How popular isBoden?
In September 2026, people searched for Boden by name about 268,000 times in the United Kingdom, a 17% decrease from the previous year. These searches made up 15.1% of all United Kingdom casual clothing brand searches, placing Boden second out of 12 brands. When we asked both ChatGPT and Google AI Overviews about casual clothing brands, Boden appeared in one of the four answers.
Boden is the second most searched of 12 competitors.
FatFaceShare of searches 18.4%Mentioned in 0 of 4 AI answers
BodenShare of searches 15.1%Mentioned in 1 of 4 AI answers
SuperdryShare of searches 15.1%Mentioned in 0 of 4 AI answers
White StuffShare of searches 15.1%Mentioned in 1 of 4 AI answers
Crew ClothingShare of searches 10.1%Mentioned in 0 of 4 AI answers
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Top casual clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Boden was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Sunspel3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Boden1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- White Stuff1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Seasalt Cornwall1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hush1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers- FatFace0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Superdry0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Crew Clothing0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Weird Fish0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Joules0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about casual clothing brands
4 answers
Asked ChatGPT
“What are some good British casual clothing brands?”
Asked ChatGPT
“Which UK brands sell nice clothes for weekends away?”
Asked ChatGPT
“Where can I buy a good quality hoodie in the UK?”
Searched Google, AI Overview
“clothing brands uk”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Which casual clothing brands compete with Boden?
Share of searches by month for FatFace, Boden, Superdry, White Stuff, Crew Clothing, Seasalt Cornwall, Weird Fish, Joules, Saltrock, Jack Wills. The figures are in the table below the chart.
View monthly share of searches table
| Month | FatFace | Boden | Superdry | White Stuff | Crew Clothing | Seasalt Cornwall | Weird Fish | Joules | Saltrock | Jack Wills | Sunspel | Hush |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 19.1% | 15.6% | 19.1% | 12.8% | 10.4% | 7% | 5.7% | 2.3% | 2.6% | 3.1% | 1.2% | 1.2% |
| Nov 2025 | 17.7% | 11.9% | 21.7% | 14.5% | 11.9% | 6.5% | 6.5% | 1.9% | 2.4% | 2.9% | 1.3% | 0.87% |
| Dec 2025 | 22% | 9.8% | 22% | 12% | 12% | 6.6% | 5.4% | 2% | 3% | 3% | 1.3% | 0.89% |
| Jan 2026 | 20.1% | 13.5% | 20.1% | 13.5% | 11% | 7.4% | 5% | 1.9% | 2.2% | 2.7% | 1.5% | 1.2% |
| Feb 2026 | 18.4% | 15% | 18.4% | 15% | 10.1% | 8.2% | 4.5% | 2.1% | 2.5% | 3% | 1.4% | 1.4% |
| Mar 2026 | 19.2% | 15.7% | 15.7% | 15.7% | 10.5% | 8.6% | 4.7% | 2.2% | 2.6% | 2.1% | 1.7% | 1.4% |
| Apr 2026 | 21.8% | 17.8% | 11.9% | 14.6% | 9.8% | 9.8% | 4.4% | 2.2% | 2.4% | 2.4% | 1.6% | 1.3% |
| May 2026 | 20.5% | 16.7% | 13.7% | 13.7% | 11.2% | 9.2% | 5% | 2.1% | 2.8% | 1.8% | 1.8% | 1.5% |
| Jun 2026 | 18.7% | 15.3% | 12.5% | 15.3% | 12.5% | 10.2% | 5.6% | 2.3% | 2.5% | 1.7% | 2.1% | 1.4% |
| Jul 2026 | 18.8% | 15.4% | 12.5% | 15.4% | 12.5% | 10.3% | 4.6% | 1.9% | 3.1% | 2.1% | 2.1% | 1.4% |
| Aug 2026 | 21.7% | 11.8% | 14.5% | 14.5% | 11.8% | 9.7% | 5.3% | 2.3% | 3.6% | 1.9% | 1.6% | 1.3% |
| Sep 2026 | 18.4% | 15.1% | 15.1% | 15.1% | 10.1% | 10.1% | 4.5% | 3.1% | 3% | 2.5% | 1.7% | 1.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 18.4% | 301K | -18.2% | -3.2 points | |
| 2, moved from 4th to 2nd | 15.1% | 246K | +22.4% | +3.2 pointsmoved from 4th to 2nd | |
| 3, moved from 2nd to 3rd | 15.1% | 246K | 0% | +0.6 pointsmoved from 2nd to 3rd | |
| 4, moved from 3rd to 4th | 15.1% | 246K | 0% | +0.6 pointsmoved from 3rd to 4th | |
| 5, held 5th | 10.1% | 165K | -17.9% | -1.7 points | |
| 6, held 6th | 10.1% | 165K | 0% | +0.4 points | |
| 7, held 7th | 4.5% | 74K | -18.2% | -0.8 points | |
| 8, moved from 9th to 8th | 3.1% | 51.2K | +30.6% | +0.8 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 3% | 49.5K | -18.2% | -0.5 pointsmoved from 8th to 9th | |
| 10, held 10th | 2.5% | 40.5K | +22.4% | +0.5 points | |
| 11, held 11th | 1.7% | 27.1K | 0% | +0.1 points | |
| 12, held 12th | 1.4% | 22.2K | 0% | +0.1 points |
1.
