Figleaves vs M&S:Which is more popular?

Name: Figleaves vs M&S: Which is searched more in the United Kingdom?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, M&S had more branded searches than Figleaves among lingerie brands in the United Kingdom. M&S had about 57,600 branded searches, while Figleaves had 1,900. M&S made up 5.7% of all lingerie brand searches we track, and Figleaves accounted for 0.19%. When we asked ChatGPT and Google AI Overviews about lingerie brands, M&S appeared in four of the five answers and Figleaves in none.

Among lingerie brands in the United Kingdom in September 2026

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Top lingerie brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, M&S was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Figleaves did not appear in any of the five 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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Bravissimo	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
M&S	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Boux Avenue	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
John Lewis	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Panache	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Curvy Kate	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Ann Summers	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Figleaves	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Bravissimo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
M&S4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Boux Avenue3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Panache2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Curvy Kate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ann Summers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Figleaves0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lingerie brands

5 answers

Asked ChatGPT
“Where's the best place to buy bras in the UK?”
1. 1M&S
2. 2Bravissimo
3. 3Boux Avenue
4. 4John Lewis
Asked ChatGPT
“Which UK shops are best for bra fittings?”
1. 1Bravissimo
2. 2John Lewis
3. 3M&S
4. 4Boux Avenue
Asked ChatGPT
“What are the best lingerie brands for bigger busts?”
1. 1Bravissimo
2. 2Curvy Kate
3. 3Panache
Searched Google, AI Overview
“lingerie”
1. 1M&S
2. 2Boux Avenue
Searched Google, AI Overview
“best bras uk”
1. 1Bravissimo
2. 2M&S
3. 3Panache
4. 4John Lewis

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 Figleaves or M&S more popular in search?

This chart shows how often people search Google for Figleaves and M&S by name. Each line represents a brand's share of searches for all eight lingerie brands we track, month by month, from searches in United Kingdom.

Figleaves and M&S among lingerie brands in the United Kingdom, by month

Month	Ann Summers	Boux Avenue	Bravissimo	M&S	Curvy Kate	John Lewis	Figleaves	Panache
Oct 2025	62.1%	22.7%	10.2%	3.7%	0.75%	0.22%	0.22%	0.12%
Nov 2025	51.9%	34.7%	8.5%	3.8%	0.63%	0.19%	0.19%	0.1%
Dec 2025	56.9%	31.1%	7.6%	3.4%	0.56%	0.17%	0.17%	0.09%
Jan 2026	57.4%	25.7%	11.5%	4%	0.84%	0.25%	0.2%	0.14%
Feb 2026	55.4%	24.8%	13.6%	4.7%	0.82%	0.24%	0.24%	0.13%
Mar 2026	48.3%	26.4%	17.7%	6%	0.87%	0.31%	0.26%	0.11%
Apr 2026	50.7%	22.6%	18.6%	6.2%	1.1%	0.33%	0.33%	0.11%
May 2026	50.8%	22.7%	18.6%	6.2%	0.91%	0.33%	0.33%	0.09%
Jun 2026	50.8%	22.7%	18.6%	6.2%	0.91%	0.33%	0.33%	0.09%
Jul 2026	50.8%	22.7%	18.6%	6.2%	0.91%	0.33%	0.33%	0.09%
Aug 2026	50.8%	22.7%	18.6%	6.3%	0.91%	0.33%	0.27%	0.09%
Sep 2026	54.9%	24.5%	13.5%	5.7%	0.81%	0.29%	0.19%	0.1%

M&S sells other things too, so only its searches that name this product count here, like “m&s bras”.

How has the Figleaves and M&S comparison changed over the last 12 months?

3 findings

M&S was ahead of Figleaves in every measured month of the 12 months ending September 2026.
Across the 12 months ending September 2026, Figleaves’ share of searches among lingerie brands in the United Kingdom moved from 0.22% to 0.19%, and its estimated monthly branded searches moved from 2.4K to 1.9K.
Across the 12 months ending September 2026, M&S’s share of searches among lingerie brands in the United Kingdom moved from 3.7% to 5.7%, and its estimated monthly branded searches moved from 39.7K to 57.6K.

How did search popularity change for United Kingdom lingerie brands in September 2026?

2 changes

In September 2026, M&S lost share of searches among lingerie brands in the United Kingdom, from 6.3% to 5.7%.
Estimated monthly branded searches for Figleaves in the United Kingdom fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Figleaves’ and M&S’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.