Brandwave

How popular isRiver Island?

In September 2026, people searched for River Island by name about 1 million times in the United Kingdom, a 33.3% decrease from the previous year. These searches made up 10.4% of all United Kingdom jeans brand searches, placing River Island fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about jeans brands, River Island did not appear in any of the answers.

Search and AI answers in September 2026

River Island is the fifth 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. River IslandShare of searches 10.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

+2 more

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Top jeans brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, River Island 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 River Island?

River Island 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.

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

Compare popularity between River Island and its closest rivals

Every comparison with River Island

23 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for River Island in the United Kingdom fell from 1.5M to 1M.
  • Across the 12 months ending September 2026, River Island’s share of searches among jeans brands in the United Kingdom decreased from 11.4% to 10.4%.
  • Across the 12 months ending September 2026, River Island’s share of searches among jeans brands in the United Kingdom peaked at 11.4% in October 2025 and was lowest at 8.3% in June 2026.
  • Across the 12 months ending September 2026, River Island fell from 3rd to 5th among jeans brands in the United Kingdom.

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 River Island’s branded searches counted?

2 search terms

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

  • river island
  • river island jeans

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

How the Brand Demand Index is measured

Where does River Island compete?

River Island is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Clothing shops8th of 154.4%Show ranking
Online fashion retailers7th of 107.1%Show ranking
Jeans brands5th of 710.4%Shown above
Creator with pink hair and a pink jacket

Is River Island 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.

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