H&M vs Zara:Which is more popular by branded search in New Zealand?
In August 2026, Zara had more branded searches than H&M among women's fashion retailers in New Zealand. Zara was estimated to have 77.4K branded searches compared to H&M’s 52.1K, and held a 9.2% Share of Search versus H&M’s 6.2%.
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Which is more popular in search, H&M or Zara?
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 Zara, H&M. 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 Zara comparison changed over the last 12 months?
3 findings
- Zara was ahead of H&M 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, Zara’s estimated Share of Search among women's fashion retailers in New Zealand moved from 8.4% to 9.2%, and its estimated monthly branded searches moved from 68.8K to 77.4K.
How did search popularity change for New Zealand women's fashion retailers in August 2026?
3 changes
In August 2026, Country Road overtook Zara to rank 4th among women's fashion retailers in New Zealand, at 10.6%.
Estimated monthly branded searches for Zara in New Zealand rose 12.4% over 11 measured months, from 68.8K to 77.4K in August 2026.
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 Zara’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
Zara
22 branded search terms
- zara
- zara bags
- zara clothing
- zara com
- zara denim
- zara dresses
- zara gb
- zara homes
- zara india
- zara jackets
- zara men
- zara menswear
- zara near me
- zara nz
- zara online
- zara pants
- zara quilted jacket
- zara sale
- zara shoes
- zara store
- zara sylvia park
- zara tops
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.