--- title: "Dickies vs FXD: Which is searched more in New Zealand?" description: "Is Dickies or FXD 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/dickies-vs-fxd" publisher: "Brandwave" --- # Dickies vs FXD: Which is searched more in New Zealand? Is Dickies or FXD 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**: Dickies and FXD - **Competitive set**: Workwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Dickies Share of Search**: 1.4% - **FXD Share of Search**: 2.8% ## Is Dickies or FXD more popular in search? - In September 2026, FXD had more branded searches than Dickies among workwear brands in New Zealand. FXD had about 1,380 branded searches, while Dickies had 690. FXD made up 2.8% of all workwear brand searches we track, and Dickies accounted for 1.4%. - The lead changed hands 2 times in the 12 months ending September 2026: Dickies took it in April 2026, FXD took it in July 2026. - Across the 12 months ending September 2026, Dickies’ share of searches among workwear brands in New Zealand moved from 1.8% to 1.4%, and its estimated monthly branded searches moved from 870 to 690. - Across the 12 months ending September 2026, FXD’s share of searches among workwear brands in New Zealand moved from 2.5% to 2.8%, and its estimated monthly branded searches moved from 1.3K to 1.4K. ## Top workwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, FXD appeared in all five answers. Dickies 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? - FXD’s share of searches among workwear brands in New Zealand has gained ground for 3 months in a row, from 2% to 2.8% in September 2026. - Estimated monthly branded searches for Dickies in New Zealand fell 20.7% over 12 measured months, from 870 to 690 in September 2026. ## Month by month | Month | Dickies estimated searches | Dickies Share of Search | Dickies rank | FXD estimated searches | FXD Share of Search | FXD rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 870 | 1.8% | 9 | 1.3K | 2.5% | 7 | | Nov 2025 | 660 | 1.2% | 9 | 1.1K | 2% | 8 | | Dec 2025 | 550 | 1% | 9 | 740 | 1.3% | 8 | | Jan 2026 | 660 | 1.3% | 9 | 1.1K | 2.2% | 8 | | Feb 2026 | 640 | 1.4% | 9 | 950 | 2.1% | 8 | | Mar 2026 | 1.1K | 1.8% | 9 | 1.3K | 2.3% | 7 | | Apr 2026 | 1.5K | 2.2% | 7 | 1.3K | 1.8% | 8 | | May 2026 | 1.6K | 2.3% | 7 | 1.4K | 2% | 8 | | Jun 2026 | 1.6K | 2.1% | 7 | 1.5K | 2% | 8 | | Jul 2026 | 950 | 1.4% | 9 | 1.4K | 2% | 7 | | Aug 2026 | 870 | 1.4% | 10 | 1.5K | 2.4% | 7 | | Sep 2026 | 690 | 1.4% | 10 | 1.4K | 2.8% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Dickies’ and FXD’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. - **Dickies**: Measured on the search terms “coveralls dickies”, “dickies overalls”, “dickies work coat”, “dickies work pants”, “dickies work shirts”, “dickies work shorts” and “dickies workwear”, summed into one figure. - **FXD**: Measured on the search terms “fxd”, “fxd hoodie”, “fxd pants”, “fxd shorts”, “fxd work boots”, “fxd work pants”, “fxd work shorts” and “fxd workwear”, summed into one figure. - [Dickies profile](/demand/nz/brands/dickies) - [FXD profile](/demand/nz/brands/fxd) - [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 Dickies or FXD more popular in search? In September 2026, FXD had more branded searches than Dickies among workwear brands in New Zealand. FXD had about 1,380 branded searches, while Dickies had 690. FXD made up 2.8% of all workwear brand searches we track, and Dickies accounted for 1.4%. ## Cite this page Brandwave. "Dickies vs FXD: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/dickies-vs-fxd This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/dickies-vs-fxd. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.