Kowtow vs RUBY:Which is more popular by branded search in New Zealand?
In August 2026, RUBY had more branded searches than Kowtow among designer fashion labels in New Zealand. RUBY was estimated to have 8K branded searches compared to Kowtow’s 5.8K, and held a 10.4% Share of Search versus Kowtow’s 7.4%.
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Which is more popular in search, Kowtow or RUBY?
Compare New Zealand designer fashion labels for womenswear and menswear. 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.
Share of Search by month for RUBY, Kowtow. The figures are in the table below the chart.
View monthly share of search table
| Month | Karen Walker | Caitlin Crisp | Juliette Hogan | RUBY | Kowtow | Maggie Marilyn | Twenty-Seven Names | Zambesi | Kate Sylvester | Ingrid Starnes |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34% | 11.3% | 11.7% | 14.7% | 9.4% | 6.2% | 3.9% | 4.3% | 4.1% | 0.35% |
| Nov 2025 | 40.4% | 11.2% | 9.7% | 14.1% | 9% | 5.3% | 3% | 3.4% | 3.5% | 0.32% |
| Dec 2025 | 43.4% | 9.7% | 8.2% | 14.7% | 8.1% | 5.4% | 3.5% | 3.5% | 3.3% | 0.29% |
| Jan 2026 | 37.7% | 9.2% | 9.7% | 14.4% | 9.2% | 5.9% | 5.6% | 4.1% | 3.7% | 0.32% |
| Feb 2026 | 34.6% | 10.2% | 10.8% | 13% | 9.7% | 6.9% | 5.2% | 4.4% | 5% | 0.35% |
| Mar 2026 | 44.1% | 8.1% | 8.7% | 12.5% | 9.6% | 7% | 2.9% | 3.8% | 3.1% | 0.31% |
| Apr 2026 | 42.4% | 8.7% | 9% | 11.4% | 11.7% | 6.3% | 2.6% | 4.1% | 3.4% | 0.32% |
| May 2026 | 43.4% | 7.8% | 9.8% | 11.9% | 9.8% | 5.7% | 3.4% | 4.3% | 3.7% | 0.36% |
| Jun 2026 | 41.9% | 8% | 8.5% | 12.5% | 10.4% | 6.9% | 4.2% | 4% | 3.4% | 0.38% |
| Jul 2026 | 42.8% | 6.5% | 10.2% | 12% | 10% | 6.5% | 3.3% | 3.4% | 5.1% | 0.26% |
| Aug 2026 | 35% | 15.3% | 13.5% | 10.4% | 7.4% | 7% | 4.4% | 4% | 2.8% | 0.24% |
| Sep 2026 | — | — | — | — | — | — | — | — | — | — |
How has the Kowtow and RUBY comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 11 months ending August 2026: Kowtow took it in April 2026, RUBY took it in May 2026.
- Across the 11 months ending August 2026, Kowtow’s estimated Share of Search among designer fashion labels in New Zealand moved from 9.4% to 7.4%, and its estimated monthly branded searches moved from 6.8K to 5.8K.
- Across the 11 months ending August 2026, RUBY’s estimated Share of Search among designer fashion labels in New Zealand moved from 14.7% to 10.4%, and its estimated monthly branded searches moved from 10.7K to 8K.
How did search popularity change for New Zealand designer fashion labels in August 2026?
3 changes
In August 2026, Caitlin Crisp overtook Kowtow to rank 2nd among designer fashion labels in New Zealand, at 15.3%.
In August 2026, Kowtow lost estimated Share of Search among designer fashion labels in New Zealand, from 10% to 7.4%.
In August 2026, RUBY lost estimated Share of Search among designer fashion labels in New Zealand, from 12% to 10.4%.
How each brand is measured
Brandwave collects information about searches that people make online using Kowtow’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.
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