Brandwave

Rose & Thorne vs Victoria's Secret:Which is more popular?

In September 2026, Rose & Thorne had more branded searches than Victoria's Secret among lingerie brands in New Zealand. Rose & Thorne had about 1,300 branded searches, while Victoria's Secret had 300. Rose & Thorne made up 1.7% of all lingerie brand searches we track, and Victoria's Secret accounted for 0.4%. When we asked ChatGPT and Google AI Overviews about lingerie brands, Rose & Thorne appeared in three of the five answers and Victoria's Secret in none.

Among lingerie brands in New Zealand in September 2026

Who do people search for more?

Rose & Thorne, about 4 searches for every 1 for Victoria's Secret

Rose & Thorne 1.3K searchesVictoria's Secret 300 searches

Who does AI mention more?

Rose & Thorne, mentioned in 3 of 5 answers, Victoria's Secret in 0

Rose & Thorne in 3 of 5Victoria's Secret in 0 of 5

Who does AI recommend more?

Rose & Thorne, the only one of the two named

Rose & Thorne first in 3Victoria's Secret never named

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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. Victoria's Secret did not appear in any of the five answers.

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 Rose & Thorne or Victoria's Secret more popular in search?

This chart shows how often people search Google for Rose & Thorne and Victoria's Secret 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.

Rose & Thorne and Victoria's Secret among lingerie brands in New Zealand, by month

Share of searches by month for Rose & Thorne, Victoria's Secret. 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 Rose & Thorne and Victoria's Secret comparison changed over the last 12 months?

3 findings

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

2 changes

  1. Estimated monthly branded searches for Victoria's Secret in New Zealand rose 30.4% over 12 measured months, from 230 to 300 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?

12 search terms

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

Rose & Thorne

1 branded search term

  • rose and thorne

Victoria's Secret

11 branded search terms

  • bare victorias secret
  • victorias secret
  • victorias secret fragrance
  • victorias secret lingerie
  • victorias secret lotion
  • victorias secret ph
  • victorias secret underwear
  • victoriassecret
  • victoriassecret bras
  • victoriassecret lingerie
  • victoriassecret underwear

How the Brand Demand Index is measured

Other head-to-heads among lingerie brands

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