Brandwave

Jockey vs Rose & Thorne:Which is more popular?

In September 2026, Rose & Thorne had more branded searches than Jockey among lingerie brands in New Zealand. Rose & Thorne had about 1,300 branded searches, while Jockey had 1,040. Rose & Thorne made up 1.7% of all lingerie brand searches we track, and Jockey accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about lingerie brands, Rose & Thorne appeared in three of the five answers and Jockey in two. Rose & Thorne was mentioned before Jockey in three out of four answers that named either.

Among lingerie brands in New Zealand in September 2026

Who do people search for more?

Rose & Thorne, about 25% more searches than Jockey

Rose & Thorne 1.3K searchesJockey 1K searches

Who does AI mention more?

Rose & Thorne, mentioned in 3 of 5 answers, Jockey in 2

Rose & Thorne in 3 of 5Jockey in 2 of 5

Who does AI recommend more?

Rose & Thorne, named ahead of Jockey in 3 of 4 answers

Rose & Thorne first in 3Jockey first in 1

Follow Jockey vs Rose & Thorne and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top lingerie brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rose & Thorne was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Jockey was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Rose & Thorne was listed before Jockey 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.

  1. Bendon1st
  2. Rose & Thorne1st
  3. Boody3rd
  4. Bras N Things4th
  5. Calvin Klein5th
  6. Jockey6th
  7. Bonds7th
  8. Honey Birdette–
  9. Victoria's Secret–

Mentioned by AI

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

  • Boody5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bendon3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bras N Things3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rose & Thorne3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Calvin Klein2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jockey2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bonds1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Honey Birdette0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Victoria's Secret0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lingerie brands

5 answers

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 Jockey or Rose & Thorne more popular in search?

This chart shows how often people search Google for Jockey and Rose & Thorne by name. Each line represents a brand's share of searches for all nine lingerie brands we track, month by month, from searches in New Zealand.

Jockey and Rose & Thorne among lingerie brands in New Zealand, by month

Share of searches by month for Rose & Thorne, Jockey. The figures are in the table below the chart.

View monthly share of searches table
MonthBendonCalvin KleinBras N ThingsBoodyHoney BirdetteBondsRose & ThorneJockeyVictoria's Secret
Oct 202537%22.9%27.4%4.8%2.6%1.8%2.1%1.2%0.31%
Nov 202533.1%28.1%23%9%2.2%1.6%1.7%1%0.17%
Dec 202533.1%31.8%24.5%4.3%2.4%1.6%1.3%0.85%0.18%
Jan 202636.5%25.5%26.9%4.4%2.4%1.6%1.6%0.87%0.21%
Feb 202635.2%28.1%25.8%4.2%2.4%1.5%1.9%0.83%0.23%
Mar 202629.6%34.8%22.6%5.9%2.7%1.5%1.7%0.96%0.24%
Apr 202632.2%28.5%27.2%4.7%2.6%1.4%1.7%1.3%0.34%
May 202630%31.1%26%5.6%2.6%1.6%1.6%1.3%0.24%
Jun 202628%31.9%25.2%8%2.1%1.6%1.9%1.1%0.16%
Jul 202629.9%29.7%28%4.9%2.9%1.7%1.8%0.99%0.2%
Aug 202631.3%27.8%28.1%4.9%2.7%2%1.8%1.2%0.33%
Sep 202630.7%28.1%27.6%4.8%3.3%1.9%1.7%1.4%0.4%

How has the Jockey and Rose & Thorne comparison changed over the last 12 months?

3 findings
  • Rose & Thorne was ahead of Jockey in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Jockey’s share of searches among lingerie brands in New Zealand moved from 1.2% to 1.4%, and its estimated monthly branded searches moved from 880 to 1K.
  • Across the 12 months ending September 2026, Rose & Thorne’s share of searches among lingerie brands in New Zealand moved from 2.1% to 1.7%, and its estimated monthly branded searches moved from 1.6K to 1.3K.

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

2 changes

  1. Estimated monthly branded searches for Jockey in New Zealand rose 18.2% over 12 measured months, from 880 to 1K in September 2026.

  2. Estimated monthly branded searches for Rose & Thorne in New Zealand fell 18.8% over 12 measured months, from 1.6K to 1.3K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Jockey’s and Rose & Thorne’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.

Jockey

3 branded search terms

  • jockey bras
  • jockey briefs
  • jockey lingerie

Rose & Thorne

1 branded search term

  • rose and thorne

How the Brand Demand Index is measured

Other head-to-heads among lingerie brands

Creator with pink hair and a pink jacket

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.

Start free