Brandwave

Hugo Boss vs Tommy Hilfiger:Which is more popular by branded search in New Zealand?

In August 2026, Tommy Hilfiger had more branded searches than Hugo Boss among premium fashion brands in New Zealand. Tommy Hilfiger was estimated to have 24.4K branded searches compared to Hugo Boss’ 7.5K, and held a 23.9% Share of Search versus Hugo Boss’ 7.4%.

Share of Search among premium fashion brands in New Zealand in August 2026Which is more popular in search, Hugo Boss or Tommy Hilfiger?
Hugo Boss7.4%7.5K searches
vs
Tommy Hilfiger23.9%24.4K searches
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Which is more popular in search, Hugo Boss or Tommy Hilfiger?

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.

Hugo Boss and Tommy Hilfiger among premium fashion brands in New Zealand, by month

Share of Search by month for Tommy Hilfiger, Hugo Boss. The figures are in the table below the chart.

View monthly share of search table
MonthCalvin KleinTommy HilfigerRalph LaurenGuessHugo BossLacoste
Oct 202532%28.6%19.2%6%6.8%7.4%
Nov 202535.5%29.5%16.8%7%5.4%5.9%
Dec 202535.9%27.3%17.2%7.6%5.9%6.1%
Jan 202635.2%26.4%18.8%7%6.2%6.4%
Feb 202638.2%22.5%20.4%5.9%6.4%6.6%
Mar 202641%23.8%19.1%5%5.6%5.5%
Apr 202636.6%28.1%18.6%5.9%5.4%5.3%
May 202637.3%27.4%18.1%6.5%5.8%4.9%
Jun 202637.2%26.3%18.7%6.8%6%4.9%
Jul 202635.8%27.8%18.8%6.5%6.2%4.8%
Aug 202633.1%23.9%21%8.8%7.4%5.9%
Sep 2026——————

How has the Hugo Boss and Tommy Hilfiger comparison changed over the last 12 months?

How did search popularity change for New Zealand premium fashion brands in August 2026?

  1. In August 2026, Hugo Boss gained estimated Share of Search among premium fashion brands in New Zealand, from 6.2% to 7.4%.

  2. In August 2026, Tommy Hilfiger lost estimated Share of Search among premium fashion brands in New Zealand, from 27.8% to 23.9%.

How each brand is measured

Brandwave collects information about searches that people make online using Hugo Boss’ and Tommy Hilfiger’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.

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

Tommy Hilfiger

25 branded search terms

  • nz tommy com
  • tommy hilfiger bags nz
  • tommy hilfiger dressmart
  • tommy hilfiger fashion
  • tommy hilfiger goggles
  • tommy hilfiger india
  • tommy hilfiger near me
  • tommy hilfiger nz
  • tommy hilfiger nz outlet
  • tommy hilfiger online
  • tommy hilfiger outfits
  • tommy hilfiger outlet
  • tommy hilfiger outlet nz
  • tommy hilfiger perfumes
  • tommy hilfiger polo tee
  • tommy hilfiger quarter zip
  • tommy hilfiger sale
  • tommy hilfiger shoes nz
  • tommy hilfiger sport
  • tommy hilfiger tote
  • tommyhilfiger
  • tommyhilfiger clothing
  • tommyhilfiger jeans
  • tommyhilfiger nz
  • tommyhilfiger polo

How the Brand Demand Index is measured

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