% in June 2026 and was lowest at 7.2% in December 2025.
- Across the 11 months ending August 2026, H&M’s estimated Share of Search among women's fashion retailers in New Zealand peaked at 7.1% in October 2025 and was lowest at 5.7% in November 2025.
- Across the 11 months ending August 2026, Cotton On, Glassons, Postie, Country Road, Max, Witchery and Seed Heritage held steady: their estimated Share of Search among women's fashion retailers in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Cotton On vs Glassons: compare search popularity](/demand/nz/compare/cotton-on-vs-glassons): 29.4% against 23.5% Share of Search.
- [Cotton On vs Postie: compare search popularity](/demand/nz/compare/cotton-on-vs-postie): 29.4% against 12.1% Share of Search.
- [Cotton On vs Country Road: compare search popularity](/demand/nz/compare/cotton-on-vs-country-road): 29.4% against 10.6% Share of Search.
- [Cotton On vs Zara: compare search popularity](/demand/nz/compare/cotton-on-vs-zara): 29.4% against 9.2% Share of Search.
- [Glassons vs Postie: compare search popularity](/demand/nz/compare/glassons-vs-postie): 23.5% against 12.1% Share of Search.
- [Glassons vs Country Road: compare search popularity](/demand/nz/compare/country-road-vs-glassons): 23.5% against 10.6% Share of Search.
- [Glassons vs Zara: compare search popularity](/demand/nz/compare/glassons-vs-zara): 23.5% against 9.2% Share of Search.
- [Postie vs Country Road: compare search popularity](/demand/nz/compare/country-road-vs-postie): 12.1% against 10.6% Share of Search.
- [Postie vs Zara: compare search popularity](/demand/nz/compare/postie-vs-zara): 12.1% against 9.2% Share of Search.
- [Country Road vs Zara: compare search popularity](/demand/nz/compare/country-road-vs-zara): 10.6% against 9.2% Share of Search.

