--- title: "Whistles: search popularity in the United Kingdom" description: "Whistles is a British women's fashion brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/whistles" publisher: "Brandwave" --- # Whistles: search popularity in the United Kingdom Whistles is a British women's fashion brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Whistles - **Owned by**: TFG London - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among women's fashion brands**: 9.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Women's fashion brands | 7 | 9.1% | 110K | - [Women's fashion brands in the UK](/demand/uk/categories/uk-womens-fashion-brands) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Hobbs | 1st | 2 of 3 | 1 of 1 | 3 of 4 | | Reiss | 2nd | 1 of 3 | 1 of 1 | 2 of 4 | | Phase Eight | 3rd | 2 of 3 | 1 of 1 | 3 of 4 | | Jigsaw | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | ME+EM | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Whistles | 6th | 2 of 3 | 0 of 1 | 2 of 4 | | Boden | 7th | 2 of 3 | 0 of 1 | 2 of 4 | | RIXO | 8th | 2 of 3 | 0 of 1 | 2 of 4 | | Mint Velvet | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Sézane | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Karen Millen | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Monsoon | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Baukjen | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | LK Bennett | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about women's fashion brands - Asked ChatGPT "Where should I buy a wedding guest dress in the UK?": 1. Phase Eight, 2. RIXO - Asked ChatGPT "What are the best UK brands for women's workwear?": 1. Hobbs, 2. Reiss, 3. ME+EM, 4. Jigsaw, 5. Boden, 6. Phase Eight, 7. Whistles - Asked ChatGPT "Which British women's clothing brands are worth the money?": 1. Jigsaw, 2. Hobbs, 3. Whistles, 4. ME+EM, 5. Boden, 6. RIXO - Searched Google, AI Overview "clothing brands uk": 1. Reiss, 2. Hobbs, 3. Phase Eight Not named in any answer: Mint Velvet, Sézane, Karen Millen, Monsoon, Baukjen and LK Bennett. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How has branded search demand for Whistles changed in the United Kingdom over the last 12 months? - 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? - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Women's fashion brands | 110K | 8.1% | 7 | | Nov 2025 | Women's fashion brands | 110K | 7% | 7 | | Dec 2025 | Women's fashion brands | 110K | 7.5% | 7 | | Jan 2026 | Women's fashion brands | 110K | 7.8% | 6 | | Feb 2026 | Women's fashion brands | 110K | 8.6% | 6 | | Mar 2026 | Women's fashion brands | 110K | 7.5% | 7 | | Apr 2026 | Women's fashion brands | 110K | 7.7% | 7 | | May 2026 | Women's fashion brands | 110K | 7.4% | 7 | | Jun 2026 | Women's fashion brands | 110K | 7.8% | 7 | | Jul 2026 | Women's fashion brands | 110K | 8.3% | 6 | | Aug 2026 | Women's fashion brands | 90.5K | 7.4% | 8 | | Sep 2026 | Women's fashion brands | 110K | 9.1% | 7 | ## How are Whistles’ branded searches counted? 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” ## Which women's fashion brands compete with Whistles? - [Mint Velvet](/demand/uk/brands/mint-velvet) - [Reiss](/demand/uk/brands/reiss) - [Hobbs](/demand/uk/brands/hobbs) - [ME+EM](/demand/uk/brands/me-em): Head-to-head: /demand/uk/compare/me-em-vs-whistles - [Phase Eight](/demand/uk/brands/phase-eight): Head-to-head: /demand/uk/compare/phase-eight-vs-whistles - [Sézane](/demand/uk/brands/sezane): Head-to-head: /demand/uk/compare/sezane-vs-whistles - [Karen Millen](/demand/uk/brands/karen-millen): Head-to-head: /demand/uk/compare/karen-millen-vs-whistles - [RIXO](/demand/uk/brands/rixo): Head-to-head: /demand/uk/compare/rixo-vs-whistles - [Monsoon](/demand/uk/brands/monsoon) - [Boden](/demand/uk/brands/boden) - [Jigsaw](/demand/uk/brands/jigsaw-clothing) - [Baukjen](/demand/uk/brands/baukjen) - [LK Bennett](/demand/uk/brands/lk-bennett) ## 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. - [TFG London](/demand/uk/companies/tfg-london): Owns 3 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. ## Cite this page Brandwave. "Whistles: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/whistles This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/whistles. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.