--- title: "Hobbs vs Phase Eight: Which is searched more in the United Kingdom?" description: "Is Hobbs or Phase Eight 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/hobbs-vs-phase-eight" publisher: "Brandwave" --- # Hobbs vs Phase Eight: Which is searched more in the United Kingdom? Is Hobbs or Phase Eight 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**: Hobbs and Phase Eight - **Competitive set**: Women's fashion brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Hobbs Share of Search**: 11.2% - **Phase Eight Share of Search**: 9.1% ## Is Hobbs or Phase Eight more popular in search? - 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%. - The lead changed hands 2 times in the 12 months ending September 2026: Phase Eight took it in February 2026, Hobbs took it in September 2026. - Across the 12 months ending September 2026, Hobbs’ share of searches among women's fashion brands in the United Kingdom moved from 12.1% to 11.2%, and its estimated monthly branded searches moved from 165K to 135K. - Across the 12 months ending September 2026, Phase Eight’s share of searches among women's fashion brands in the United Kingdom moved from 9.9% to 9.1%, and its estimated monthly branded searches moved from 135K to 110K. ## 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. 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, 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. - In September 2026, Phase Eight lost share of searches among women's fashion brands in the United Kingdom, from 11% to 9.1%. - Estimated monthly branded searches for Hobbs in the United Kingdom fell 18.2% over 12 measured months, from 165K to 135K in September 2026. ## Month by month | Month | Hobbs estimated searches | Hobbs Share of Search | Hobbs rank | Phase Eight estimated searches | Phase Eight Share of Search | Phase Eight rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 165K | 12.1% | 3 | 135K | 9.9% | 4 | | Nov 2025 | 201K | 12.8% | 3 | 135K | 8.6% | 5 | | Dec 2025 | 165K | 11.2% | 3 | 135K | 9.2% | 4 | | Jan 2026 | 165K | 11.8% | 3 | 165K | 11.8% | 4 | | Feb 2026 | 135K | 10.6% | 4 | 165K | 12.9% | 3 | | Mar 2026 | 165K | 11.3% | 3 | 165K | 11.3% | 4 | | Apr 2026 | 165K | 11.5% | 3 | 165K | 11.5% | 4 | | May 2026 | 165K | 11.2% | 3 | 165K | 11.2% | 4 | | Jun 2026 | 165K | 11.8% | 3 | 165K | 11.8% | 4 | | Jul 2026 | 135K | 10.2% | 4 | 165K | 12.5% | 3 | | Aug 2026 | 135K | 11% | 3 | 135K | 11% | 5 | | Sep 2026 | 135K | 11.2% | 3 | 110K | 9.1% | 5 | ## How each brand is measured 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**: Measured on the search term “hobbs”. - **Phase Eight**: Measured on the search term “phase eight”. - [Hobbs profile](/demand/uk/brands/hobbs) - [Phase Eight profile](/demand/uk/brands/phase-eight) - [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 Hobbs or Phase Eight more popular in search? 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%. ## Cite this page Brandwave. "Hobbs vs Phase Eight: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/hobbs-vs-phase-eight This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/hobbs-vs-phase-eight. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.