Brandwave

Dr. Martens vs SCARPA:Which is more popular?

In September 2026, Dr. Martens had more branded searches than SCARPA among boot brands in New Zealand. Dr. Martens had about 21,800 branded searches, while SCARPA had 170. Dr. Martens made up 21% of all boot brand searches we track, and SCARPA accounted for 0.16%. When we asked ChatGPT and Google AI Overviews about boot brands, Dr. Martens appeared in two of the five answers and SCARPA in none.

Among boot brands in New Zealand in September 2026

Who do people search for more?

Dr. Martens, about 128 searches for every 1 for SCARPA

Dr. Martens 21.8K searchesSCARPA 170 searches

Who does AI mention more?

Dr. Martens, mentioned in 2 of 5 answers, SCARPA in 0

Dr. Martens in 2 of 5SCARPA in 0 of 5

Who does AI recommend more?

Dr. Martens, the only one of the two named

Dr. Martens first in 2SCARPA never named

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dr. Martens was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. SCARPA 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. Blundstone1st
  2. John Bull2nd
  3. Steel Blue3rd
  4. Timberland4th
  5. Redback4th
  6. R.M.Williams6th
  7. Dr. Martens7th
  8. Merrell8th
  9. UGG–
  10. SCARPA–

Mentioned by AI

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

  • Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Timberland4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Bull3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dr. Martens2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • R.M.Williams2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Steel Blue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redback2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merrell1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • UGG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SCARPA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about boot brands

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 Dr. Martens or SCARPA more popular in search?

This chart shows how often people search Google for Dr. Martens and SCARPA by name. Each line represents a brand's share of searches for all ten boot brands we track, month by month, from searches in New Zealand.

Dr. Martens and SCARPA among boot brands in New Zealand, by month

Share of searches by month for Dr. Martens, SCARPA. The figures are in the table below the chart.

View monthly share of searches table
MonthUGGDr. MartensTimberlandR.M.WilliamsBlundstoneMerrellJohn BullSteel BlueRedbackSCARPA
Oct 202532.6%23.5%13.1%15%7.4%5.4%1.9%0.59%0.37%0.14%
Nov 202536.5%20.8%11.8%16.9%6%5.8%1.2%0.46%0.29%0.11%
Dec 202541.1%19.6%11.5%16.1%5.5%4.6%0.95%0.29%0.26%0.08%
Jan 202635.9%23.6%11.8%11.9%8.1%6%1.5%0.55%0.41%0.13%
Feb 202635%22.5%11.3%13.6%8.7%6.1%1.7%0.52%0.48%0.12%
Mar 202638%22.4%11.2%11.6%8.5%5.7%1.4%0.52%0.4%0.18%
Apr 202641.9%19.3%11.3%11.5%8%5.7%1.2%0.44%0.5%0.16%
May 202646%18.2%10.5%11%7.4%4.7%1.1%0.4%0.45%0.14%
Jun 202642%20.4%10.5%12.2%8.3%4.4%1.2%0.45%0.48%0.13%
Jul 202642.5%17.1%11.7%12.1%9%5.5%1.2%0.36%0.39%0.16%
Aug 202640.2%17.5%13.2%12.5%9.1%5.2%1.3%0.46%0.44%0.13%
Sep 202633.5%21%13.5%12.7%10.2%6.4%1.5%0.57%0.53%0.16%

How has the Dr. Martens and SCARPA comparison changed over the last 12 months?

3 findings
  • Dr. Martens was ahead of SCARPA in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Dr. Martens’ share of searches among boot brands in New Zealand moved from 23.5% to 21%, and its estimated monthly branded searches moved from 23.4K to 21.8K.
  • Across the 12 months ending September 2026, SCARPA’s share of searches among boot brands in New Zealand moved from 0.14% to 0.16%, and its estimated monthly branded searches moved from 140 to 170.

How did search popularity change for New Zealand boot brands in September 2026?

2 changes

  1. In September 2026, Dr. Martens gained share of searches among boot brands in New Zealand, from 17.5% to 21%.

  2. Estimated monthly branded searches for SCARPA in New Zealand rose 21.4% over 12 measured months, from 140 to 170 in September 2026.

How are branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Dr. Martens’ and SCARPA’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.

Dr. Martens

10 branded search terms

  • doc martens
  • doc martens boots
  • dr martens
  • dr martens 1460
  • dr martens 1461
  • dr martens boots
  • dr martens loafers
  • dr martens mules
  • dr martens shoes
  • drmartens shoes

SCARPA

1 branded search term

  • scarpa boots nz

How the Brand Demand Index is measured

Other head-to-heads among boot brands

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