--- title: "Max vs The Iconic: Which is searched more in New Zealand?" description: "Is Max or The Iconic more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers 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/max-vs-the-iconic" publisher: "Brandwave" --- # Max vs The Iconic: Which is searched more in New Zealand? Is Max or The Iconic more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers 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**: Max and The Iconic - **Competitive set**: Online fashion retailers - **Market**: New Zealand - **Month measured**: Sep 2026 - **Max Share of Search**: 3.7% - **The Iconic Share of Search**: 4.4% ## Is Max or The Iconic more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | The Iconic | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Glassons | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | ASOS | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Max | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Flo & Frankie | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Moochi | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Postie | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Shein | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Princess Polly | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Showpo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Stylerunner | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hello Molly | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Boohoo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | White Fox Boutique | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about online fashion retailers - Asked ChatGPT "Which online fashion retailer should I shop at in New Zealand?": 1. The Iconic, 2. Glassons, 3. ASOS, 4. Postie, 5. Max - Asked ChatGPT "What are the best online fashion retailers in New Zealand?": 1. The Iconic, 2. Glassons, 3. Flo & Frankie, 4. ASOS, 5. Max, 6. Moochi, 7. Postie - Asked ChatGPT "What's the best online fashion retailer in New Zealand for women's clothes?": 1. The Iconic, 2. Glassons, 3. Max, 4. Flo & Frankie - Searched Google, AI Overview "best online clothing store": 1. ASOS - Searched Google, AI Overview "women's clothes online": 1. The Iconic, 2. Moochi Not named in any answer: Shein, Princess Polly, Showpo, Stylerunner, Hello Molly, Boohoo and White Fox Boutique. 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 online fashion retailers in September 2026? - 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. ## Month by month | Month | Max estimated searches | Max Share of Search | Max rank | The Iconic estimated searches | The Iconic Share of Search | The Iconic rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 21.7K | 3.3% | 7 | 23.1K | 3.5% | 6 | | Nov 2025 | 23.5K | 3.4% | 7 | 34.6K | 5% | 5 | | Dec 2025 | 22.5K | 3.8% | 6 | 23.4K | 3.9% | 5 | | Jan 2026 | 18.4K | 3.5% | 7 | 18.9K | 3.7% | 6 | | Feb 2026 | 15.7K | 3% | 7 | 18.8K | 3.6% | 6 | | Mar 2026 | 23.5K | 3.7% | 5 | 23K | 3.7% | 6 | | Apr 2026 | 24.7K | 3.8% | 5 | 23K | 3.5% | 7 | | May 2026 | 23.5K | 3.6% | 5 | 23K | 3.6% | 6 | | Jun 2026 | 23.5K | 3.7% | 5 | 22.9K | 3.6% | 6 | | Jul 2026 | 20.2K | 3.5% | 6 | 18.8K | 3.3% | 7 | | Aug 2026 | 23.5K | 3.7% | 6 | 23K | 3.6% | 7 | | Sep 2026 | 23.5K | 3.7% | 6 | 28K | 4.4% | 5 | ## How each brand is measured 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**: Measured on the search terms “max clothing” and “max fashion”, summed into one figure. - **The Iconic**: Measured on the search terms “the iconic”, “the iconic aus”, “the iconic clothing”, “the iconic delivery”, “the iconic dresses”, “the iconic voucher”, “theiconic”, “theiconic clothing” and “theiconic dresses”, summed into one figure. - [Max profile](/demand/nz/brands/max) - [The Iconic profile](/demand/nz/brands/the-iconic) - [All online fashion retailers in New Zealand](/demand/nz/categories/nz-online-fashion-retailers): The set both shares are measured inside, 14 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 Max or The Iconic more popular in search? 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%. ## Cite this page Brandwave. "Max vs The Iconic: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/max-vs-the-iconic This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/max-vs-the-iconic. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.