Brandwave

R.M.Williams vs Red Wing:Which is more popular in New Zealand?

In October 2026, R.M.Williams had more branded searches than Red Wing among boot brands in New Zealand. R.M.Williams had about 12,700 branded searches, while Red Wing had 590. R.M.Williams made up 14.3% of all boot brand searches we track, and Red Wing accounted for 0.66%. When we asked ChatGPT and Google AI Overviews about boot brands, R.M.Williams appeared in two of the five answers and Red Wing in one. R.M.Williams and Red Wing were each mentioned first in one of the two answers that named either.

Among boot brands in New Zealand in October 2026

Who do people search for more?

R.M.Williams, about 21 searches for every 1 for Red Wing

R.M.Williams 12.7K searchesRed Wing 590 searches

Who does AI mention more?

R.M.Williams, mentioned in 2 of 5 answers, Red Wing in 1

R.M.Williams in 2 of 5Red Wing in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

R.M.Williams first in 1Red Wing first in 1

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, R.M.Williams was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Red Wing was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. R.M.Williams and Red Wing were each listed first in one of the two answers that named either.

Most recommended by AI

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

  1. Blundstone1st
  2. Redback2nd
  3. Steel Blue3rd
  4. Timberland4th
  5. John Bull5th
  6. SCARPA6th
  7. R.M.Williams7th
  8. Red Wing8th
  9. Mongrel9th
  10. Dr. Martens10th
  11. +3 more

Mentioned by AI

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

  • Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Timberland4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Bull3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dr. Martens2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • R.M.Williams2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redback2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steel Blue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SCARPA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ariat1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Red Wing1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about boot 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 R.M.Williams or Red Wing more popular in search?

This chart shows how often people search Google for R.M.Williams and Red Wing by name. Each line represents a brand's share of searches for all 13 boot brands we track, month by month, from searches in New Zealand.

R.M.Williams and Red Wing among boot brands in New Zealand, by month

Share of searches by month for R.M.Williams, Red Wing. The figures are in the table below the chart.

View monthly share of searches table
MonthUGGDr. MartensR.M.WilliamsBlundstoneTimberlandJohn BullAriatRed WingRedbackSteel BlueSCARPAMongrelMerrell
Nov 202542%24.4%19.8%7%2.6%1.4%0.9%0.53%0.33%0.53%0.29%0.1%0.15%
Dec 202546.7%22.6%18.6%6.3%2.4%1.1%0.74%0.5%0.3%0.33%0.22%0.12%0.09%
Jan 202641.4%27.6%13.8%9.4%2.6%1.7%1.1%0.64%0.48%0.64%0.42%0.12%0.12%
Feb 202640.1%26.1%15.7%10%2.4%2%1.1%0.74%0.54%0.6%0.4%0.17%0.14%
Mar 202643.5%25.9%13.3%9.8%2.4%1.6%1%0.73%0.44%0.6%0.39%0.17%0.17%
Apr 202648.1%22.3%13.3%9.2%2.5%1.4%0.86%0.51%0.57%0.51%0.41%0.15%0.22%
May 202652.2%20.5%12.5%8.4%2.3%1.2%0.78%0.46%0.51%0.46%0.37%0.16%0.13%
Jun 202646.9%22.9%13.7%9.3%2.5%1.4%1.1%0.5%0.54%0.5%0.41%0.18%0.14%
Jul 202648.8%19.8%14%10.4%2.5%1.4%0.88%0.52%0.46%0.42%0.42%0.15%0.18%
Aug 202646.2%20.5%14.6%10.7%3.3%1.5%0.91%0.54%0.5%0.54%0.44%0.19%0.19%
Sep 202639.1%24.8%15%12%3.3%1.8%1%0.67%0.62%0.67%0.44%0.29%0.24%
Oct 202641.3%24.4%14.3%10.9%3.3%2.1%1.1%0.66%0.57%0.54%0.44%0.19%0.12%

How has branded search for R.M.Williams and Red Wing changed in New Zealand over the last 12 months?

3 findings
  • R.M.Williams was ahead of Red Wing in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, R.M.Williams’ share of searches among boot brands in New Zealand moved from 19.8% to 14.3%, and its estimated monthly branded searches moved from 21.9K to 12.7K.
  • Across the 12 months ending October 2026, Red Wing’s share of searches among boot brands in New Zealand moved from 0.53% to 0.66%, and its estimated monthly branded searches held steady at 590.

How did search popularity change for New Zealand boot brands in October 2026?

1 change

  1. In October 2026, R.M.Williams lost share of searches among boot brands in New Zealand, from 15% to 14.3%.

How are R.M.Williams’ and Red Wing’s branded searches counted?

17 search terms

Brandwave collects information about searches that people make online using R.M.Williams’ and Red Wing’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.

R.M.Williams

16 branded search terms

  • r m williams
  • r m williams boots
  • r m williams shoes
  • rm williams
  • rm williams boots
  • rm williams cambridge
  • rm williams chelsea boots
  • rm williams comfort craftsman
  • rm williams jersey
  • rm williams outlet
  • rm williams sale
  • rm williams shoes
  • rm williams sylvia park
  • rmwilliams
  • rmwilliams boots
  • rmwilliams shoes

Red Wing

1 branded search term

  • red wing boots

How the Brand Demand Index is measured

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