--- title: "ASOS vs Glassons: Which is searched more in New Zealand?" description: "Is ASOS or Glassons more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers set in New Zealand. 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/compare/asos-vs-glassons" publisher: "Brandwave" --- # ASOS vs Glassons: Which is searched more in New Zealand? Is ASOS or Glassons more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers set in New Zealand. 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 - **Compared**: ASOS and Glassons - **Competitive set**: Online fashion retailers - **Market**: New Zealand - **Month measured**: Sep 2026 - **ASOS Share of Search**: 3.1% - **Glassons Share of Search**: 23% ## Is ASOS or Glassons more popular in search? - In September 2026, Glassons had more branded searches than ASOS among online fashion retailers in New Zealand. Glassons had about 147,000 branded searches, while ASOS had 19,500. Glassons made up 23% of all online fashion retailer searches we track, and ASOS accounted for 3.1%. - Glassons was ahead of ASOS in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, ASOS’s share of searches among online fashion retailers in New Zealand moved from 3.6% to 3.1%, and its estimated monthly branded searches moved from 23.5K to 19.5K. - Across the 12 months ending September 2026, Glassons’ share of searches among online fashion retailers in New Zealand moved from 22.3% to 23%, and its estimated monthly branded searches moved from 146K to 147K. ## Top online fashion retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, ASOS was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Glassons was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Glassons was listed before ASOS in every answer that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | The Iconic | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Glassons | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | ASOS | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Max | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Flo & Frankie | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Moochi | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Postie | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Shein | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Princess Polly | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Showpo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Stylerunner | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hello Molly | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Boohoo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | White Fox Boutique | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about online fashion retailers - Asked ChatGPT "Which online fashion retailer should I shop at in New Zealand?": 1. The Iconic, 2. Glassons, 3. ASOS, 4. Postie, 5. Max - Asked ChatGPT "What are the best online fashion retailers in New Zealand?": 1. The Iconic, 2. Glassons, 3. Flo & Frankie, 4. ASOS, 5. Max, 6. Moochi, 7. Postie - Asked ChatGPT "What's the best online fashion retailer in New Zealand for women's clothes?": 1. The Iconic, 2. Glassons, 3. Max, 4. Flo & Frankie - Searched Google, AI Overview "best online clothing store": 1. ASOS - Searched Google, AI Overview "women's clothes online": 1. The Iconic, 2. Moochi Not named in any answer: Shein, Princess Polly, Showpo, Stylerunner, Hello Molly, Boohoo and White Fox Boutique. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand online fashion retailers in September 2026? - In September 2026, The Iconic overtook ASOS and Max to rank 5th among online fashion retailers in New Zealand, with 4.4% of the searches. - In September 2026, ASOS lost share of searches among online fashion retailers in New Zealand, from 3.7% to 3.1%. ## Month by month | Month | ASOS estimated searches | ASOS Share of Search | ASOS rank | Glassons estimated searches | Glassons Share of Search | Glassons rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 23.5K | 3.6% | 5 | 146K | 22.3% | 2 | | Nov 2025 | 23.8K | 3.4% | 6 | 178K | 25.7% | 2 | | Dec 2025 | 15.8K | 2.6% | 7 | 178K | 29.8% | 1 | | Jan 2026 | 19.5K | 3.8% | 5 | 145K | 28% | 2 | | Feb 2026 | 19.6K | 3.8% | 5 | 145K | 28% | 2 | | Mar 2026 | 19.6K | 3.1% | 7 | 177K | 28.1% | 2 | | Apr 2026 | 23.6K | 3.6% | 6 | 178K | 27.4% | 2 | | May 2026 | 20K | 3.1% | 7 | 177K | 27.4% | 2 | | Jun 2026 | 20.6K | 3.2% | 7 | 146K | 23% | 2 | | Jul 2026 | 24.3K | 4.2% | 5 | 146K | 25.3% | 2 | | Aug 2026 | 23.8K | 3.7% | 5 | 146K | 22.9% | 2 | | Sep 2026 | 19.5K | 3.1% | 7 | 147K | 23% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using ASOS’s and Glassons’ 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. - **ASOS**: Measured on the search terms “asos”, “asos aus”, “asos boots”, “asos clothing”, “asos coat”, “asos curve”, “asos design”, “asos dresses”, “asos glitter dress”, “asos maxi dress”, “asos maxi skirt”, “asos tall” and “asos topshop”, summed into one figure. - **Glassons**: Measured on the search terms “glassons”, “glassons activewear”, “glassons bayfair”, “glassons jeans”, “glassons knits”, “glassons lambton quay”, “glassons linen pants”, “glassons merino”, “glassons northlands”, “glassons outlet”, “glassons pants”, “glassons sale”, “glassons shirt”, “glassons shorts”, “glassons sylvia park” and “glassons tops”, summed into one figure. - [ASOS profile](/demand/nz/brands/asos) - [Glassons profile](/demand/nz/brands/glassons) - [All online fashion retailers in New Zealand](/demand/nz/categories/nz-online-fashion-retailers): The set both shares are measured inside, 14 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is ASOS or Glassons more popular in search? In September 2026, Glassons had more branded searches than ASOS among online fashion retailers in New Zealand. Glassons had about 147,000 branded searches, while ASOS had 19,500. Glassons made up 23% of all online fashion retailer searches we track, and ASOS accounted for 3.1%. ## Cite this page Brandwave. "ASOS vs Glassons: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/asos-vs-glassons This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/asos-vs-glassons. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.