--- title: "Boden vs Jigsaw: Which is more popular in the United Kingdom?" description: "Is Boden or Jigsaw more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Women's fashion brands set in the United Kingdom. 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/compare/boden-vs-jigsaw-clothing" publisher: "Brandwave" --- # Boden vs Jigsaw: Which is more popular in the United Kingdom? Is Boden or Jigsaw more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Women's fashion brands set in the United Kingdom. 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 - **Compared**: Boden and Jigsaw - **Competitive set**: Women's fashion brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Boden Share of Search**: 1.8% - **Jigsaw Share of Search**: 1.8% ## Is Boden or Jigsaw more popular in search? - 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. - 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. ## 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. 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 did search popularity change for United Kingdom women's fashion brands in September 2026? - 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 has branded search for Boden and Jigsaw changed in the United Kingdom over the last 12 months? | Month | Boden estimated searches | Boden Share of Search | Boden rank | Jigsaw estimated searches | Jigsaw Share of Search | Jigsaw rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 22.2K | 1.6% | 13 | 18.1K | 1.3% | 14 | | Nov 2025 | 14.8K | 0.94% | 14 | 22.2K | 1.4% | 12 | | Dec 2025 | 8.1K | 0.55% | 14 | 27.1K | 1.8% | 10 | | Jan 2026 | 12.1K | 0.86% | 14 | 27.1K | 1.9% | 12 | | Feb 2026 | 12.1K | 0.95% | 14 | 22.2K | 1.7% | 12 | | Mar 2026 | 22.2K | 1.5% | 13 | 22.2K | 1.5% | 14 | | Apr 2026 | 33.1K | 2.3% | 12 | 22.2K | 1.5% | 14 | | May 2026 | 33.1K | 2.2% | 11 | 22.2K | 1.5% | 13 | | Jun 2026 | 33.1K | 2.4% | 11 | 22.2K | 1.6% | 12 | | Jul 2026 | 33.1K | 2.5% | 11 | 22.2K | 1.7% | 12 | | Aug 2026 | 22.2K | 1.8% | 12 | 27.1K | 2.2% | 11 | | Sep 2026 | 22.2K | 1.8% | 11 | 22.2K | 1.8% | 12 | ## How are Boden’s and Jigsaw’s branded searches counted? 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. - **Boden**: Measured on the search term “boden dresses”. - **Jigsaw**: Measured on the search term “jigsaw clothing”. - [Boden profile](/demand/uk/brands/boden) - [Jigsaw profile](/demand/uk/brands/jigsaw-clothing) - [All women's fashion brands in the United Kingdom](/demand/uk/categories/uk-womens-fashion-brands): The set both shares are measured inside, 14 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 ### Is Boden or Jigsaw more popular in search? 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. ## Cite this page Brandwave. "Boden vs Jigsaw: Which is more popular in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/boden-vs-jigsaw-clothing This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/boden-vs-jigsaw-clothing. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.