## How did search popularity change for New Zealand women's fashion retailers in August 2026?

- In August 2026, Country Road overtook Zara to rank 4th among women's fashion retailers in New Zealand, at 10.6%.
- In August 2026, Glassons gained estimated Share of Search among women's fashion retailers in New Zealand, from 22.1% to 23.5%.
- In August 2026, Witchery gained estimated Share of Search among women's fashion retailers in New Zealand, from 2.5% to 3.2%.
- In August 2026, Max gained estimated Share of Search among women's fashion retailers in New Zealand, from 3% to 3.6%.
- In August 2026, Cotton On lost estimated Share of Search among women's fashion retailers in New Zealand, from 34.8% to 29.4%.
- Estimated monthly branded searches for Zara in New Zealand rose 12.4% over 11 measured months, from 68.8K to 77.4K in August 2026.
- Estimated monthly branded searches for Seed Heritage in New Zealand fell 11% over 11 measured months, from 20.3K to 18.1K in August 2026.
- Estimated monthly branded searches for H&M in New Zealand fell 10.5% over 11 measured months, from 58.2K to 52.1K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Cotton On | 29.4% | 247K | -20.2% | Cotton On |
| 2 | Glassons | 23.5% | 197K | +0.4% | Glassons |
| 3 | Postie | 12.1% | 101K | -2.0% | Postie |
| 4 | Country Road | 10.6% | 89.2K | +11.9% | Country Road |
| 5 | Zara | 9.2% | 77.4K | -8.3% | Zara |
| 6 | H&M | 6.2% | 52.1K | +1.6% | H&M |
| 7 | Max | 3.6% | 30.4K | +12.1% | Max |
| 8 | Witchery | 3.2% | 26.6K | +21.1% | Witchery |
| 9 | Seed Heritage | 2.2% | 18.1K | +20.4% | Seed Heritage |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Cotton On | 239K | 29% | 1 |
| Oct 2025 | Glassons | 196K | 23.8% | 2 |
| Oct 2025 | Postie | 98.1K | 11.9% | 3 |
| Oct 2025 | Country Road | 89.6K | 10.9% | 4 |
| Oct 2025 | Zara | 68.8K | 8.4% | 5 |
| Oct 2025 | H&M | 58.2K | 7.1% | 6 |
| Oct 2025 | Max | 29.4K | 3.6% | 7 |
| Oct 2025 | Witchery | 24.9K | 3% | 8 |
| Oct 2025 | Seed Heritage | 20.3K | 2.5% | 9 |
| Nov 2025 | Cotton On | 355K | 32.8% | 1 |
| Nov 2025 | Glassons | 240K | 22.2% | 2 |
| Nov 2025 | Country Road | 134K | 12.4% | 3 |
| Nov 2025 | Postie | 122K | 11.2% | 4 |
| Nov 2025 | Zara | 83.3K | 7.7% | 5 |
| Nov 2025 | H&M | 61.1K | 5.7% | 6 |
| Nov 2025 | Max | 32K | 3% | 7 |
| Nov 2025 | Witchery | 30.4K | 2.8% | 8 |
| Nov 2025 | Seed Heritage | 24.8K | 2.3% | 9 |
| Dec 2025 | Cotton On | 352K | 32.8% | 1 |
| Dec 2025 | Glassons | 243K | 22.7% | 2 |
| Dec 2025 | Country Road | 134K | 12.5% | 3 |
| Dec 2025 | Postie | 120K | 11.2% | 4 |
| Dec 2025 | Zara | 77.4K | 7.2% | 5 |
| Dec 2025 | H&M | 66.9K | 6.2% | 6 |
| Dec 2025 | Max | 30.6K | 2.8% | 7 |
| Dec 2025 | Witchery | 24.8K | 2.3% | 8 |
| Dec 2025 | Seed Heritage | 24.6K | 2.3% | 9 |
| Jan 2026 | Cotton On | 241K | 30.1% | 1 |
| Jan 2026 | Glassons | 197K | 24.6% | 2 |
| Jan 2026 | Country Road | 89.7K | 11.2% | 3 |
| Jan 2026 | Postie | 81.5K | 10.2% | 4 |
| Jan 2026 | Zara | 68.9K | 8.6% | 5 |
| Jan 2026 | H&M | 55.4K | 6.9% | 6 |
| Jan 2026 | Max | 25K | 3.1% | 7 |
