White Fox is outperforming other Australian fashion brands in overseas markets.
New data from custom apparel brand PrintLocker has revealed that White Fox’s average monthly searches is at 687,220 worldwide, with the brand being the most popular in the United Kingdom, the United States and Canada.
Princess Polly has secured second place with 243,100 average monthly searches, while Ksubi follows closely in third with 241,710 monthly searches overseas.
The study also highlights Zimmerman as the most popular brand by country, dominating the most in Europe.
Wrapping up the list in order include Forever New at number five, then Meshki, Oroton, Glassons, Aje and Witchery.
The study analysed a list of over 50 home-grown fashion labels based on an extensive list of relevant search terms around shopping and availability, customer service and policies, product categories, and sizing and fit to identify the most sought-after fashion brands overall.
The average monthly search volume for these brands, combined with social media followings, was analysed to determine the most popular.
Among the top ten, White Fox holds the second-highest Instagram follower count at 3 million, but holds the highest follower count on TikTok at 986,000.
According to PrintLocker, the popular hoodie brand which notably advertises on the back of buses has dominated social media channels compared to the other brands on the list.
“Known for boasting bold colours and trendy pieces, White Fox caters towards a broad female audience through its blend of modern casualwear and more edgy fashion statements.”
The latest data from Semrush shows that in Australia, White Fox sits at number 37 in terms of website traffic among both local and global fashion brands and retailers.
In March this year, the brand’s total website visits were 616,000, with 97 per cent of these from desktop computers compared to mobile. This is a 42.51 per cent lift on March 2024 total website visits for the hoodie brand.
Princess Polly, meanwhile, holds 2.2 million Instagram followers and 930,000 on TikTok. This brand is currently owned by AKA Brands in the United States, which also owns two other Australian brands Culture Kings and Petal & Pup.
In third place, streetwear brand Ksubi holds nearly 500,000 Instagram followers, but only holds around 5,700 on TikTok.
Luxury fashion house Zimmerman holds the highest Instagram follower count within the top ten list at 4 million. Its TikTok count is 46,200.
Wrapping up the top five is Forever New, withy 494,000 Instagram followers with 19,200 on TikTok.
The data also reveals that Zimmerman is the biggest trendsetter globally, dominating across four countries compared to other Australian fashion labels. This brand widely appeals to European consumers from Germany, France, Spain and Sweden. According to PrintLocker, this indicates a growing demand for the ‘eclectic meets chic’ statement trends in this part of the world.
Forever New is the most popular brand among Aussies, reaching over 106,110 average monthly searches.
Fashion brands like Lover and Peppermayo have also made their mark in Italy and Denmark respectively.
In terms of website traffic, Cotton On is the highest visited fashion brand website in Australia according to Semrush for the month of March, but sits at number six when including local and international fashion retailers.