FatFace18.4%
Held 1st. 301K estimated branded searches, -18.2% vs prior month. Share -3.2 points.
2.
Boden15.1%
Moved from 4th to 2nd. 246K estimated branded searches, +22.4% vs prior month. Share +3.2 points.
3.
Superdry15.1%
Moved from 2nd to 3rd. 246K estimated branded searches, 0% vs prior month. Share +0.6 points.
15.1%
Moved from 3rd to 4th. 246K estimated branded searches, 0% vs prior month. Share +0.6 points.
10.1%
Held 5th. 165K estimated branded searches, -17.9% vs prior month. Share -1.7 points.
10.1%
Held 6th. 165K estimated branded searches, 0% vs prior month. Share +0.4 points.
4.5%
Held 7th. 74K estimated branded searches, -18.2% vs prior month. Share -0.8 points.
8.
Joules3.1%
Moved from 9th to 8th. 51.2K estimated branded searches, +30.6% vs prior month. Share +0.8 points.
9.
Saltrock3%
Moved from 8th to 9th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
10.Jack Wills
2.5%
Held 10th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.5 points.
11.
Sunspel1.7%
Held 11th. 27.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
12.
Hush1.4%
Held 12th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Boden and its closest rivals
Every comparison with Boden
24 comparisons
- Boden vs FatFace
- Boden vs Superdry
- Boden vs White Stuff
- Boden vs Crew Clothing
- Boden vs Seasalt Cornwall
- Boden vs Weird Fish
- Boden vs Joules
- Boden vs Saltrock
- Boden vs Jack Wills
- Boden vs Sunspel
- Boden vs Hobbs
- Boden vs Jigsaw
- Boden vs Karen Millen
- Boden vs ME+EM
- Boden vs Mint Velvet
- Boden vs Monsoon
- Boden vs Phase Eight
- Boden vs Reiss
- Boden vs RIXO
- Boden vs Sézane
- Boden vs Whistles
- Boden vs Hush
- Baukjen vs Boden
- Boden vs LK Bennett
How has branded search demand for Boden changed in the United Kingdom over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Boden in the United Kingdom fell from 323K to 268K.
- Across the 12 months ending September 2026, Boden’s share of searches among casual clothing brands in the United Kingdom decreased from 15.6% to 15.1%.
- Across the 12 months ending September 2026, Boden’s share of searches among casual clothing brands in the United Kingdom peaked at 17.8% in April 2026 and was lowest at 9.8% in December 2025.
- Across the 12 months ending September 2026, Boden rose from 3rd to 2nd among casual clothing brands in the United Kingdom.
How did search popularity change for United Kingdom casual clothing brands in September 2026?
6 changes
In September 2026, Joules overtook Saltrock to rank 8th among casual clothing brands in the United Kingdom, with 3.1% of the searches.
In September 2026, Boden overtook Superdry and White Stuff to rank 2nd among casual clothing brands in the United Kingdom, with 15.1% of the searches.
In September 2026, Superdry gained share of searches among casual clothing brands in the United Kingdom, from 14.5% to 15.1%.
In September 2026, White Stuff gained share of searches among casual clothing brands in the United Kingdom, from 14.5% to 15.1%.
In September 2026, Jack Wills gained share of searches among casual clothing brands in the United Kingdom, from 1.9% to 2.5%.
In September 2026, FatFace lost share of searches among casual clothing brands in the United Kingdom, from 21.7% to 18.4%.
How are Boden’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Boden’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- boden
- boden dresses
Who owns Boden?
Boden is owned by Boden. Brandwave does not track any other brands owned by Boden.
Do you work for Boden? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Boden compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Casual clothing brands | 2nd of 12 | 15.1% | Shown above |
| Women's fashion brands | 11th of 14 | 1.8% | Show ranking |
Is Boden your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.