H&M vs Max:Which is more popular by branded search in New Zealand?
In August 2026, H&M had more branded searches than Max among women's fashion retailers in New Zealand. H&M was estimated to have 52.1K branded searches compared to Max’s 30.4K, and held a 6.2% Share of Search versus Max’s 3.6%.
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Which is more popular in search, H&M or Max?
Compare the high-street fashion retailers New Zealand women shop for everyday clothing. 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 H&M, Max. The figures are in the table below the chart.
View monthly share of search table
| Month | Cotton On | Glassons | Postie | Country Road | Zara | H&M | Max | Witchery | Seed Heritage |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29% | 23.8% | 11.9% | 10.9% | 8.4% | 7.1% | 3.6% | 3% | 2.5% |
| Nov 2025 | 32.8% | 22.2% | 11.2% | 12.4% | 7.7% | 5.7% | 3% | 2.8% | 2.3% |
| Dec 2025 | 32.8% | 22.7% | 11.2% | 12.5% | 7.2% | 6.2% | 2.8% | 2.3% | 2.3% |
| Jan 2026 | 30.1% | 24.6% | 10.2% | 11.2% | 8.6% | 6.9% | 3.1% | 2.9% | 2.3% |
| Feb 2026 | 30.8% | 25.3% | 10.9% | 10.7% | 8.5% | 6.1% | 2.8% | 3% | 2% |
| Mar 2026 | 30.3% | 24.8% | 11% | 10.9% | 8.5% | 6.3% | 3.3% | 2.9% | 2% |
| Apr 2026 | 29.1% | 23.9% | 12.8% | 11.3% | 8.8% | 6.1% | 3.3% | 2.8% | 1.9% |
| May 2026 | 29.1% | 24% | 12.7% | 11% | 8.5% | 6.1% | 3.2% | 3% | 2.2% |
| Jun 2026 | 31.3% | 22.3% | 12% | 10.1% | 9.6% | 6% | 3.4% | 3% | 2.1% |
| Jul 2026 | 34.8% | 22.1% | 11.6% | 9% | 9.5% | 5.8% | 3% | 2.5% | 1.7% |
| Aug 2026 | 29.4% | 23.5% | 12.1% | 10.6% | 9.2% | 6.2% | 3.6% | 3.2% | 2.2% |
| Sep 2026 | — | — | — | — | — | — | — | — | — |
How has the H&M and Max comparison changed over the last 12 months?
3 findings
- H&M was ahead of Max in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, H&M’s estimated Share of Search among women's fashion retailers in New Zealand moved from 7.1% to 6.2%, and its estimated monthly branded searches moved from 58.2K to 52.1K.
- Across the 11 months ending August 2026, Max’s estimated Share of Search among women's fashion retailers in New Zealand held steady at 3.6%, and its estimated monthly branded searches moved from 29.4K to 30.4K.
How did search popularity change for New Zealand women's fashion retailers in August 2026?
2 changes
In August 2026, Max gained estimated Share of Search among women's fashion retailers in New Zealand, from 3% to 3.6%.
Estimated monthly branded searches for H&M in New Zealand fell 10.5% over 11 measured months, from 58.2K to 52.1K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using H&M’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.
H&M
21 branded search terms
- h and m au
- h and m dresses
- h and m gb
- h and m shop online
- h&m
- h&m au
- h&m australia
- h&m clothing
- h&m dresses
- h&m homes
- h&m india
- h&m jackets
- h&m jeans
- h&m m
- h&m online
- h&m pink shirt
- h&m queen street
- h&m store
- h&m sylvia park
- h&m uk
- hm nz
Max
14 branded search terms
- dresses max
- max clothes online
- max clothing
- max clothing store
- max fashion
- max fashion dresses
- max fashion new arrivals
- max fashion online
- max fashion online shop
- max fashion sale
- max nz
- max online
- max store
- max womens clothing
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.