| Jan 2026 | Witchery | 23.2K | 2.9% | 8 |
| Jan 2026 | Seed Heritage | 18.4K | 2.3% | 9 |
| Feb 2026 | Cotton On | 230K | 30.8% | 1 |
| Feb 2026 | Glassons | 189K | 25.3% | 2 |
| Feb 2026 | Postie | 81.4K | 10.9% | 3 |
| Feb 2026 | Country Road | 79.9K | 10.7% | 4 |
| Feb 2026 | Zara | 63.2K | 8.5% | 5 |
| Feb 2026 | H&M | 45.5K | 6.1% | 6 |
| Feb 2026 | Witchery | 22.1K | 3% | 7 |
| Feb 2026 | Max | 21.1K | 2.8% | 8 |
| Feb 2026 | Seed Heritage | 15.3K | 2% | 9 |
| Mar 2026 | Cotton On | 279K | 30.3% | 1 |
| Mar 2026 | Glassons | 229K | 24.8% | 2 |
| Mar 2026 | Postie | 101K | 11% | 3 |
| Mar 2026 | Country Road | 101K | 10.9% | 4 |
| Mar 2026 | Zara | 78.1K | 8.5% | 5 |
| Mar 2026 | H&M | 57.5K | 6.3% | 6 |
| Mar 2026 | Max | 30.6K | 3.3% | 7 |
| Mar 2026 | Witchery | 26.6K | 2.9% | 8 |
| Mar 2026 | Seed Heritage | 18.4K | 2% | 9 |
| Apr 2026 | Cotton On | 279K | 29.1% | 1 |
| Apr 2026 | Glassons | 230K | 23.9% | 2 |
| Apr 2026 | Postie | 123K | 12.8% | 3 |
| Apr 2026 | Country Road | 108K | 11.3% | 4 |
| Apr 2026 | Zara | 84.3K | 8.8% | 5 |
| Apr 2026 | H&M | 58.1K | 6.1% | 6 |
| Apr 2026 | Max | 31.6K | 3.3% | 7 |
| Apr 2026 | Witchery | 26.5K | 2.8% | 8 |
| Apr 2026 | Seed Heritage | 18.4K | 1.9% | 9 |
| May 2026 | Cotton On | 288K | 29.1% | 1 |
| May 2026 | Glassons | 238K | 24% | 2 |
| May 2026 | Postie | 126K | 12.7% | 3 |
| May 2026 | Country Road | 109K | 11% | 4 |
| May 2026 | Zara | 84.3K | 8.5% | 5 |
| May 2026 | H&M | 59.9K | 6.1% | 6 |
| May 2026 | Max | 31.8K | 3.2% | 7 |
| May 2026 | Witchery | 30.1K | 3% | 8 |
| May 2026 | Seed Heritage | 22.2K | 2.2% | 9 |
| Jun 2026 | Cotton On | 276K | 31.3% | 1 |
| Jun 2026 | Glassons | 196K | 22.3% | 2 |
| Jun 2026 | Postie | 106K | 12% | 3 |
| Jun 2026 | Country Road | 89.1K | 10.1% | 4 |
| Jun 2026 | Zara | 84.9K | 9.6% | 5 |
| Jun 2026 | H&M | 53.1K | 6% | 6 |
| Jun 2026 | Max | 30.4K | 3.4% | 7 |
| Jun 2026 | Witchery | 26.5K | 3% | 8 |
| Jun 2026 | Seed Heritage | 18.1K | 2.1% | 9 |
| Jul 2026 | Cotton On | 309K | 34.8% | 1 |
| Jul 2026 | Glassons | 196K | 22.1% | 2 |
| Jul 2026 | Postie | 103K | 11.6% | 3 |
| Jul 2026 | Zara | 84.4K | 9.5% | 4 |
| Jul 2026 | Country Road | 79.7K | 9% | 5 |
| Jul 2026 | H&M | 51.3K | 5.8% | 6 |
| Jul 2026 | Max | 27.1K | 3% | 7 |
| Jul 2026 | Witchery | 22K | 2.5% | 8 |
| Jul 2026 | Seed Heritage | 15K | 1.7% | 9 |
| Aug 2026 | Cotton On | 247K | 29.4% | 1 |
| Aug 2026 | Glassons | 197K | 23.5% | 2 |
| Aug 2026 | Postie | 101K | 12.1% | 3 |
| Aug 2026 | Country Road | 89.2K | 10.6% | 4 |
| Aug 2026 | Zara | 77.4K | 9.2% | 5 |
| Aug 2026 | H&M | 52.1K | 6.2% | 6 |
| Aug 2026 | Max | 30.4K | 3.6% | 7 |
| Aug 2026 | Witchery | 26.6K | 3.2% | 8 |
| Aug 2026 | Seed Heritage | 18.1K | 2.2% | 9 |
| Sep 2026 | Cotton On | — | — | — |
| Sep 2026 | Country Road | — | — | — |
| Sep 2026 | Glassons | — | — | — |
| Sep 2026 | H&M | — | — | — |
| Sep 2026 | Max | — | — | — |
| Sep 2026 | Postie | — | — | — |
| Sep 2026 | Seed Heritage | — | — | — |
| Sep 2026 | Witchery | — | — | — |
| Sep 2026 | Zara | — | — | — |

