Brandwave

Hobbs vs Phase Eight:Which is more popular?

In September 2026, Hobbs had more branded searches than Phase Eight among women's fashion brands in the United Kingdom. Hobbs had about 135,000 branded searches, while Phase Eight had 110,000. Hobbs made up 11.2% of all women's fashion brand searches we track, and Phase Eight accounted for 9.1%. When we asked ChatGPT and Google AI Overviews about women's fashion brands, Hobbs and Phase Eight each appeared in three of the four answers. Hobbs was mentioned before Phase Eight in three out of four answers.

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

Who do people search for more?

Hobbs, about 23% more searches than Phase Eight

Hobbs 135K searchesPhase Eight 110K searches

Who does AI mention more?

Both were mentioned in 3 of 4 answers.

Hobbs in 3 of 4Phase Eight in 3 of 4

Who does AI recommend more?

Hobbs, named ahead of Phase Eight in 3 of 4 answers

Hobbs first in 3Phase Eight first in 1

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

In three ChatGPT questions and one Google AI Overview, Hobbs and Phase Eight were each mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Hobbs was listed before Phase Eight in three out of 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 Hobbs or Phase Eight more popular in search?

This chart shows how often people search Google for Hobbs 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.

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

Share of searches by month for Hobbs, Phase Eight. 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%

How has the Hobbs 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. Estimated monthly branded searches for Hobbs in the United Kingdom fell 18.2% over 12 measured months, from 165K to 135K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hobbs’ 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.

Hobbs

1 branded search term

  • hobbs

Phase Eight

1 branded search term

  • phase eight

How the Brand Demand Index is measured

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

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