--- title: "FXD vs Swanndri: Which is searched more in New Zealand?" description: "Is FXD or Swanndri 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/fxd-vs-swanndri" publisher: "Brandwave" --- # FXD vs Swanndri: Which is searched more in New Zealand? Is FXD or Swanndri 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**: FXD and Swanndri - **Competitive set**: Workwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **FXD Share of Search**: 2.8% - **Swanndri Share of Search**: 34% ## Is FXD or Swanndri more popular in search? - In September 2026, Swanndri had more branded searches than FXD among workwear brands in New Zealand. Swanndri had about 16,500 branded searches, while FXD had 1,380. Swanndri made up 34% of all workwear brand searches we track, and FXD accounted for 2.8%. - Swanndri was ahead of FXD in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, Swanndri’s share of searches among workwear brands in New Zealand moved from 30.9% to 34%, and its estimated monthly branded searches moved from 15.2K to 16.5K. ## Top workwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, FXD appeared in all five answers. Swanndri was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. FXD was listed before Swanndri in every answer. 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? - In September 2026, Swanndri lost share of searches among workwear brands in New Zealand, from 40.8% to 34%. - 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. ## Month by month | Month | FXD estimated searches | FXD Share of Search | FXD rank | Swanndri estimated searches | Swanndri Share of Search | Swanndri rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.3K | 2.5% | 7 | 15.2K | 30.9% | 1 | | Nov 2025 | 1.1K | 2% | 8 | 21.6K | 38.6% | 1 | | Dec 2025 | 740 | 1.3% | 8 | 18.2K | 33.1% | 1 | | Jan 2026 | 1.1K | 2.2% | 8 | 12.7K | 25.6% | 2 | | Feb 2026 | 950 | 2.1% | 8 | 13K | 28.9% | 1 | | Mar 2026 | 1.3K | 2.3% | 7 | 19.2K | 33.5% | 1 | | Apr 2026 | 1.3K | 1.8% | 8 | 28.9K | 41.3% | 1 | | May 2026 | 1.4K | 2% | 8 | 29.2K | 42.1% | 1 | | Jun 2026 | 1.5K | 2% | 8 | 35.3K | 47.3% | 1 | | Jul 2026 | 1.4K | 2% | 7 | 29.7K | 42.6% | 1 | | Aug 2026 | 1.5K | 2.4% | 7 | 25K | 40.8% | 1 | | Sep 2026 | 1.4K | 2.8% | 7 | 16.5K | 34% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using FXD’s and Swanndri’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. - **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. - **Swanndri**: Measured on the search terms “swanndri”, “swanndri bush shirt”, “swanndri coat”, “swanndri hoodie”, “swanndri jersey”, “swanndri oilskin”, “swanndri oilskin vest”, “swanndri outlet”, “swanndri quarter zip”, “swanndri sale”, “swanndri shirts”, “swanndri stores”, “swanndri tower junction” and “swanndri vest”, summed into one figure. - [FXD profile](/demand/nz/brands/fxd) - [Swanndri profile](/demand/nz/brands/swanndri) - [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 FXD or Swanndri more popular in search? In September 2026, Swanndri had more branded searches than FXD among workwear brands in New Zealand. Swanndri had about 16,500 branded searches, while FXD had 1,380. Swanndri made up 34% of all workwear brand searches we track, and FXD accounted for 2.8%. ## Cite this page Brandwave. "FXD vs Swanndri: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/fxd-vs-swanndri This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/fxd-vs-swanndri. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.