Brandwave

Phase Eight vs Reiss:Which is more popular?

In September 2026, Reiss had more branded searches than Phase Eight among women's fashion brands in the United Kingdom. Reiss had about 201,000 branded searches, while Phase Eight had 110,000. Reiss made up 16.7% 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, Phase Eight appeared in three of the four answers and Reiss in two. Reiss was mentioned before Phase Eight in two out of three answers that named either.

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

Who do people search for more?

Reiss, about 83% more searches than Phase Eight

Reiss 201K searchesPhase Eight 110K searches

Who does AI mention more?

Phase Eight, mentioned in 3 of 4 answers, Reiss in 2

Phase Eight in 3 of 4Reiss in 2 of 4

Who does AI recommend more?

Reiss, named ahead of Phase Eight in 2 of 3 answers

Reiss first in 2Phase 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, Phase Eight was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Reiss was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Reiss was listed before Phase Eight in two out of three answers that named either.

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 Phase Eight or Reiss more popular in search?

This chart shows how often people search Google for Phase Eight and Reiss 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.

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

Share of searches by month for Reiss, 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 Phase Eight and Reiss 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 Reiss in the United Kingdom fell 18.3% over 12 measured months, from 246K to 201K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Phase Eight’s and Reiss’ 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.

Phase Eight

1 branded search term

  • phase eight

Reiss

1 branded search term

  • reiss

How the Brand Demand Index is measured

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

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