Brandwave

Flo & Frankie vs Max:Which is more popular?

In September 2026, Max had more branded searches than Flo & Frankie among women's fashion retailers in New Zealand. Max had about 24,900 branded searches, while Flo & Frankie had 2,900. Max made up 3.8% of all women's fashion retailer searches we track, and Flo & Frankie accounted for 0.45%. When we asked ChatGPT and Google AI Overviews about women's fashion retailers, Max appeared in three of the five answers and Flo & Frankie in two. Flo & Frankie was mentioned before Max in two out of three answers.

Among women's fashion retailers in New Zealand in September 2026

Who do people search for more?

Max, about 9 searches for every 1 for Flo & Frankie

Max 24.9K searchesFlo & Frankie 2.9K searches

Who does AI mention more?

Max, mentioned in 3 of 5 answers, Flo & Frankie in 2

Max in 3 of 5Flo & Frankie in 2 of 5

Who does AI recommend more?

Flo & Frankie, named ahead of Max in 2 of 3 answers

Flo & Frankie first in 2Max first in 1

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Top women's fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Max was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Flo & Frankie was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Flo & Frankie was listed before Max in two out of three answers.

Most recommended by AI

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

  1. Glassons1st
  2. Max2nd
  3. Flo & Frankie3rd
  4. Witchery4th
  5. Country Road5th
  6. Postie6th
  7. H&M7th
  8. Cotton On–
  9. Zara–
  10. Seed Heritage–

Mentioned by AI

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

  • Glassons3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Max3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Postie2 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
  • Country Road1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • H&M1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Witchery1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cotton On0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zara0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Seed Heritage0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about women's fashion retailers

5 answers

  • Asked ChatGPT

    “Which women's fashion retailer should I shop at in New Zealand?”

    1. 1Glassons
    2. 2Flo & Frankie
    3. 3Max
    4. 4Postie

  • Asked ChatGPT

    “What are the best women's fashion retailers in New Zealand?”

    1. 1Glassons
    2. 2Country Road
    3. 3Flo & Frankie
    4. 4Max
    5. 5H&M

  • Asked ChatGPT

    “What's the best women's fashion retailer in New Zealand for everyday clothing?”

    1. 1Glassons

  • Searched Google, AI Overview

    “women's fashion nz”

    1. 1Witchery
    2. 2Max

  • Searched Google, AI Overview

    “women's clothing stores nz”

    1. 1Postie

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 Flo & Frankie or Max more popular in search?

This chart shows how often people search Google for Flo & Frankie and Max by name. Each line represents a brand's share of searches for all ten women's fashion retailers we track, month by month, from searches in New Zealand.

Flo & Frankie and Max among women's fashion retailers in New Zealand, by month

Share of searches by month for Max, Flo & Frankie. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnGlassonsPostieCountry RoadH&MZaraMaxWitcherySeed HeritageFlo & Frankie
Oct 202530.4%23.4%14.4%8.5%8.7%6%3.7%2.6%1.8%0.57%
Nov 202534.5%22%13.4%9.6%7%5.6%3.1%2.4%1.7%0.53%
Dec 202534%22.1%13.5%9.6%8.1%5.5%3%2%1.7%0.53%
Jan 202631.6%24.2%12.2%8.7%8.7%6.2%3.3%2.7%1.9%0.59%
Feb 202632.9%25.4%12.9%7.5%7.5%6.4%2.9%2.3%1.6%0.5%
Mar 202632%24.8%12.6%8.9%7.6%6.5%3.4%2.2%1.5%0.4%
Apr 202630.9%24.2%14.9%8.7%7.5%6.3%3.5%2.2%1.5%0.39%
May 202631.1%23.8%14.7%8.6%7.4%6.2%3.3%2.6%1.8%0.39%
Jun 202634%21.9%13.5%7.9%7.6%7%3.6%2.4%1.6%0.36%
Jul 202638.1%21.5%13.2%6.4%7.2%6.8%3.1%2%1.3%0.42%
Aug 202630.4%23.3%14.3%8.4%7.9%7.3%3.9%2.6%1.7%0.45%
Sep 202630%23%14.1%10%7.4%7.1%3.8%2.5%1.7%0.45%

How has the Flo & Frankie and Max comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand women's fashion retailers in September 2026?

1 change

  1. Estimated monthly branded searches for Flo & Frankie in New Zealand fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

How are branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Flo & Frankie’s and Max’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.

Flo & Frankie

1 branded search term

  • flo & frankie

Max

5 branded search terms

  • dresses max
  • max clothing
  • max fashion
  • max fashion dresses
  • max fashion sale

How the Brand Demand Index is measured

Other head-to-heads among women's fashion retailers

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