Brandwave

Boohoo vs Glassons:Which is more popular?

In September 2026, Glassons had more branded searches than Boohoo among online fashion retailers in New Zealand. Glassons had about 147,000 branded searches, while Boohoo had 6,730. Glassons made up 23% of all online fashion retailer searches we track, and Boohoo accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, Glassons appeared in three of the five answers and Boohoo in none.

Among online fashion retailers in New Zealand in September 2026

Who do people search for more?

Glassons, about 22 searches for every 1 for Boohoo

Glassons 147K searchesBoohoo 6.7K searches

Who does AI mention more?

Glassons, mentioned in 3 of 5 answers, Boohoo in 0

Glassons in 3 of 5Boohoo in 0 of 5

Who does AI recommend more?

Glassons, the only one of the two named

Glassons first in 3Boohoo never named

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Top online fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Boohoo 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. The Iconic1st
  2. Glassons2nd
  3. ASOS3rd
  4. Max4th
  5. Flo & Frankie5th
  6. Moochi6th
  7. Postie7th
  8. Shein–
  9. Princess Polly–
  10. +3 more
  11. Boohoo–
  12. +1 more

Mentioned by AI

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

  • The Iconic4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Glassons3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Max3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ASOS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Postie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Moochi2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Flo & Frankie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shein0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Princess Polly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Boohoo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about online fashion retailers

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 Boohoo or Glassons more popular in search?

This chart shows how often people search Google for Boohoo and Glassons by name. Each line represents a brand's share of searches for all 14 online fashion retailers we track, month by month, from searches in New Zealand.

Boohoo and Glassons among online fashion retailers in New Zealand, by month

Share of searches by month for Glassons, Boohoo. The figures are in the table below the chart.

View monthly share of searches table
MonthSheinGlassonsPostiePrincess PollyThe IconicMaxASOSShowpoMoochiStylerunnerHello MollyBoohooFlo & FrankieWhite Fox Boutique
Oct 202538.3%22.3%13.9%6.3%3.5%3.3%3.6%2.4%1.5%1.2%1.1%1.6%0.55%0.3%
Nov 202529.8%25.7%15.9%7.3%5%3.4%3.4%2.3%1.4%1.8%1.1%1.8%0.64%0.35%
Dec 202528%29.8%18.4%5.6%3.9%3.8%2.6%1.5%1.7%1.7%0.8%1.2%0.73%0.32%
Jan 202632.4%28%14.3%5.3%3.7%3.5%3.8%2.1%1.6%1.6%1.4%1.5%0.69%0.26%
Feb 202632.4%28%14.3%5.4%3.6%3%3.8%2.1%1.9%1.6%1.7%1.5%0.56%0.26%
Mar 202632.3%28.1%14.4%5.4%3.7%3.7%3.1%2.1%1.9%1.6%1.7%1.2%0.46%0.31%
Apr 202631.4%27.4%16.9%5.2%3.5%3.8%3.6%1.6%1.5%1.5%1.6%1.2%0.45%0.25%
May 202631.6%27.4%17%5.3%3.6%3.6%3.1%1.7%1.9%1.3%1.6%1.2%0.45%0.26%
Jun 202639.1%23%14.2%5.3%3.6%3.7%3.2%1.7%1.3%1.6%1.3%1.2%0.38%0.34%
Jul 202635.3%25.3%15.7%4.8%3.3%3.5%4.2%1.9%1.4%1.4%1.2%1.1%0.5%0.31%
Aug 202638.8%22.9%14.1%5.3%3.6%3.7%3.7%2.1%1.5%1.3%1.1%1.2%0.45%0.3%
Sep 202639.1%23%14.2%5.3%4.4%3.7%3.1%1.7%1.6%1.3%1.1%1.1%0.45%0.21%

How has the Boohoo and Glassons comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand online fashion retailers in September 2026?

1 change

  1. In September 2026, Boohoo fell from 11th to 12th among online fashion retailers in New Zealand.

How are branded searches counted?

28 search terms

Brandwave collects information about searches that people make online using Boohoo’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.

Boohoo

12 branded search terms

  • boohoo
  • boohoo aus
  • boohoo chic
  • boohoo clothing
  • boohoo curve
  • boohoo dresses
  • boohoo man
  • boohoo style
  • boohoo style clothing
  • boohoo style dresses
  • boohoo wedding
  • boohoo wedding dress

Glassons

16 branded 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
  • glassons tops

How the Brand Demand Index is measured

Other head-to-heads among online fashion retailers

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