How popular isWhistles?
In September 2026, people searched for Whistles by name about 110,000 times in the United Kingdom, about the same as the previous year. These searches made up 9.1% of all United Kingdom women's fashion brand searches, placing Whistles seventh out of 14 brands. When we asked both ChatGPT and Google AI Overviews about women's fashion brands, Whistles appeared in two of the four answers and was the sixth most recommended of the 14.
Whistles is the seventh most searched of 14 competitors and the sixth most recommended in AI answers.
Mint VelvetShare of searches 16.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
ReissShare of searches 16.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
HobbsShare of searches 11.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
ME+EMShare of searches 9.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
WhistlesShare of searches 9.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
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Top women's fashion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Whistles was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Whistles is the sixth most recommended of the 14.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Hobbs3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Phase Eight3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Reiss2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- ME+EM2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Whistles2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
RIXO2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Boden2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Jigsaw2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Mint Velvet0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Sézane0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about women's fashion brands
4 answers
Asked ChatGPT
“Where should I buy a wedding guest dress in the UK?”
Asked ChatGPT
“What are the best UK brands for women's workwear?”
Asked ChatGPT
“Which British women's clothing brands are worth the money?”
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 women's fashion brands compete with Whistles?
Share of searches by month for Mint Velvet, Reiss, Hobbs, ME+EM, Phase Eight, Sézane, Whistles, Karen Millen, RIXO, Monsoon. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mint Velvet | Reiss | Hobbs | ME+EM | Phase Eight | Sézane | Whistles | Karen Millen | RIXO | Monsoon | Boden | Jigsaw | Baukjen | LK Bennett |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18% | 18% | 12.1% | 6.6% | 9.9% | 8.1% | 8.1% | 8.1% | 2% | 2.2% | 1.6% | 1.3% | 1.6% | 2.4% |
| Nov 2025 | 19.1% | 19.1% | 12.8% | 5.7% | 8.6% | 8.6% | 7% | 8.6% | 2.6% | 1.9% | 0.94% | 1.4% | 1.1% | 2.6% |
| Dec 2025 | 20.5% | 20.5% | 11.2% | 6.2% | 9.2% | 7.5% | 7.5% | 7.5% | 1.8% | 1.7% | 0.55% | 1.8% | 1.2% | 2.8% |
| Jan 2026 | 17.5% | 17.5% | 11.8% | 6.5% | 11.8% | 6.5% | 7.8% | 7.8% | 2.4% | 2.5% | 0.86% | 1.9% | 1.6% | 3.5% |
| Feb 2026 | 15.7% | 15.7% | 10.6% | 7.1% | 12.9% | 7.1% | 8.6% | 8.6% | 2.6% | 2.3% | 0.95% | 1.7% | 1.4% | 4.7% |
| Mar 2026 | 16.8% | 16.8% | 11.3% | 6.2% | 11.3% | 7.5% | 7.5% | 7.5% | 2.8% | 2.4% | 1.5% | 1.5% | 1.9% | 5.1% |
| Apr 2026 | 17.2% | 14% | 11.5% | 7.7% | 11.5% | 6.3% | 7.7% | 7.7% | 2.8% | 3% | 2.3% | 1.5% | 1.5% | 5.2% |
| May 2026 | 16.6% | 16.6% | 11.2% | 7.4% | 11.2% | 6.1% | 7.4% | 9.1% | 3.3% | 4.3% | 2.2% | 1.5% | 1.5% | 1.5% |
| Jun 2026 | 14.3% | 17.6% | 11.8% | 7.8% | 11.8% | 6.5% | 7.8% | 7.8% | 3.5% | 4.5% | 2.4% | 1.6% | 1.3% | 1.3% |
| Jul 2026 | 15.2% | 18.6% | 10.2% | 8.3% | 12.5% | 5.6% | 8.3% | 6.9% | 3.7% | 3.9% | 2.5% | 1.7% | 1.4% | 1.1% |
| Aug 2026 | 16.4% | 16.4% | 11% | 7.4% | 11% | 7.4% | 7.4% | 11% | 2.7% | 2.9% | 1.8% | 2.2% | 1.2% | 1.2% |
| Sep 2026 | 16.7% | 16.7% | 11.2% | 9.1% | 9.1% | 9.1% | 9.1% | 7.5% | 2.7% | 2.4% | 1.8% | 1.8% | 1.5% | 1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 16.7% | 201K | 0% | +0.3 points | |
| 2, held 2nd | 16.7% | 201K | 0% | +0.3 points | |
| 3, held 3rd | 11.2% | 135K | 0% | +0.2 points | |
| 4, moved from 6th to 4th | 9.1% | 110K | +21.5% | +1.8 pointsmoved from 6th to 4th | |
