Brandwave

Boden vs Phase Eight:Which is more popular?

In September 2026, Phase Eight had more branded searches than Boden among women's fashion brands in the United Kingdom. Phase Eight had about 110,000 branded searches, while Boden had 22,200. Phase Eight made up 9.1% of all women's fashion brand searches we track, and Boden accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about women's fashion brands, Phase Eight appeared in three of the four answers and Boden in two. Boden and Phase Eight were each mentioned first in two of the four answers.

Among women's fashion brands in the United Kingdom in September 2026

Who do people search for more?

Phase Eight, about 5 searches for every 1 for Boden

Phase Eight 110K searchesBoden 22.2K searches

Who does AI mention more?

Phase Eight, mentioned in 3 of 4 answers, Boden in 2

Phase Eight in 3 of 4Boden in 2 of 4

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Boden first in 2Phase Eight first in 2

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Top women's fashion brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Phase Eight was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Boden was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Boden and Phase Eight were each listed first in two of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Hobbs1st
  2. Reiss2nd
  3. Phase Eight3rd
  4. Jigsaw4th
  5. ME+EM5th
  6. Whistles6th
  7. Boden7th
  8. RIXO8th
  9. Mint Velvet–
  10. Sézane–
  11. +4 more

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

+4 more

See every answer about women's fashion brands

4 answers

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 Phase Eight more popular in search?

This chart shows how often people search Google for Boden and Phase Eight 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.

Boden and Phase Eight among women's fashion brands in the United Kingdom, by month

Share of searches by month for Phase Eight, Boden. The figures are in the table below the chart.

View monthly share of searches table
MonthMint VelvetReissHobbsME+EMPhase EightSézaneWhistlesKaren MillenRIXOMonsoonBodenJigsawBaukjenLK Bennett
Oct 202518%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 202519.1%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 202520.5%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 202617.5%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 202615.7%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 202616.8%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 202617.2%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 202616.6%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 202614.3%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 202615.2%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 202616.4%16.4%11%7.4%11%7.4%7.4%11%2.7%2.9%1.8%2.2%1.2%1.2%
Sep 202616.7%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 the Boden and Phase Eight comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom women's fashion brands in September 2026?

3 changes

  1. 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.

  2. In September 2026, Phase Eight lost share of searches among women's fashion brands in the United Kingdom, from 11% to 9.1%.

  3. In September 2026, Boden rose from 12th to 11th among women's fashion brands in the United Kingdom.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Boden’s and Phase Eight’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

1 branded search term

  • boden dresses

Phase Eight

1 branded search term

  • phase eight

How the Brand Demand Index is measured

Other head-to-heads among women's fashion brands

Creator with pink hair and a pink jacket

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