Hobbs vs Whistles:Which is more popular?
In September 2026, Hobbs had more branded searches than Whistles among women's fashion brands in the United Kingdom. Hobbs had about 135,000 branded searches, while Whistles had 110,000. Hobbs made up 11.2% of all women's fashion brand searches we track, and Whistles accounted for 9.1%. When we asked ChatGPT and Google AI Overviews about women's fashion brands, Hobbs appeared in three of the four answers and Whistles in two. Hobbs was mentioned before Whistles in every answer that named either.
Who do people search for more?
Hobbs, about 23% more searches than Whistles
Who does AI mention more?
Hobbs, mentioned in 3 of 4 answers, Whistles in 2
Who does AI recommend more?
Hobbs, named ahead of Whistles in 3 of 3 answers
Follow Hobbs vs Whistles and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top women's fashion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Hobbs was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Whistles was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Hobbs was listed before Whistles in every answer that named either.
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.
- 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
See every answer about women's fashion brands
4 answers
Asked ChatGPT
“Where should I buy a wedding guest dress in the UK?”
Asked ChatGPT
“What are the best UK brands for women's workwear?”
Asked ChatGPT
“Which British women's clothing brands are worth the money?”
Searched Google, AI Overview
“clothing brands uk”
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 Whistles more popular in search?
This chart shows how often people search Google for Hobbs and Whistles 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.
Share of searches by month for Hobbs, Whistles. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mint Velvet | Reiss | Hobbs | ME+EM | Phase Eight | Sézane | Whistles | Karen Millen | RIXO | Monsoon | Boden | Jigsaw | Baukjen | LK Bennett |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18% | 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 2025 | 19.1% | 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 2025 | 20.5% | 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 2026 | 17.5% | 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 2026 | 15.7% | 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 2026 | 16.8% | 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 2026 | 17.2% | 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 2026 | 16.6% | 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 2026 | 14.3% | 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 2026 | 15.2% | 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 2026 | 16.4% | 16.4% | 11% | 7.4% | 11% | 7.4% | 7.4% | 11% | 2.7% | 2.9% | 1.8% | 2.2% | 1.2% | 1.2% |
| Sep 2026 | 16.7% | 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 Whistles comparison changed over the last 12 months?
3 findings
- Hobbs was ahead of Whistles in every measured month of the 12 months ending 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, Whistles’ share of searches among women's fashion brands in the United Kingdom moved from 8.1% to 9.1%, and its estimated monthly branded searches held steady at 110K.
How did search popularity change for United Kingdom women's fashion brands in September 2026?
2 changes
In September 2026, Whistles overtook Karen Millen to rank 7th among women's fashion brands in the United Kingdom, with 9.1% of the searches.
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 Whistles’ 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.
Other head-to-heads among women's fashion brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.