| 5, held 5th | 9.1% | 110K | -18.5% | -1.9 points | |
| 6, moved from 7th to 6th | 9.1% | 110K | +21.5% | +1.8 pointsmoved from 7th to 6th | |
| 7, moved from 8th to 7th | 9.1% | 110K | +21.5% | +1.8 pointsmoved from 8th to 7th | |
| 8, moved from 4th to 8th | 7.5% | 90.5K | -33% | -3.5 pointsmoved from 4th to 8th | |
| 9, moved from 10th to 9th | 2.7% | 33.1K | 0% | 0 pointsmoved from 10th to 9th | |
| 10, moved from 9th to 10th | 2.4% | 29K | -18.3% | -0.5 pointsmoved from 9th to 10th | |
| 11, moved from 12th to 11th | 1.8% | 22.2K | 0% | 0 pointsmoved from 12th to 11th | |
| 12, moved from 11th to 12th | 1.8% | 22.2K | -18.1% | -0.4 pointsmoved from 11th to 12th | |
| 13, held 13th | 1.5% | 18.1K | +22.3% | +0.3 points | |
| 14, held 14th | 1% | 12.1K | -18.2% | -0.2 points |
16.7%
Held 1st. 201K estimated branded searches, 0% vs prior month. Share +0.3 points.
2.
Reiss16.7%
Held 2nd. 201K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.
Hobbs11.2%
Held 3rd. 135K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.
ME+EM9.1%
Moved from 6th to 4th. 110K estimated branded searches, +21.5% vs prior month. Share +1.8 points.
9.1%
Held 5th. 110K estimated branded searches, -18.5% vs prior month. Share -1.9 points.
6.
Sézane9.1%
Moved from 7th to 6th. 110K estimated branded searches, +21.5% vs prior month. Share +1.8 points.
7.
Whistles9.1%
Moved from 8th to 7th. 110K estimated branded searches, +21.5% vs prior month. Share +1.8 points.
7.5%
Moved from 4th to 8th. 90.5K estimated branded searches, -33% vs prior month. Share -3.5 points.
9.
RIXO2.7%
Moved from 10th to 9th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
10.
Monsoon2.4%
Moved from 9th to 10th. 29K estimated branded searches, -18.3% vs prior month. Share -0.5 points.
11.
Boden1.8%
Moved from 12th to 11th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.
12.
Jigsaw1.8%
Moved from 11th to 12th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.4 points.
13.
Baukjen1.5%
Held 13th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.3 points.
14.LK Bennett
1%
Held 14th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
Boden sells other things too, so only its searches that name this product count here, like “boden dresses”.
Compare popularity between Whistles and its closest rivals
Every comparison with Whistles
13 comparisons
How has branded search demand for Whistles changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Whistles in the United Kingdom held steady at 110K.
- Across the 12 months ending September 2026, Whistles’ share of searches among women's fashion brands in the United Kingdom increased from 8.1% to 9.1%.
- Across the 12 months ending September 2026, Whistles’ share of searches among women's fashion brands in the United Kingdom peaked at 9.1% in September 2026 and was lowest at 7% in November 2025.
How did search popularity change for United Kingdom women's fashion brands in September 2026?
6 changes
In September 2026, ME+EM overtook Karen Millen and Phase Eight to rank 4th among women's fashion brands in the United Kingdom, with 9.1% of the searches.
In September 2026, Sézane overtook Karen Millen to rank 6th among women's fashion brands in the United Kingdom, with 9.1% of the searches.
In September 2026, Whistles overtook Karen Millen to rank 7th among women's fashion brands in the United Kingdom, with 9.1% of the searches.
In September 2026, Karen Millen lost share of searches among women's fashion brands in the United Kingdom, from 11% to 7.5%.
In September 2026, Phase Eight lost share of searches among women's fashion brands in the United Kingdom, from 11% to 9.1%.
Mint Velvet’s share of searches among women's fashion brands in the United Kingdom has gained ground for 3 months in a row, from 14.3% to 16.7% in September 2026.
How are Whistles’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Whistles’ 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.
- whistles
Who owns Whistles?
Whistles is owned by TFG London. Brandwave also tracks Hobbs and Phase Eight, owned by the same company, in the United Kingdom.
Do you work for Whistles? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Whistles 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.