--- title: "ASOS vs The Iconic: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, ASOS or The Iconic? 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-the-iconic" publisher: "Brandwave" --- # ASOS vs The Iconic: Which is more popular by branded search in New Zealand? Which is more popular in search, ASOS or The Iconic? 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 The Iconic - **Competitive set**: Online fashion retailers - **Market**: New Zealand - **Month measured**: Aug 2026 - **ASOS Share of Search**: 6.8% - **The Iconic Share of Search**: 6.8% ## Which is more popular in search, ASOS or The Iconic? - 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. - 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? - In August 2026, ASOS lost estimated Share of Search among online fashion retailers in New Zealand, from 7.8% to 6.8%. ## Month by month | Month | ASOS estimated searches | ASOS Share of Search | ASOS rank | The Iconic estimated searches | The Iconic Share of Search | The Iconic rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 29.7K | 5.9% | 4 | 30K | 6% | 3 | | Nov 2025 | 30.1K | 6.1% | 4 | 44.9K | 9% | 3 | | Dec 2025 | 20.3K | 5.7% | 4 | 29.2K | 8.2% | 3 | | Jan 2026 | 25.7K | 7.3% | 3 | 24.6K | 6.9% | 4 | | Feb 2026 | 25.1K | 7.3% | 3 | 23.4K | 6.8% | 4 | | Mar 2026 | 24.8K | 6.1% | 4 | 27.7K | 6.8% | 3 | | Apr 2026 | 29.9K | 7.3% | 3 | 28.7K | 7% | 4 | | May 2026 | 25.4K | 6.3% | 4 | 28.8K | 7.1% | 3 | | Jun 2026 | 25.9K | 5.7% | 4 | 29.6K | 6.6% | 3 | | Jul 2026 | 30.6K | 7.8% | 3 | 24.5K | 6.3% | 4 | | Aug 2026 | 30.1K | 6.8% | 3 | 29.9K | 6.8% | 4 | | Sep 2026 | — | — | — | — | — | — | ## 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**: Measured on the 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” and “asos womens clothing”, summed into one figure. - **The Iconic**: Measured on the 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” and “theiconic nz”, summed into one figure. - [ASOS profile](/demand/nz/brands/asos) - [The Iconic profile](/demand/nz/brands/the-iconic) - [All online fashion retailers in New Zealand](/demand/nz/categories/nz-online-fashion-retailers): The set both shares are measured inside, 9 brands. ## 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 is more popular in search, ASOS or The Iconic? 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. ## Cite this page Brandwave. "ASOS vs The Iconic: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/asos-vs-the-iconic This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/asos-vs-the-iconic. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.