Boden vs Jigsaw:Which is more popular in the United Kingdom?
In September 2026, Boden and Jigsaw were level in searches among women's fashion brands in the United Kingdom, with an estimated 22.2K branded searches each, at 1.8% of the total each. When we asked ChatGPT and Google AI Overviews about women's fashion brands, Boden and Jigsaw each appeared in two of the four answers. Jigsaw was mentioned before Boden in every answer that named either.
Who do people search for more?
Boden and Jigsaw are searched for about as often as each other.
Who does AI mention more?
Both were mentioned in 2 of 4 answers.
Who does AI recommend more?
Jigsaw, named ahead of Boden in 2 of 2 answers
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Top women's fashion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Boden and Jigsaw were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Jigsaw was listed before Boden in every answer that named either.
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.
Is Boden or Jigsaw more popular in search?
This chart shows how often people search Google for Boden 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 Boden, Jigsaw. 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% |
Boden sells other things too, so only its searches that name this product count here, like “boden dresses”.
How has branded search for Boden and Jigsaw changed in the United Kingdom 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, Boden took it in April 2026, Jigsaw took it in August 2026.
- Across the 12 months ending September 2026, Boden’s share of searches among women's fashion brands in the United Kingdom moved from 1.6% to 1.8%, and its estimated monthly branded searches held steady at 22.2K.
- 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, Boden rose from 12th to 11th among women's fashion brands in the United Kingdom.
In September 2026, Jigsaw fell from 11th to 12th among women's fashion brands in the United Kingdom.
How are Boden’s and Jigsaw’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Boden’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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