Guess vs Hugo Boss:Which is more popular by branded search in New Zealand?
In August 2026, Guess had more branded searches than Hugo Boss among premium fashion brands in New Zealand. Guess was estimated to have 9K branded searches compared to Hugo Boss’ 7.5K, and held an 8.8% Share of Search versus Hugo Boss’ 7.4%.
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Which is more popular in search, Guess or Hugo Boss?
Compare the premium international fashion brands New Zealanders shop in store and online. 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.
Share of Search by month for Guess, Hugo Boss. The figures are in the table below the chart.
View monthly share of search table
| Month | Calvin Klein | Tommy Hilfiger | Ralph Lauren | Guess | Hugo Boss | Lacoste |
|---|---|---|---|---|---|---|
| Oct 2025 | 32% | 28.6% | 19.2% | 6% | 6.8% | 7.4% |
| Nov 2025 | 35.5% | 29.5% | 16.8% | 7% | 5.4% | 5.9% |
| Dec 2025 | 35.9% | 27.3% | 17.2% | 7.6% | 5.9% | 6.1% |
| Jan 2026 | 35.2% | 26.4% | 18.8% | 7% | 6.2% | 6.4% |
| Feb 2026 | 38.2% | 22.5% | 20.4% | 5.9% | 6.4% | 6.6% |
| Mar 2026 | 41% | 23.8% | 19.1% | 5% | 5.6% | 5.5% |
| Apr 2026 | 36.6% | 28.1% | 18.6% | 5.9% | 5.4% | 5.3% |
| May 2026 | 37.3% | 27.4% | 18.1% | 6.5% | 5.8% | 4.9% |
| Jun 2026 | 37.2% | 26.3% | 18.7% | 6.8% | 6% | 4.9% |
| Jul 2026 | 35.8% | 27.8% | 18.8% | 6.5% | 6.2% | 4.8% |
| Aug 2026 | 33.1% | 23.9% | 21% | 8.8% | 7.4% | 5.9% |
| Sep 2026 | — | — | — | — | — | — |
How has the Guess and Hugo Boss comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 11 months ending August 2026: Guess took it in November 2025, Hugo Boss took it in February 2026, Guess took it in April 2026.
- Across the 11 months ending August 2026, Guess’ estimated Share of Search among premium fashion brands in New Zealand moved from 6% to 8.8%, and its estimated monthly branded searches moved from 5.7K to 9K.
- Across the 11 months ending August 2026, Hugo Boss’ estimated Share of Search among premium fashion brands in New Zealand moved from 6.8% to 7.4%, and its estimated monthly branded searches moved from 6.6K to 7.5K.
How did search popularity change for New Zealand premium fashion brands in August 2026?
2 changes
In August 2026, Guess gained estimated Share of Search among premium fashion brands in New Zealand, from 6.5% to 8.8%.
In August 2026, Hugo Boss gained estimated Share of Search among premium fashion brands in New Zealand, from 6.2% to 7.4%.
How each brand is measured
Brandwave collects information about searches that people make online using Guess’ and Hugo Boss’ 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.
Guess
9 branded search terms
- guess bags
- guess clothing
- guess clothing outlet
- guess clothing store
- guess fashion
- guess jeans
- guess nz
- guess polo
- marciano guess clothing
Hugo Boss
23 branded search terms
- boss clothing
- hugo boss
- hugo boss bottled
- hugo boss bottled edt
- hugo boss cloth
- hugo boss colognes
- hugo boss jeans
- hugo boss man
- hugo boss mens fragrance
- hugo boss near me
- hugo boss nz
- hugo boss online
- hugo boss perfumes
- hugo boss suit
- hugo boss the scent
- hugo boss the scent for her
- hugo boss the scent woman
- hugo boss webshop
- hugoboss
- hugoboss com
- hugoboss jeans
- hugoboss nz
- hugoboss polo
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.