Brandwave

How popular isJoules?

In September 2026, people searched for Joules by name about 51,200 times in the United Kingdom, a 13.3% increase from the previous year. These searches made up 3.1% of all United Kingdom casual clothing brand searches, placing Joules eighth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about casual clothing brands, Joules did not appear in any of the answers.

Search and AI answers in September 2026

Joules is the eighth most searched of 12 competitors.

  1. FatFaceShare of searches 18.4%Mentioned in 0 of 4 AI answers
  2. BodenShare of searches 15.1%Mentioned in 1 of 4 AI answers
  3. SuperdryShare of searches 15.1%Mentioned in 0 of 4 AI answers
  4. White StuffShare of searches 15.1%Mentioned in 1 of 4 AI answers
  5. JoulesShare of searches 3.1%Mentioned in 0 of 4 AI answers

+7 more

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Top casual clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Joules did not appear in any of the four answers.

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

+2 more

See every answer about casual clothing brands

4 answers

  • Asked ChatGPT

    “What are some good British casual clothing brands?”

    1. 1Sunspel

  • Asked ChatGPT

    “Which UK brands sell nice clothes for weekends away?”

    1. 1Boden
    2. 2Seasalt Cornwall
    3. 3Hush
    4. 4White Stuff

  • Asked ChatGPT

    “Where can I buy a good quality hoodie in the UK?”

    1. 1Sunspel

  • Searched Google, AI Overview

    “clothing brands uk”

    1. 1Sunspel

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 Joules?

Joules against casual clothing brands in the United Kingdom, by month

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
MonthFatFaceBodenSuperdryWhite StuffCrew ClothingSeasalt CornwallWeird FishJoulesSaltrockJack WillsSunspelHush
Oct 202519.1%15.6%19.1%12.8%10.4%7%5.7%2.3%2.6%3.1%1.2%1.2%
Nov 202517.7%11.9%21.7%14.5%11.9%6.5%6.5%1.9%2.4%2.9%1.3%0.87%
Dec 202522%9.8%22%12%12%6.6%5.4%2%3%3%1.3%0.89%
Jan 202620.1%13.5%20.1%13.5%11%7.4%5%1.9%2.2%2.7%1.5%1.2%
Feb 202618.4%15%18.4%15%10.1%8.2%4.5%2.1%2.5%3%1.4%1.4%
Mar 202619.2%15.7%15.7%15.7%10.5%8.6%4.7%2.2%2.6%2.1%1.7%1.4%
Apr 202621.8%17.8%11.9%14.6%9.8%9.8%4.4%2.2%2.4%2.4%1.6%1.3%
May 202620.5%16.7%13.7%13.7%11.2%9.2%5%2.1%2.8%1.8%1.8%1.5%
Jun 202618.7%15.3%12.5%15.3%12.5%10.2%5.6%2.3%2.5%1.7%2.1%1.4%
Jul 202618.8%15.4%12.5%15.4%12.5%10.3%4.6%1.9%3.1%2.1%2.1%1.4%
Aug 202621.7%11.8%14.5%14.5%11.8%9.7%5.3%2.3%3.6%1.9%1.6%1.3%
Sep 202618.4%15.1%15.1%15.1%10.1%10.1%4.5%3.1%3%2.5%1.7%1.4%

  1. 1.FatFace

    18.4%

    Held 1st. 301K estimated branded searches, -18.2% vs prior month. Share -3.2 points.

  2. 2.Boden

    15.1%

    Moved from 4th to 2nd. 246K estimated branded searches, +22.4% vs prior month. Share +3.2 points.

  3. 3.Superdry

    15.1%

    Moved from 2nd to 3rd. 246K estimated branded searches, 0% vs prior month. Share +0.6 points.

  4. 4.White Stuff

    15.1%

    Moved from 3rd to 4th. 246K estimated branded searches, 0% vs prior month. Share +0.6 points.

  5. 5.Crew Clothing

    10.1%

    Held 5th. 165K estimated branded searches, -17.9% vs prior month. Share -1.7 points.

  6. 6.Seasalt Cornwall

    10.1%

    Held 6th. 165K estimated branded searches, 0% vs prior month. Share +0.4 points.

  7. 7.Weird Fish

    4.5%

    Held 7th. 74K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

  8. 8.Joules

    3.1%

    Moved from 9th to 8th. 51.2K estimated branded searches, +30.6% vs prior month. Share +0.8 points.

  9. 9.Saltrock

    3%

    Moved from 8th to 9th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  10. 10.Jack Wills

    2.5%

    Held 10th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.5 points.

  11. 11.Sunspel

    1.7%

    Held 11th. 27.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  12. 12.Hush

    1.4%

    Held 12th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Joules and its closest rivals

Every comparison with Joules

11 comparisons

How has branded search demand for Joules changed in the United Kingdom over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Joules in the United Kingdom rose from 45.2K to 51.2K.
  • Across the 12 months ending September 2026, Joules’ share of searches among casual clothing brands in the United Kingdom increased from 2.3% to 3.1%.
  • Across the 12 months ending September 2026, Joules’ share of searches among casual clothing brands in the United Kingdom peaked at 3.1% in September 2026 and was lowest at 1.9% in January 2026.
  • Across the 12 months ending September 2026, Joules rose from 10th to 8th among casual clothing brands in the United Kingdom.

How did search popularity change for United Kingdom casual clothing brands in September 2026?

6 changes

  1. In September 2026, Joules overtook Saltrock to rank 8th among casual clothing brands in the United Kingdom, with 3.1% of the searches.

  2. 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.

  3. In September 2026, Superdry gained share of searches among casual clothing brands in the United Kingdom, from 14.5% to 15.1%.

  4. In September 2026, White Stuff gained share of searches among casual clothing brands in the United Kingdom, from 14.5% to 15.1%.

  5. In September 2026, Jack Wills gained share of searches among casual clothing brands in the United Kingdom, from 1.9% to 2.5%.

  6. In September 2026, FatFace lost share of searches among casual clothing brands in the United Kingdom, from 21.7% to 18.4%.

How are Joules’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Joules’ 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.

  • joules clothing
  • joules uk

How the Brand Demand Index is measured

Who owns Joules?

Joules is owned by Next. Brandwave also tracks Next and FatFace, owned by the same company, in the United Kingdom.

Do you work for Joules? To request corrections or removal please contact us via our support page and we will be happy to assist.

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