ASOS vs The Iconic:Which is more popular by branded search in New Zealand?
In August 2026, ASOS and The Iconic were level on Share of Search among online fashion retailers in New Zealand, with an estimated 30.1K versus 29.9K branded searches, at 6.8% estimated Share of Search each.
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Which is more popular in search, ASOS or The Iconic?
Compare the online fashion stores that ship clothing, shoes and accessories to 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.
Share of Search by month for ASOS, The Iconic. The figures are in the table below the chart.
View monthly share of search table
| Month | Shein | Princess Polly | ASOS | The Iconic | Showpo | Boohoo | Stylerunner | Hello Molly | White Fox Boutique |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 65.7% | 9.8% | 5.9% | 6% | 4% | 4.2% | 2.1% | 1.8% | 0.53% |
| Nov 2025 | 57.3% | 12.1% | 6.1% | 9% | 4% | 5.7% | 3.2% | 1.9% | 0.67% |
| Dec 2025 | 61.9% | 11.3% | 5.7% | 8.2% | 3.2% | 3.7% | 3.6% | 1.6% | 0.75% |
| Jan 2026 | 62.4% | 9.4% | 7.3% | 6.9% | 3.9% | 4.2% | 3% | 2.4% | 0.52% |
| Feb 2026 | 61.4% | 9.7% | 7.3% | 6.8% | 4% | 4.3% | 2.9% | 3% | 0.51% |
| Mar 2026 | 62.9% | 9.8% | 6.1% | 6.8% | 3.8% | 3.7% | 3.2% | 3.1% | 0.6% |
| Apr 2026 | 62.7% | 9.7% | 7.3% | 7% | 3.2% | 3.6% | 3% | 2.9% | 0.52% |
| May 2026 | 63.4% | 10.2% | 6.3% | 7.1% | 3.3% | 3.7% | 2.6% | 2.9% | 0.53% |
| Jun 2026 | 67.1% | 9% | 5.7% | 6.6% | 3% | 3% | 2.9% | 2.2% | 0.58% |
| Jul 2026 | 65.5% | 8.5% | 7.8% | 6.3% | 3.4% | 3.1% | 2.7% | 2.1% | 0.56% |
| Aug 2026 | 65.9% | 9% | 6.8% | 6.8% | 3.7% | 3% | 2.4% | 1.9% | 0.55% |
| Sep 2026 | — | — | — | — | — | — | — | — | — |
How has the ASOS and The Iconic comparison changed over the last 12 months?
3 findings
- The lead changed hands 5 times in the 11 months ending August 2026: ASOS took it in January 2026, The Iconic took it in March 2026, ASOS took it in April 2026, The Iconic took it in May 2026, ASOS took it in July 2026.
- Across the 11 months ending August 2026, ASOS’s estimated Share of Search among online fashion retailers in New Zealand moved from 5.9% to 6.8%, and its estimated monthly branded searches moved from 29.7K to 30.1K.
- Across the 11 months ending August 2026, The Iconic’s estimated Share of Search among online fashion retailers in New Zealand moved from 6% to 6.8%, and its estimated monthly branded searches moved from 30K to 29.9K.
How did search popularity change for New Zealand online fashion retailers in August 2026?
1 change
In August 2026, ASOS lost estimated Share of Search among online fashion retailers in New Zealand, from 7.8% to 6.8%.
How each brand is measured
Brandwave collects information about searches that people make online using ASOS’s and The Iconic’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.
ASOS
24 branded search terms
- asos
- asos aus
- asos boots
- asos clothing
- asos coat
- asos com
- asos curve
- asos curve nz
- asos design
- asos dresses
- asos dresses for weddings
- asos gb
- asos glitter dress
- asos maxi dress
- asos maxi skirt
- asos near me
- asos new zealand
- asos nz
- asos online
- asos plus size
- asos shipping nz
- asos tall
- asos topshop
- asos womens clothing
The Iconic
19 branded search terms
- polo ralph lauren the iconic
- the iconic
- the iconic alias mae
- the iconic aus
- the iconic clothing
- the iconic delivery
- the iconic discounts
- the iconic dresses
- the iconic free shipping
- the iconic near me
- the iconic nz
- the iconic online
- the iconic shop
- the iconic voucher
- theiconic
- theiconic clothing
- theiconic co nz
- theiconic dresses
- theiconic nz
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.