--- title: "Hugo Boss vs Untouched World: Which is searched more in New Zealand?" description: "Is Hugo Boss or Untouched World more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Premium fashion brands 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/hugo-boss-vs-untouched-world" publisher: "Brandwave" --- # Hugo Boss vs Untouched World: Which is searched more in New Zealand? Is Hugo Boss or Untouched World more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Premium fashion brands 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**: Hugo Boss and Untouched World - **Competitive set**: Premium fashion brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Hugo Boss Share of Search**: 7.1% - **Untouched World Share of Search**: 15.3% ## Is Hugo Boss or Untouched World more popular in search? - 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%. - Untouched World was ahead of Hugo Boss in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Hugo Boss’ share of searches among premium fashion brands in New Zealand held steady at 7.1%, and its estimated monthly branded searches moved from 4.4K to 4.8K. - Across the 12 months ending September 2026, Untouched World’s share of searches among premium fashion brands in New Zealand moved from 15.4% to 15.3%, and its estimated monthly branded searches moved from 9.7K to 10.3K. ## 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. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | Calvin Klein | 0 of 3 | 0 of 1 | 0 of 4 | | Tommy Hilfiger | 0 of 3 | 0 of 1 | 0 of 4 | | Ralph Lauren | 0 of 3 | 0 of 1 | 0 of 4 | | Untouched World | 1 of 3 | 0 of 1 | 1 of 4 | | Guess | 0 of 3 | 0 of 1 | 0 of 4 | | Hugo Boss | 0 of 3 | 0 of 1 | 0 of 4 | | Lacoste | 0 of 3 | 0 of 1 | 0 of 4 | | Kowtow | 3 of 3 | 0 of 1 | 3 of 4 | ## Every AI answer about premium fashion brands - Asked ChatGPT "Which premium fashion brand should I shop at in New Zealand?": 1. Kowtow - Asked ChatGPT "What are the best premium fashion brands in New Zealand?": 1. Kowtow, 2. Untouched World - Asked ChatGPT "What's the best premium fashion brand in New Zealand for everyday style?": 1. Kowtow - Searched Google, AI Overview "fashion brands nz": named none of the brands we track Not named in any answer: Calvin Klein, Tommy Hilfiger, Ralph Lauren, Guess, Hugo Boss and Lacoste. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand premium fashion brands in September 2026? - 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. - In September 2026, Untouched World lost share of searches among premium fashion brands in New Zealand, from 17.8% to 15.3%. ## Month by month | Month | Hugo Boss estimated searches | Hugo Boss Share of Search | Hugo Boss rank | Untouched World estimated searches | Untouched World Share of Search | Untouched World rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 4.4K | 7.1% | 6 | 9.7K | 15.4% | 4 | | Nov 2025 | 5.7K | 6.5% | 6 | 10.8K | 12.4% | 4 | | Dec 2025 | 5.9K | 6.5% | 6 | 10.7K | 11.8% | 4 | | Jan 2026 | 4.5K | 6.6% | 6 | 10.7K | 15.9% | 4 | | Feb 2026 | 3.6K | 6.2% | 6 | 12K | 20.2% | 2 | | Mar 2026 | 3.9K | 5.6% | 6 | 13.5K | 19.5% | 2 | | Apr 2026 | 3.7K | 5.3% | 6 | 12.4K | 17.6% | 3 | | May 2026 | 4.3K | 5.7% | 6 | 14.1K | 18.8% | 3 | | Jun 2026 | 4.7K | 6.7% | 6 | 11.9K | 17.2% | 3 | | Jul 2026 | 4.5K | 6.2% | 6 | 11.8K | 16.2% | 4 | | Aug 2026 | 5.3K | 7.4% | 6 | 12.6K | 17.8% | 3 | | Sep 2026 | 4.8K | 7.1% | 6 | 10.3K | 15.3% | 4 | ## How each brand is measured 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**: Measured on the 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” and “hugoboss polo”, summed into one figure. - **Untouched World**: Measured on the search terms “untouched world”, “untouched world chch”, “untouched world kitchen”, “untouched world knitwear”, “untouched world ltd”, “untouched world outlet”, “untouched world sale” and “untouchedworld”, summed into one figure. - [Hugo Boss profile](/demand/nz/brands/hugo-boss) - [Untouched World profile](/demand/nz/brands/untouched-world) - [All premium fashion brands in New Zealand](/demand/nz/categories/nz-premium-fashion-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Hugo Boss or Untouched World more popular in search? 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%. ## Cite this page Brandwave. "Hugo Boss vs Untouched World: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/hugo-boss-vs-untouched-world This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/hugo-boss-vs-untouched-world. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.