---
title: "Rose & Thorne vs Victoria's Secret: Which is searched more in New Zealand?"
description: "Is Rose & Thorne or Victoria's Secret more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Lingerie brands 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/rose-and-thorne-vs-victorias-secret"
publisher: "Brandwave"
---

# Rose & Thorne vs Victoria's Secret: Which is searched more in New Zealand?

Is Rose & Thorne or Victoria's Secret more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Lingerie brands 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**: Rose & Thorne and Victoria's Secret
- **Competitive set**: Lingerie brands
- **Market**: New Zealand
- **Month measured**: Sep 2026
- **Rose & Thorne Share of Search**: 1.7%
- **Victoria's Secret Share of Search**: 0.4%

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

- 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%.
- Rose & Thorne was ahead of Victoria's Secret in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Rose & Thorne’s share of searches among lingerie brands in New Zealand moved from 2.1% to 1.7%, and its estimated monthly branded searches moved from 1.6K to 1.3K.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among lingerie brands in New Zealand moved from 0.31% to 0.4%, and its estimated monthly branded searches moved from 230 to 300.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Bendon | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Rose & Thorne | 1st | 1 of 3 | 2 of 2 | 3 of 5 |
| Boody | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Bras N Things | 4th | 1 of 3 | 2 of 2 | 3 of 5 |
| Calvin Klein | 5th | 0 of 3 | 2 of 2 | 2 of 5 |
| Jockey | 6th | 1 of 3 | 1 of 2 | 2 of 5 |
| Bonds | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| Honey Birdette | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Victoria's Secret | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about lingerie brands

- Asked ChatGPT "Which lingerie brand should I buy in New Zealand?": 1. Bendon, 2. Bras N Things, 3. Boody
- Asked ChatGPT "What are the best lingerie brands in New Zealand?": 1. Rose & Thorne, 2. Bendon, 3. Boody
- Asked ChatGPT "What's the best lingerie brand in New Zealand for everyday comfort?": 1. Bendon, 2. Boody, 3. Jockey
- Searched Google, AI Overview "bras nz": 1. Rose & Thorne, 2. Bras N Things, 3. Calvin Klein, 4. Boody
- Searched Google, AI Overview "women's underwear nz": 1. Boody, 2. Calvin Klein, 3. Rose & Thorne, 4. Bras N Things, 5. Jockey, 6. Bonds

Not named in any answer: Honey Birdette and Victoria's Secret.

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 lingerie brands in September 2026?

- 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.
- 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.

## Month by month

| Month | Rose & Thorne estimated searches | Rose & Thorne Share of Search | Rose & Thorne rank | Victoria's Secret estimated searches | Victoria's Secret Share of Search | Victoria's Secret rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 1.6K | 2.1% | 6 | 230 | 0.31% | 9 |
| Nov 2025 | 1.9K | 1.7% | 6 | 190 | 0.17% | 9 |
| Dec 2025 | 1.3K | 1.3% | 7 | 190 | 0.18% | 9 |
| Jan 2026 | 1.3K | 1.6% | 7 | 170 | 0.21% | 9 |
| Feb 2026 | 1.3K | 1.9% | 6 | 160 | 0.23% | 9 |
| Mar 2026 | 1.3K | 1.7% | 6 | 180 | 0.24% | 9 |
| Apr 2026 | 1.3K | 1.7% | 6 | 260 | 0.34% | 9 |
| May 2026 | 1.3K | 1.6% | 6 | 190 | 0.24% | 9 |
| Jun 2026 | 1.6K | 1.9% | 6 | 130 | 0.16% | 9 |
| Jul 2026 | 1.3K | 1.8% | 6 | 150 | 0.2% | 9 |
| Aug 2026 | 1.3K | 1.8% | 7 | 240 | 0.33% | 9 |
| Sep 2026 | 1.3K | 1.7% | 7 | 300 | 0.4% | 9 |

## How each brand is measured

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**: Measured on the search term “rose and thorne”.
- **Victoria's Secret**: Measured on the 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” and “victoriassecret underwear”, summed into one figure.

- [Rose & Thorne profile](/demand/nz/brands/rose-and-thorne)
- [Victoria's Secret profile](/demand/nz/brands/victorias-secret)
- [All lingerie brands in New Zealand](/demand/nz/categories/nz-lingerie-brands): The set both shares are measured inside, 9 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 Rose & Thorne or Victoria's Secret more popular in search?

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%.

## Cite this page

Brandwave. "Rose & Thorne vs Victoria's Secret: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/rose-and-thorne-vs-victorias-secret

This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/rose-and-thorne-vs-victorias-secret. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.