Brandwave

Hugo Boss vs Untouched World:Which is more popular?

In September 2026, Untouched World had more branded searches than Hugo Boss among premium fashion brands in New Zealand. Untouched World had about 10,300 branded searches, while Hugo Boss had 4,760. Untouched World made up 15.3% of all premium fashion brand searches we track, and Hugo Boss accounted for 7.1%. When we asked ChatGPT and Google AI Overviews about premium fashion brands, Untouched World appeared in one of the four answers and Hugo Boss in none.

Among premium fashion brands in New Zealand in September 2026

Who do people search for more?

Untouched World, about 2 searches for every 1 for Hugo Boss

Untouched World 10.3K searchesHugo Boss 4.8K searches

Who does AI mention more?

Untouched World, mentioned in 1 of 4 answers, Hugo Boss in 0

Untouched World in 1 of 4Hugo Boss in 0 of 4

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Top premium fashion brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Untouched World was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Hugo Boss did not appear in any of the four answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kowtow3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Untouched World1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Calvin Klein0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tommy Hilfiger0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ralph Lauren0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Guess0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hugo Boss0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lacoste0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about premium fashion brands

4 answers

  • Asked ChatGPT

    “Which premium fashion brand should I shop at in New Zealand?”

    1. 1Kowtow

  • Asked ChatGPT

    “What are the best premium fashion brands in New Zealand?”

    1. 1Kowtow
    2. 2Untouched World

  • Asked ChatGPT

    “What's the best premium fashion brand in New Zealand for everyday style?”

    1. 1Kowtow

  • Searched Google, AI Overview

    “designer clothing nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “fashion brands nz”

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

    Is Hugo Boss or Untouched World more popular in search?

    This chart shows how often people search Google for Hugo Boss and Untouched World by name. Each line represents a brand's share of searches for all eight premium fashion brands we track, month by month, from searches in New Zealand.

    Hugo Boss and Untouched World among premium fashion brands in New Zealand, by month

    Share of searches by month for Untouched World, Hugo Boss. The figures are in the table below the chart.

    View monthly share of searches table
    MonthCalvin KleinTommy HilfigerRalph LaurenUntouched WorldGuessHugo BossLacosteKowtow
    Oct 202521.8%21.3%18.6%15.4%7.5%7.1%6.3%2.1%
    Nov 202527.9%22.4%15.9%12.4%8%6.5%5.6%1.5%
    Dec 202527.6%22%15.8%11.8%9.5%6.5%5.6%1.1%
    Jan 202624.5%19.7%17.2%15.9%8.6%6.6%6%1.5%
    Feb 202628.1%15.2%16.4%20.2%6.6%6.2%5.6%1.7%
    Mar 202628.6%17.4%16.6%19.5%5.8%5.6%4.8%1.9%
    Apr 202625.8%21.3%16.3%17.6%6.8%5.3%4.7%2.3%
    May 202624.6%21.5%15.5%18.8%7.8%5.7%4.4%1.7%
    Jun 202623.5%21%16.7%17.2%8.3%6.7%4.6%1.9%
    Jul 202623.7%22.7%16.7%16.2%8%6.2%4.6%1.8%
    Aug 202619.7%17.7%20.2%17.8%9.9%7.4%5.5%1.8%
    Sep 202624.7%19.8%18.1%15.3%8.6%7.1%5.2%1.3%

    How has the Hugo Boss and Untouched World comparison changed over the last 12 months?

    3 findings

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

    2 changes

    1. In September 2026, Tommy Hilfiger overtook Ralph Lauren and Untouched World to rank 2nd among premium fashion brands in New Zealand, with 19.8% of the searches.

    2. In September 2026, Untouched World lost share of searches among premium fashion brands in New Zealand, from 17.8% to 15.3%.

    How are branded searches counted?

    21 search terms

    Brandwave collects information about searches that people make online using Hugo Boss’ and Untouched World’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

    13 branded search terms

    • boss clothing
    • hugo boss
    • hugo boss bottled
    • hugo boss cloth
    • hugo boss colognes
    • hugo boss jeans
    • hugo boss man
    • hugo boss perfumes
    • hugo boss suit
    • hugo boss webshop
    • hugoboss
    • hugoboss jeans
    • hugoboss polo

    Untouched World

    8 branded search terms

    • untouched world
    • untouched world chch
    • untouched world kitchen
    • untouched world knitwear
    • untouched world ltd
    • untouched world outlet
    • untouched world sale
    • untouchedworld

    How the Brand Demand Index is measured

    Other head-to-heads among premium fashion brands

    Creator with pink hair and a pink jacket

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