Brandwave

Max vs The Iconic:Which is more popular?

In September 2026, The Iconic had more branded searches than Max among online fashion retailers in New Zealand. The Iconic had about 28,000 branded searches, while Max had 23,500. The Iconic made up 4.4% of all online fashion retailer searches we track, and Max accounted for 3.7%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, The Iconic appeared in four of the five answers and Max in three. The Iconic was mentioned before Max in every answer.

Among online fashion retailers in New Zealand in September 2026

Who do people search for more?

The Iconic, about 19% more searches than Max

The Iconic 28K searchesMax 23.5K searches

Who does AI mention more?

The Iconic, mentioned in 4 of 5 answers, Max in 3

The Iconic in 4 of 5Max in 3 of 5

Who does AI recommend more?

The Iconic, named ahead of Max in every answer

The Iconic first in 4Max never first

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Top online fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Iconic was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Max was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. The Iconic was listed before Max in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. The Iconic1st
  2. Glassons2nd
  3. ASOS3rd
  4. Max4th
  5. Flo & Frankie5th
  6. Moochi6th
  7. Postie7th
  8. Shein–
  9. Princess Polly–
  10. Showpo–
  11. +4 more

Mentioned by AI

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

  • The Iconic4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Glassons3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Max3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ASOS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Postie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Moochi2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Flo & Frankie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shein0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Princess Polly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Showpo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about online fashion retailers

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 Max or The Iconic more popular in search?

This chart shows how often people search Google for Max and The Iconic by name. Each line represents a brand's share of searches for all 14 online fashion retailers we track, month by month, from searches in New Zealand.

Max and The Iconic among online fashion retailers in New Zealand, by month

Share of searches by month for The Iconic, Max. The figures are in the table below the chart.

View monthly share of searches table
MonthSheinGlassonsPostiePrincess PollyThe IconicMaxASOSShowpoMoochiStylerunnerHello MollyBoohooFlo & FrankieWhite Fox Boutique
Oct 202538.3%22.3%13.9%6.3%3.5%3.3%3.6%2.4%1.5%1.2%1.1%1.6%0.55%0.3%
Nov 202529.8%25.7%15.9%7.3%5%3.4%3.4%2.3%1.4%1.8%1.1%1.8%0.64%0.35%
Dec 202528%29.8%18.4%5.6%3.9%3.8%2.6%1.5%1.7%1.7%0.8%1.2%0.73%0.32%
Jan 202632.4%28%14.3%5.3%3.7%3.5%3.8%2.1%1.6%1.6%1.4%1.5%0.69%0.26%
Feb 202632.4%28%14.3%5.4%3.6%3%3.8%2.1%1.9%1.6%1.7%1.5%0.56%0.26%
Mar 202632.3%28.1%14.4%5.4%3.7%3.7%3.1%2.1%1.9%1.6%1.7%1.2%0.46%0.31%
Apr 202631.4%27.4%16.9%5.2%3.5%3.8%3.6%1.6%1.5%1.5%1.6%1.2%0.45%0.25%
May 202631.6%27.4%17%5.3%3.6%3.6%3.1%1.7%1.9%1.3%1.6%1.2%0.45%0.26%
Jun 202639.1%23%14.2%5.3%3.6%3.7%3.2%1.7%1.3%1.6%1.3%1.2%0.38%0.34%
Jul 202635.3%25.3%15.7%4.8%3.3%3.5%4.2%1.9%1.4%1.4%1.2%1.1%0.5%0.31%
Aug 202638.8%22.9%14.1%5.3%3.6%3.7%3.7%2.1%1.5%1.3%1.1%1.2%0.45%0.3%
Sep 202639.1%23%14.2%5.3%4.4%3.7%3.1%1.7%1.6%1.3%1.1%1.1%0.45%0.21%

How has the Max and The Iconic comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Max took it in March 2026, The Iconic took it in September 2026.
  • Across the 12 months ending September 2026, Max’s share of searches among online fashion retailers in New Zealand moved from 3.3% to 3.7%, and its estimated monthly branded searches moved from 21.7K to 23.5K.
  • Across the 12 months ending September 2026, The Iconic’s share of searches among online fashion retailers in New Zealand moved from 3.5% to 4.4%, and its estimated monthly branded searches moved from 23.1K to 28K.

How did search popularity change for New Zealand online fashion retailers in September 2026?

1 change

  1. In September 2026, The Iconic overtook ASOS and Max to rank 5th among online fashion retailers in New Zealand, with 4.4% of the searches.

How are branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Max’s and The Iconic’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.

Max

2 branded search terms

  • max clothing
  • max fashion

The Iconic

9 branded search terms

  • the iconic
  • the iconic aus
  • the iconic clothing
  • the iconic delivery
  • the iconic dresses
  • the iconic voucher
  • theiconic
  • theiconic clothing
  • theiconic dresses

How the Brand Demand Index is measured

Other head-to-heads among online fashion retailers

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