Brandwave

Assembly Label vs RUBY:Which is more popular?

In September 2026, Assembly Label had more branded searches than RUBY among womenswear labels in New Zealand. Assembly Label had about 18,500 branded searches, while RUBY had 1,200. Assembly Label made up 12.3% of all womenswear label searches we track, and RUBY accounted for 0.8%. When we asked ChatGPT and Google AI Overviews about womenswear labels, RUBY appeared in three of the five answers and Assembly Label in none.

Among womenswear labels in New Zealand in September 2026

Who do people search for more?

Assembly Label, about 15 searches for every 1 for RUBY

Assembly Label 18.5K searchesRUBY 1.2K searches

Who does AI mention more?

RUBY, mentioned in 3 of 5 answers, Assembly Label in 0

RUBY in 3 of 5Assembly Label in 0 of 5

Who does AI recommend more?

RUBY, the only one of the two named

RUBY first in 3Assembly Label never named

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Top womenswear labels in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, RUBY was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Assembly Label did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Juliette Hogan1st
  2. Paris Georgia2nd
  3. RUBY2nd
  4. Kowtow4th
  5. Forever New5th
  6. Maggie Marilyn5th
  7. Augustine5th
  8. Shine On–
  9. YouKnow Clothing–
  10. Assembly Label–
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Juliette Hogan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Maggie Marilyn3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • RUBY3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Augustine2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Paris Georgia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kowtow2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Forever New1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shine On0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • YouKnow Clothing0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Assembly Label0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about womenswear labels

5 answers

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 Assembly Label or RUBY more popular in search?

This chart shows how often people search Google for Assembly Label and RUBY by name. Each line represents a brand's share of searches for all 13 womenswear labels we track, month by month, from searches in New Zealand.

Assembly Label and RUBY among womenswear labels in New Zealand, by month

Share of searches by month for Assembly Label, RUBY. The figures are in the table below the chart.

View monthly share of searches table
MonthShine OnForever NewYouKnow ClothingAssembly LabelCaroline EveAnnah StrettonJuliette HoganHyde BoutiqueMaggie MarilynAugustineParis GeorgiaRUBYKowtow
Oct 202522.6%19.2%17.8%9.6%8.3%7%4.2%5.1%2.3%1%1%1.1%0.82%
Nov 202520.1%17%29.2%8.5%6.1%7.4%3%3.7%1.7%0.74%1.1%0.82%0.6%
Dec 202522.2%18.7%21.3%11.4%6.6%6.6%3.3%4.1%2.2%0.98%0.8%1.1%0.62%
Jan 202622%18.8%17.4%11.5%6.7%6.6%4.1%6.1%2.7%0.98%1.2%1.3%0.75%
Feb 202622.3%19%17.8%11.7%6.8%5.5%4.2%5.1%2.8%1.9%1.2%0.98%0.77%
Mar 202619.6%17.2%19.4%15.6%5.9%6.1%3.7%5.6%3.1%0.89%1.1%0.95%0.89%
Apr 202620%17.5%26.5%13.3%6.1%4.2%3.2%3.8%2.1%0.76%0.76%0.81%0.93%
May 202620.5%18%22.1%16.4%6.1%5%3.2%3.9%1.8%0.59%0.95%0.71%0.77%
Jun 202618.6%19.5%22.5%14.8%5.5%4.5%2.9%6.4%2.4%0.65%0.65%0.78%0.84%
Jul 202617.1%15.3%33.5%11.2%5.2%5.3%3.3%4%2.2%0.43%0.96%0.72%0.78%
Aug 202618%19.2%21.9%11.7%8.2%5.7%5.2%4.2%2.8%0.56%0.82%0.76%0.82%
Sep 202623%20.2%16.6%12.3%7%6.1%4.4%4.4%2.4%1.1%1.1%0.8%0.59%

How has the Assembly Label and RUBY comparison changed over the last 12 months?

3 findings
  • Assembly Label was ahead of RUBY in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Assembly Label’s share of searches among womenswear labels in New Zealand moved from 9.6% to 12.3%, and its estimated monthly branded searches moved from 15.1K to 18.5K.
  • Across the 12 months ending September 2026, RUBY’s share of searches among womenswear labels in New Zealand moved from 1.1% to 0.8%, and its estimated monthly branded searches moved from 1.8K to 1.2K.

How did search popularity change for New Zealand womenswear labels in September 2026?

3 changes

  1. In September 2026, Augustine overtook Kowtow and 2 others to rank 10th among womenswear labels in New Zealand, with 1.1% of the searches.

  2. In September 2026, Assembly Label gained share of searches among womenswear labels in New Zealand, from 11.7% to 12.3%.

  3. Estimated monthly branded searches for RUBY in New Zealand fell 32.6% over 12 measured months, from 1.8K to 1.2K in September 2026.

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Assembly Label’s and RUBY’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.

Assembly Label

7 branded search terms

  • assembly label
  • assembly label cashmere
  • assembly label dresses
  • assembly label knits
  • assembly label outlet
  • assembly label trench
  • assemblylabel

RUBY

2 branded search terms

  • ruby clothing
  • rubynz

How the Brand Demand Index is measured

Other head-to-heads among womenswear labels

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