Baukjen vs Jigsaw:Which is more popular?
In September 2026, Jigsaw had more branded searches than Baukjen among women's fashion brands in the United Kingdom. Jigsaw had about 22,200 branded searches, while Baukjen had 18,100. Jigsaw made up 1.8% of all women's fashion brand searches we track, and Baukjen accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about women's fashion brands, Jigsaw appeared in two of the four answers and Baukjen in none.
Who do people search for more?
Jigsaw, about 23% more searches than Baukjen
Who does AI mention more?
Jigsaw, mentioned in 2 of 4 answers, Baukjen in 0
Who does AI recommend more?
Jigsaw, the only one of the two named
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Top women's fashion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Jigsaw was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Baukjen 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.
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
Baukjen0 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.
Is Baukjen or Jigsaw more popular in search?
This chart shows how often people search Google for Baukjen and Jigsaw by name. Each line represents a brand's share of searches for all 14 women's fashion brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Jigsaw, Baukjen. 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% |
How has the Baukjen and Jigsaw comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Jigsaw took it in November 2025, Baukjen took it in March 2026, Jigsaw took it in June 2026.
- Across the 12 months ending September 2026, Baukjen’s share of searches among women's fashion brands in the United Kingdom moved from 1.6% to 1.5%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
- Across the 12 months ending September 2026, Jigsaw’s share of searches among women's fashion brands in the United Kingdom moved from 1.3% to 1.8%, and its estimated monthly branded searches moved from 18.1K to 22.2K.
How did search popularity change for United Kingdom women's fashion brands in September 2026?
2 changes
In September 2026, Jigsaw fell from 11th to 12th among women's fashion brands in the United Kingdom.
Estimated monthly branded searches for Baukjen in the United Kingdom fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Baukjen’s and Jigsaw’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among women's fashion brands
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