Brandwave

How popular isLee?

In September 2026, people searched for Lee by name about 6,600 times in the United Kingdom, an 18.5% decrease from the previous year. These searches made up 6.9% of all United Kingdom jeans brand searches, placing Lee sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about jeans brands, Lee did not appear in any of the answers.

Search and AI answers in September 2026

Lee is the sixth most searched of 7 competitors and not listed in any AI answer.

  1. Levi'sShare of searches 28.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. M&SShare of searches 23.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  3. WranglerShare of searches 15.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  4. DieselShare of searches 12.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. LeeShare of searches 6.9%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top jeans brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Levi's1st
  2. Wrangler2nd
  3. M&S3rd
  4. Diesel–
  5. River Island–
  6. Lee–
  7. G-Star RAW–

Mentioned by AI

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

  • Levi's4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • M&S2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wrangler2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Diesel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • River Island0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lee0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • G-Star RAW0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about jeans brands

4 answers

  • Asked ChatGPT

    “What are the best jeans brands in the UK?”

    1. 1Levi's
    2. 2M&S
    3. 3Wrangler

  • Asked ChatGPT

    “Where can I buy jeans that fit well in the UK?”

    1. 1Levi's
    2. 2M&S

  • Asked ChatGPT

    “Which jeans last the longest?”

    1. 1Wrangler
    2. 2Levi's

  • Searched Google, AI Overview

    “jeans”

    1. 1Levi's

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 jeans brands compete with Lee?

Lee against jeans brands in the United Kingdom, by month

Share of searches by month for Levi's, M&S, Wrangler, Diesel, River Island, Lee, G-Star RAW. The figures are in the table below the chart.

View monthly share of searches table
MonthLevi'sM&SWranglerDieselRiver IslandLeeG-Star RAW
Oct 202538.1%20.8%11.4%9.3%11.4%6.2%2.8%
Nov 202547.8%14.3%9.6%9.6%9.6%6.4%2.8%
Dec 202547.3%14.2%9.5%11.6%9.5%5.2%2.8%
Jan 202636.4%20%13.3%10.9%8.9%7.3%3.2%
Feb 202634.2%23%12.5%10.2%10.2%6.8%3%
Mar 202635.2%23.6%10.5%10.5%10.5%7%2.5%
Apr 202639.1%21.4%11.7%9.6%9.6%6.4%2.3%
May 202638%17%13.9%11.4%9.3%7.6%2.8%
Jun 202641.8%15.3%15.3%10.2%8.3%6.8%2.5%
Jul 202637.2%13.6%16.6%13.6%9%7.4%2.7%
Aug 202630.7%16.7%16.7%16.7%9.1%7.5%2.6%
Sep 202628.3%23.2%15.5%12.7%10.4%6.9%3%

  1. 1.Levi's

    28.3%

    Held 1st. 27.1K estimated branded searches, +22.1% vs prior month. Share -2.3 points.

  2. 2.M&S

    23.2%

    Moved from 3rd to 2nd. 22.2K estimated branded searches, +83.5% vs prior month. Share +6.5 points.

  3. 3.Wrangler

    15.5%

    Moved from 4th to 3rd. 14.8K estimated branded searches, +22.3% vs prior month. Share -1.2 points.

  4. 4.Diesel

    12.7%

    Moved from 2nd to 4th. 12.1K estimated branded searches, 0% vs prior month. Share -4.1 points.

  5. 5.River Island

    10.4%

    Held 5th. 9.9K estimated branded searches, +50% vs prior month. Share +1.2 points.

  6. 6.Lee

    6.9%

    Held 6th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.6 points.

  7. 7.G-Star RAW

    3%

    Held 7th. 2.9K estimated branded searches, +52.6% vs prior month. Share +0.4 points.

M&S and River Island sell other things too, so only their searches that name this product count here, like “m&s jeans”.

Compare popularity between Lee and its closest rivals

Every comparison with Lee

6 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Lee in the United Kingdom fell from 8.1K to 6.6K.
  • Across the 12 months ending September 2026, Lee’s share of searches among jeans brands in the United Kingdom increased from 6.2% to 6.9%.
  • Across the 12 months ending September 2026, Lee’s share of searches among jeans brands in the United Kingdom peaked at 7.6% in May 2026 and was lowest at 5.2% in December 2025.

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

6 changes

  1. In September 2026, M&S overtook Diesel to rank 2nd among jeans brands in the United Kingdom, with 23.2% of the searches.

  2. In September 2026, River Island gained share of searches among jeans brands in the United Kingdom, from 9.1% to 10.4%.

  3. In September 2026, Diesel lost share of searches among jeans brands in the United Kingdom, from 16.7% to 12.7%.

  4. In September 2026, Levi's lost share of searches among jeans brands in the United Kingdom, from 30.7% to 28.3%.

  5. In September 2026, Wrangler lost share of searches among jeans brands in the United Kingdom, from 16.7% to 15.5%.

  6. In September 2026, Lee lost share of searches among jeans brands in the United Kingdom, from 7.5% to 6.9%.

How are Lee’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Lee’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • lee jeans

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How the Brand Demand Index is measured

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