--- title: "Bison vs Carhartt WIP: Which is searched more in New Zealand?" description: "Is Bison or Carhartt WIP more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Workwear brands 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/bison-vs-carhartt-wip" publisher: "Brandwave" --- # Bison vs Carhartt WIP: Which is searched more in New Zealand? Is Bison or Carhartt WIP more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Workwear brands 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**: Bison and Carhartt WIP - **Competitive set**: Workwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Bison Share of Search**: 5% - **Carhartt WIP Share of Search**: 19.2% ## Is Bison or Carhartt WIP more popular in search? - In September 2026, Carhartt WIP had more branded searches than Bison among workwear brands in New Zealand. Carhartt WIP had about 9,290 branded searches, while Bison had 2,400. Carhartt WIP made up 19.2% of all workwear brand searches we track, and Bison accounted for 5%. - Carhartt WIP was ahead of Bison in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Bison’s share of searches among workwear brands in New Zealand moved from 5.9% to 5%, and its estimated monthly branded searches moved from 2.9K to 2.4K. - Across the 12 months ending September 2026, Carhartt WIP’s share of searches among workwear brands in New Zealand moved from 19.5% to 19.2%, and its estimated monthly branded searches moved from 9.6K to 9.3K. ## Top workwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Bison was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Carhartt WIP did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | FXD | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Hard Yakka | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Bisley | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Syzmik | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Kaiwaka | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Swanndri | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Bison | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | King Gee | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Cactus Outdoor | 9th | 2 of 3 | 0 of 2 | 2 of 5 | | Carhartt WIP | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Dickies | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Portwest | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Caterpillar | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mongrel | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about workwear brands - Asked ChatGPT "Which workwear brand should I buy in New Zealand?": 1. FXD, 2. Bisley, 3. Hard Yakka, 4. Syzmik, 5. Kaiwaka - Asked ChatGPT "What are the best workwear brands in New Zealand?": 1. FXD, 2. Bisley, 3. Hard Yakka, 4. Syzmik, 5. Kaiwaka, 6. Swanndri, 7. Bison, 8. Cactus Outdoor - Asked ChatGPT "What's the best workwear brand in New Zealand for durable work clothes?": 1. Hard Yakka, 2. Bisley, 3. FXD, 4. Cactus Outdoor - Searched Google, AI Overview "workwear brands": 1. Hard Yakka, 2. Bisley, 3. FXD, 4. Syzmik, 5. King Gee, 6. Bison, 7. Swanndri, 8. Kaiwaka - Searched Google, AI Overview "work trousers nz": 1. FXD, 2. Hard Yakka, 3. Bisley Not named in any answer: Carhartt WIP, Dickies, Portwest, Caterpillar and Mongrel. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand workwear brands in September 2026? - In September 2026, Kaiwaka overtook Carhartt WIP to rank 2nd among workwear brands in New Zealand, with 19.4% of the searches. - In September 2026, Bison gained share of searches among workwear brands in New Zealand, from 3.9% to 5%. - In September 2026, Carhartt WIP gained share of searches among workwear brands in New Zealand, from 18.2% to 19.2%. ## Month by month | Month | Bison estimated searches | Bison Share of Search | Bison rank | Carhartt WIP estimated searches | Carhartt WIP Share of Search | Carhartt WIP rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.9K | 5.9% | 5 | 9.6K | 19.5% | 2 | | Nov 2025 | 2.4K | 4.3% | 5 | 9.8K | 17.4% | 3 | | Dec 2025 | 1.9K | 3.4% | 5 | 10.1K | 18.3% | 3 | | Jan 2026 | 1.9K | 3.8% | 6 | 10K | 20.2% | 3 | | Feb 2026 | 1.9K | 4.2% | 6 | 8.8K | 19.6% | 3 | | Mar 2026 | 1.9K | 3.3% | 6 | 11K | 19.2% | 3 | | Apr 2026 | 1.9K | 2.7% | 6 | 12.7K | 18.1% | 2 | | May 2026 | 2.4K | 3.5% | 5 | 11.4K | 16.5% | 3 | | Jun 2026 | 2.4K | 3.2% | 5 | 11.6K | 15.5% | 2 | | Jul 2026 | 4.4K | 6.3% | 5 | 11.5K | 16.5% | 2 | | Aug 2026 | 2.4K | 3.9% | 5 | 11.2K | 18.2% | 2 | | Sep 2026 | 2.4K | 5% | 5 | 9.3K | 19.2% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Bison’s and Carhartt WIP’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. - **Bison**: Measured on the search term “bison”. - **Carhartt WIP**: Measured on the search terms “carhartt”, “carhartt carpenter jeans”, “carhartt detroit jacket”, “carhartt jacket”, “carhartt jeans”, “carhartt overalls”, “carhartt pants”, “carhartt shirts”, “carhartt shorts”, “carhartt t shirt”, “carhartt vest”, “carhartt work pants”, “carhartt work wear” and “carharttwip”, summed into one figure. - [Bison profile](/demand/nz/brands/bison) - [Carhartt WIP profile](/demand/nz/brands/carhartt-wip) - [All workwear brands in New Zealand](/demand/nz/categories/nz-workwear-brands): 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 Bison or Carhartt WIP more popular in search? In September 2026, Carhartt WIP had more branded searches than Bison among workwear brands in New Zealand. Carhartt WIP had about 9,290 branded searches, while Bison had 2,400. Carhartt WIP made up 19.2% of all workwear brand searches we track, and Bison accounted for 5%. ## Cite this page Brandwave. "Bison vs Carhartt WIP: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/bison-vs-carhartt-wip This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/bison-vs-carhartt-wip. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.