Brandwave

Forever New vs RUBY:Which is more popular?

In September 2026, Forever New had more branded searches than RUBY among womenswear labels in New Zealand. Forever New had about 30,400 branded searches, while RUBY had 1,200. Forever New made up 20.2% of all womenswear label searches we track, and RUBY accounted for 0.8%. When we asked ChatGPT and Google AI Overviews about womenswear labels, RUBY appeared in three of the five answers and Forever New in one. RUBY was mentioned before Forever New in three out of four answers that named either.

Among womenswear labels in New Zealand in September 2026

Who do people search for more?

Forever New, about 25 searches for every 1 for RUBY

Forever New 30.4K searchesRUBY 1.2K searches

Who does AI mention more?

RUBY, mentioned in 3 of 5 answers, Forever New in 1

RUBY in 3 of 5Forever New in 1 of 5

Who does AI recommend more?

RUBY, named ahead of Forever New in 3 of 4 answers

RUBY first in 3Forever New first in 1

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Top womenswear labels in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, RUBY was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Forever New was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. RUBY was listed before Forever New in three out of four answers that named either.

Most recommended by AI

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

  1. Juliette Hogan1st
  2. Paris Georgia2nd
  3. RUBY2nd
  4. Kowtow4th
  5. Forever New5th
  6. Maggie Marilyn5th
  7. Augustine5th
  8. Shine On–
  9. YouKnow Clothing–
  10. Assembly Label–
  11. +3 more

Mentioned by AI

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

  • Juliette Hogan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Maggie Marilyn3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • RUBY3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Augustine2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Paris Georgia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kowtow2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Forever New1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shine On0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • YouKnow Clothing0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Assembly Label0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about womenswear labels

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 Forever New or RUBY more popular in search?

This chart shows how often people search Google for Forever New and RUBY by name. Each line represents a brand's share of searches for all 13 womenswear labels we track, month by month, from searches in New Zealand.

Forever New and RUBY among womenswear labels in New Zealand, by month

Share of searches by month for Forever New, RUBY. The figures are in the table below the chart.

View monthly share of searches table
MonthShine OnForever NewYouKnow ClothingAssembly LabelCaroline EveAnnah StrettonJuliette HoganHyde BoutiqueMaggie MarilynAugustineParis GeorgiaRUBYKowtow
Oct 202522.6%19.2%17.8%9.6%8.3%7%4.2%5.1%2.3%1%1%1.1%0.82%
Nov 202520.1%17%29.2%8.5%6.1%7.4%3%3.7%1.7%0.74%1.1%0.82%0.6%
Dec 202522.2%18.7%21.3%11.4%6.6%6.6%3.3%4.1%2.2%0.98%0.8%1.1%0.62%
Jan 202622%18.8%17.4%11.5%6.7%6.6%4.1%6.1%2.7%0.98%1.2%1.3%0.75%
Feb 202622.3%19%17.8%11.7%6.8%5.5%4.2%5.1%2.8%1.9%1.2%0.98%0.77%
Mar 202619.6%17.2%19.4%15.6%5.9%6.1%3.7%5.6%3.1%0.89%1.1%0.95%0.89%
Apr 202620%17.5%26.5%13.3%6.1%4.2%3.2%3.8%2.1%0.76%0.76%0.81%0.93%
May 202620.5%18%22.1%16.4%6.1%5%3.2%3.9%1.8%0.59%0.95%0.71%0.77%
Jun 202618.6%19.5%22.5%14.8%5.5%4.5%2.9%6.4%2.4%0.65%0.65%0.78%0.84%
Jul 202617.1%15.3%33.5%11.2%5.2%5.3%3.3%4%2.2%0.43%0.96%0.72%0.78%
Aug 202618%19.2%21.9%11.7%8.2%5.7%5.2%4.2%2.8%0.56%0.82%0.76%0.82%
Sep 202623%20.2%16.6%12.3%7%6.1%4.4%4.4%2.4%1.1%1.1%0.8%0.59%

How has the Forever New and RUBY comparison changed over the last 12 months?

3 findings
  • Forever New was ahead of RUBY in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Forever New’s share of searches among womenswear labels in New Zealand moved from 19.2% to 20.2%, and its estimated monthly branded searches moved from 30.3K to 30.4K.
  • Across the 12 months ending September 2026, RUBY’s share of searches among womenswear labels in New Zealand moved from 1.1% to 0.8%, and its estimated monthly branded searches moved from 1.8K to 1.2K.

How did search popularity change for New Zealand womenswear labels in September 2026?

4 changes

  1. In September 2026, Shine On overtook YouKnow Clothing and Forever New to become the leader among womenswear labels in New Zealand, with 23% of the searches.

  2. In September 2026, Augustine overtook Kowtow and 2 others to rank 10th among womenswear labels in New Zealand, with 1.1% of the searches.

  3. In September 2026, Forever New gained share of searches among womenswear labels in New Zealand, from 19.2% to 20.2%.

  4. Estimated monthly branded searches for RUBY in New Zealand fell 32.6% over 12 measured months, from 1.8K to 1.2K in September 2026.

How are branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Forever New’s and RUBY’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.

Forever New

9 branded search terms

  • forever new
  • forever new albany
  • forever new clothing
  • forever new coats
  • forever new gowns
  • forever new sale
  • forever new tops
  • forevernew
  • forevernew aus

RUBY

2 branded search terms

  • ruby clothing
  • rubynz

How the Brand Demand Index is measured

Other head-to-heads among womenswear labels

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