Harris Tapper vs RUBY:Which is more popular?
In September 2026, Harris Tapper had more branded searches than RUBY among designer fashion labels in New Zealand. Harris Tapper had about 2,900 branded searches, while RUBY had 2,410. Harris Tapper made up 4.8% of all designer fashion label searches we track, and RUBY accounted for 4%. When we asked ChatGPT and Google AI Overviews about designer fashion labels, Harris Tapper appeared in four of the five answers and RUBY in one. Harris Tapper was mentioned before RUBY in three out of four answers that named either.
Who do people search for more?
Harris Tapper, about 20% more searches than RUBY
Who does AI mention more?
Harris Tapper, mentioned in 4 of 5 answers, RUBY in 1
Who does AI recommend more?
Harris Tapper, named ahead of RUBY in 3 of 4 answers
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Top designer fashion labels in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Harris Tapper was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. RUBY was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Harris Tapper was listed before RUBY in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Juliette Hogan1st
Kowtow2nd- Harris Tapper3rd
Zambesi4th
Karen Walker5th
Paris Georgia6th
Maggie Marilyn7th
RUBY8th
Marle9th
Deadly Ponies10th- +5 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Juliette Hogan4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Harris Tapper4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Kowtow4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Karen Walker3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Maggie Marilyn3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Deadly Ponies2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Yu Mei2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Zambesi2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Paris Georgia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- RUBY1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about designer fashion labels
5 answers
Asked ChatGPT
“Which New Zealand designer fashion label should I buy in New Zealand?”
Asked ChatGPT
“What are the best New Zealand designer fashion label brands in New Zealand?”
Asked ChatGPT
“What's the best New Zealand designer fashion label in New Zealand for womenswear?”
Searched Google, AI Overview
“designer clothing nz”
Searched Google, AI Overview
“nz fashion brand”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Harris Tapper or RUBY more popular in search?
This chart shows how often people search Google for Harris Tapper and RUBY by name. Each line represents a brand's share of searches for all 15 designer fashion labels we track, month by month, from searches in New Zealand.
Share of searches by month for Harris Tapper, RUBY. The figures are in the table below the chart.
View monthly share of searches table
| Month | Karen Walker | Juliette Hogan | Deadly Ponies | Caitlin Crisp | Maggie Marilyn | Yu Mei | Harris Tapper | RUBY | Kowtow | Twenty-Seven Names | Zambesi | Kate Sylvester | Paris Georgia | Marle | Ingrid Starnes |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.1% | 11.5% | 10.9% | 11% | 5.7% | 4.6% | 5.5% | 5.5% | 3.6% | 4% | 3.2% | 3.6% | 2.4% | 1.9% | 0.38% |
| Nov 2025 | 31.1% | 9.4% | 12.9% | 10.7% | 4.6% | 4.4% | 5.4% | 4.8% | 3.3% | 3.2% | 2.6% | 2.9% | 2.9% | 1.3% | 0.35% |
| Dec 2025 | 33.6% | 8.2% | 13.8% | 9.3% | 4.9% | 7% | 3.2% | 4.8% | 3.2% | 3.5% | 2.8% | 2.6% | 1.7% | 1.2% | 0.32% |
| Jan 2026 | 29.9% | 9.4% | 12.6% | 8.6% | 5.5% | 6.3% | 3.5% | 4.9% | 3.5% | 5.6% | 3.2% | 3.1% | 2.3% | 1.5% | 0.35% |
| Feb 2026 | 27.2% | 10.4% | 11.4% | 9.5% | 6.1% | 5.5% | 4.7% | 4.5% | 3.1% | 5.1% | 3.4% | 4.3% | 2.6% | 2% | 0.37% |
| Mar 2026 | 33.4% | 8.7% | 11.8% | 8.1% | 6.4% | 4.8% | 6.1% | 3.9% | 3.1% | 2.9% | 2.9% | 2.8% | 2.2% | 2.6% | 0.33% |
| Apr 2026 | 31.1% | 9.6% | 13.4% | 8.9% | 5.9% | 4.5% | 3.8% | 3.9% | 5% | 2.8% | 3.3% | 3% | 2% | 2.4% | 0.36% |
| May 2026 | 30.4% | 9.2% | 15.9% | 7.2% | 4.7% | 5.4% | 5.5% | 3.3% | 3.3% | 3.3% | 3.2% | 2.9% | 2.5% | 2.8% | 0.35% |
| Jun 2026 | 32.2% | 8.2% | 14.2% | 7.6% | 6.3% | 5.7% | 4.7% | 3.8% | 3.9% | 4.3% | 2.9% | 2.6% | 1.6% | 1.9% | 0.39% |
| Jul 2026 | 32.1% | 9.7% | 13.5% | 6.1% | 6% | 4.7% | 5.7% | 3.8% | 3.8% | 3.3% | 2.4% | 4.3% | 2.5% | 1.8% | 0.28% |
| Aug 2026 | 26.6% | 12.1% | 11.6% | 13.8% | 6.2% | 5.6% | 4.8% | 3% | 2.8% | 4.2% | 2.8% | 2.2% | 1.7% | 2.5% | 0.25% |
| Sep 2026 | 27.9% | 12.4% | 11.8% | 9.8% | 6.2% | 5% | 4.8% | 4% | 3.7% | 3.5% | 3% | 2.8% | 2.7% | 2.1% | 0.32% |
How has the Harris Tapper and RUBY comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: RUBY took it in December 2025, Harris Tapper took it in February 2026, RUBY took it in April 2026, Harris Tapper took it in May 2026.
- Across the 12 months ending September 2026, Harris Tapper’s share of searches among designer fashion labels in New Zealand moved from 5.5% to 4.8%, and its estimated monthly branded searches moved from 3.6K to 2.9K.
- Across the 12 months ending September 2026, RUBY’s share of searches among designer fashion labels in New Zealand moved from 5.5% to 4%, and its estimated monthly branded searches moved from 3.6K to 2.4K.
How did search popularity change for New Zealand designer fashion labels in September 2026?
2 changes
In September 2026, RUBY overtook Twenty-Seven Names to rank 8th among designer fashion labels in New Zealand, with 4% of the searches.
Estimated monthly branded searches for Harris Tapper in New Zealand fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Harris Tapper’s and RUBY’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.
Harris Tapper
1 branded search term
- harris tapper
RUBY
4 branded search terms
- ruby clothing
- ruby dress
- ruby sale
- rubynz
Other head-to-heads among designer fashion labels
- Karen Walker vs Juliette Hogan: compare popularity
- Karen Walker vs Deadly Ponies: compare popularity
Karen Walker vs Caitlin Crisp: compare popularity- Karen Walker vs Maggie Marilyn: compare popularity
- Juliette Hogan vs Deadly Ponies: compare popularity
- Juliette Hogan vs Caitlin Crisp: compare popularity
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.