--- title: "H&M vs Max: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, H&M or Max? Compare estimated monthly branded-search demand and Share of Search inside the Women's fashion retailers 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/h-and-m-vs-max" publisher: "Brandwave" --- # H&M vs Max: Which is more popular by branded search in New Zealand? Which is more popular in search, H&M or Max? Compare estimated monthly branded-search demand and Share of Search inside the Women's fashion retailers 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**: H&M and Max - **Competitive set**: Women's fashion retailers - **Market**: New Zealand - **Month measured**: Aug 2026 - **H&M Share of Search**: 6.2% - **Max Share of Search**: 3.6% ## Which is more popular in search, H&M or Max? - 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%. - 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? - 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. ## Month by month | Month | H&M estimated searches | H&M Share of Search | H&M rank | Max estimated searches | Max Share of Search | Max rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 58.2K | 7.1% | 6 | 29.4K | 3.6% | 7 | | Nov 2025 | 61.1K | 5.7% | 6 | 32K | 3% | 7 | | Dec 2025 | 66.9K | 6.2% | 6 | 30.6K | 2.8% | 7 | | Jan 2026 | 55.4K | 6.9% | 6 | 25K | 3.1% | 7 | | Feb 2026 | 45.5K | 6.1% | 6 | 21.1K | 2.8% | 8 | | Mar 2026 | 57.5K | 6.3% | 6 | 30.6K | 3.3% | 7 | | Apr 2026 | 58.1K | 6.1% | 6 | 31.6K | 3.3% | 7 | | May 2026 | 59.9K | 6.1% | 6 | 31.8K | 3.2% | 7 | | Jun 2026 | 53.1K | 6% | 6 | 30.4K | 3.4% | 7 | | Jul 2026 | 51.3K | 5.8% | 6 | 27.1K | 3% | 7 | | Aug 2026 | 52.1K | 6.2% | 6 | 30.4K | 3.6% | 7 | | Sep 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**: Measured on the 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” and “hm nz”, summed into one figure. - **Max**: Measured on the 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” and “max womens clothing”, summed into one figure. - [H&M profile](/demand/nz/brands/h-and-m) - [Max profile](/demand/nz/brands/max) - [All women's fashion retailers in New Zealand](/demand/nz/categories/nz-womens-fashion-retailers): The set both shares are measured inside, 9 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, H&M or Max? 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%. ## Cite this page Brandwave. "H&M vs Max: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/h-and-m-vs-max This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/h-and-m-vs-max. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.