--- title: "Karen Millen vs Whistles: Which is searched more in the United Kingdom?" description: "Is Karen Millen or Whistles 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/karen-millen-vs-whistles" publisher: "Brandwave" --- # Karen Millen vs Whistles: Which is searched more in the United Kingdom? Is Karen Millen or Whistles 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**: Karen Millen and Whistles - **Competitive set**: Women's fashion brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Karen Millen Share of Search**: 7.5% - **Whistles Share of Search**: 9.1% ## Is Karen Millen or Whistles more popular in search? - In September 2026, Whistles had more branded searches than Karen Millen among women's fashion brands in the United Kingdom. Whistles had about 110,000 branded searches, while Karen Millen had 90,500. Whistles made up 9.1% of all women's fashion brand searches we track, and Karen Millen accounted for 7.5%. - The lead changed hands 3 times in the 12 months ending September 2026: Whistles took it in July 2026, Karen Millen took it in August 2026, Whistles took it in September 2026. - Across the 12 months ending September 2026, Karen Millen’s share of searches among women's fashion brands in the United Kingdom moved from 8.1% to 7.5%, and its estimated monthly branded searches moved from 110K to 90.5K. - 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. ## Top women's fashion brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one 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. Karen Millen did not appear in any of the 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, Sézane overtook Karen Millen to rank 6th among women's fashion brands in the United Kingdom, with 9.1% of the searches. - 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. - In September 2026, Karen Millen lost share of searches among women's fashion brands in the United Kingdom, from 11% to 7.5%. ## Month by month | Month | Karen Millen estimated searches | Karen Millen Share of Search | Karen Millen rank | Whistles estimated searches | Whistles Share of Search | Whistles rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 110K | 8.1% | 5 | 110K | 8.1% | 7 | | Nov 2025 | 135K | 8.6% | 4 | 110K | 7% | 7 | | Dec 2025 | 110K | 7.5% | 5 | 110K | 7.5% | 7 | | Jan 2026 | 110K | 7.8% | 5 | 110K | 7.8% | 6 | | Feb 2026 | 110K | 8.6% | 5 | 110K | 8.6% | 6 | | Mar 2026 | 110K | 7.5% | 5 | 110K | 7.5% | 7 | | Apr 2026 | 110K | 7.7% | 5 | 110K | 7.7% | 7 | | May 2026 | 135K | 9.1% | 5 | 110K | 7.4% | 7 | | Jun 2026 | 110K | 7.8% | 5 | 110K | 7.8% | 7 | | Jul 2026 | 90.5K | 6.9% | 7 | 110K | 8.3% | 6 | | Aug 2026 | 135K | 11% | 4 | 90.5K | 7.4% | 8 | | Sep 2026 | 90.5K | 7.5% | 8 | 110K | 9.1% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Karen Millen’s 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. - **Karen Millen**: Measured on the search term “karen millen”. - **Whistles**: Measured on the search term “whistles”. - [Karen Millen profile](/demand/uk/brands/karen-millen) - [Whistles profile](/demand/uk/brands/whistles) - [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 Karen Millen or Whistles more popular in search? In September 2026, Whistles had more branded searches than Karen Millen among women's fashion brands in the United Kingdom. Whistles had about 110,000 branded searches, while Karen Millen had 90,500. Whistles made up 9.1% of all women's fashion brand searches we track, and Karen Millen accounted for 7.5%. ## Cite this page Brandwave. "Karen Millen vs Whistles: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/karen-millen-vs-whistles This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/karen-millen-vs-whistles. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.