## What is being compared

- **Cotton On**: Measured on the search terms “cotton on”, “cotton on activewear”, “cotton on body”, “cotton on body activewear”, “cotton on body nz”, “cotton on clothing”, “cotton on com”, “cotton on dresses”, “cotton on jeans”, “cotton on mega”, “cotton on mens”, “cotton on near me”, “cotton on nz”, “cotton on online”, “cotton on outlets”, “cotton on sale”, “cotton on shoes”, “cotton on shorts”, “cotton on store”, “cotton on tops”, “cotton on us”, “cottonon”, “cottonon clothing”, “cottonon com”, “cottonon dresses”, “cottonon nz”, “cottonon online”, “cottonon store” and “sylvia park cotton on”, summed into one figure.
- **Country Road**: Measured on the search terms “country road”, “country road belt”, “country road botany”, “country road cap”, “country road clothing”, “country road dresses”, “country road handbag”, “country road home”, “country road knits”, “country road linen pant”, “country road mens”, “country road near me”, “country road new market”, “country road newborn”, “country road nz”, “country road online”, “country road scarves”, “country road shop”, “country road short”, “country road sylvia park”, “countryroad”, “countryroad clothing”, “countryroad co nz”, “countryroad dresses”, “countryroad nz”, “countryroad online” and “countryroad outlet”, summed into one figure.
- **Glassons**: Measured on the search terms “clothing glassons”, “glassons”, “glassons activewear”, “glassons australia”, “glassons bayfair”, “glassons com”, “glassons dresses”, “glassons jeans”, “glassons knits”, “glassons lambton quay”, “glassons linen pants”, “glassons merino”, “glassons near me”, “glassons new market”, “glassons northlands”, “glassons nz”, “glassons online”, “glassons outlet”, “glassons pants”, “glassons sale”, “glassons shirt”, “glassons shorts”, “glassons store”, “glassons sylvia park” and “glassons tops”, summed into one figure.
- **H&M**: Measured on the search terms “h and m au”, “h and m dresses”, “h and m gb”, “h and m shop online”, “h&m”, “h&m au”, “h&m australia”, “h&m clothing”, “h&m dresses”, “h&m homes”, “h&m india”, “h&m jackets”, “h&m jeans”, “h&m m”, “h&m online”, “h&m pink shirt”, “h&m queen street”, “h&m store”, “h&m sylvia park”, “h&m uk” and “hm nz”, summed into one figure.
- **Max**: Measured on the search terms “dresses max”, “max clothes online”, “max clothing”, “max clothing store”, “max fashion”, “max fashion dresses”, “max fashion new arrivals”, “max fashion online”, “max fashion online shop”, “max fashion sale”, “max nz”, “max online”, “max store” and “max womens clothing”, summed into one figure.
- **Postie**: Measured on the search terms “postie clothing”, “postie dresses”, “postie nz”, “postie online”, “postie plus” and “postie store”, summed into one figure.
- **Seed Heritage**: Measured on the search terms “seed clothing”, “seed clothing dresses”, “seed clothing online”, “seed clothing store”, “seed clothing womens”, “seed heritage”, “seed heritage clothing”, “seed heritage dress”, “seed heritage near me”, “seed heritage new zealand”, “seed heritage nz”, “seed heritage online”, “seed heritage sale”, “seed heritage shop”, “seed heritage sylvia park”, “seedheritage”, “seedheritage clothing”, “seedheritage com”, “seedheritage nz” and “seedheritage online”, summed into one figure.
- **Witchery**: Measured on the search terms “witchery”, “witchery clothes”, “witchery co nz”, “witchery dresses”, “witchery fashion”, “witchery jeans”, “witchery knits”, “witchery linen pants”, “witchery near me”, “witchery new in”, “witchery nz”, “witchery online”, “witchery outlet”, “witchery pants”, “witchery sale”, “witchery store”, “witchery sunglasses”, “witchery sylvia park” and “witchery top”, summed into one figure.
- **Zara**: Measured on the search terms “zara”, “zara bags”, “zara clothing”, “zara com”, “zara denim”, “zara dresses”, “zara gb”, “zara homes”, “zara india”, “zara jackets”, “zara men”, “zara menswear”, “zara near me”, “zara nz”, “zara online”, “zara pants”, “zara quilted jacket”, “zara sale”, “zara shoes”, “zara store”, “zara sylvia park” and “zara tops”, summed into one figure.

- [Cotton On](/demand/nz/brands/cotton-on)
- [Country Road](/demand/nz/brands/country-road)
- [Glassons](/demand/nz/brands/glassons)
- [H&M](/demand/nz/brands/h-and-m)
- [Max](/demand/nz/brands/max)
- [Postie](/demand/nz/brands/postie)
- [Seed Heritage](/demand/nz/brands/seed-heritage)
- [Witchery](/demand/nz/brands/witchery)
- [Zara](/demand/nz/brands/zara)

## 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 women's fashion retailers in New Zealand?

In August 2026, Cotton On was the most searched among women's fashion retailers in New Zealand, with an estimated 247K branded searches and 29.4% estimated Share of Search within this set.

## Cite this page

Brandwave. "Women's fashion retailers in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-womens-fashion-retailers

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