AUS Retail Apparel & Accessories - PPC Market Share Analysis August 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Apparel & Accessories category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Apparel & Accessories – AUS

Google AI Overview visibility for Retail Apparel & Accessories AUS

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 10.2491595437
89.7508404563
10%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 23
77
23%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 9%
Transactional 19%
Navigational 3%
Seasonal 3%
Local 1%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 AUS Retail Apparel & Accessories brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
temu.com 6.11
davidjones.com 5.54
coach.com 5.45
uniqlo.com 3.65
theiconic.com.au 3.52
newbalance.com.au 3.01
lululemon.com.au 2.8
jd-sports.com.au 2.63
citychic.com.au 2.63
asics.com 2.02
others 62.64
  • temu.com - 6.11%
  • davidjones.com - 5.54%
  • coach.com - 5.45%
  • uniqlo.com - 3.65%
  • theiconic.com.au - 3.52%
  • newbalance.com.au - 3.01%
  • lululemon.com.au - 2.8%
  • jd-sports.com.au - 2.63%
  • citychic.com.au - 2.63%
  • asics.com - 2.02%
  • others - 62.64%

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In the competitive landscape of Google PPC, ‘others’ dominate with 62.64% click share, overshadowing top players like Temu (6.11%) and David Jones (5.54%).

Market Exposure

Share of Spend for the top 10 AUS Retail Apparel & Accessories brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date lululemon.com.au coach.com temu.com jd-sports.com.au asics.com myer.com.au shein.com newbalance.com.au theiconic.com.au uniqlo.com
2026/08/01 4.77% 2.39% 3.07% 4.68% 1.95% 2.56% 5.72% 1.53% 2.59% 2.2%
2026/08/02 3.26% 4.42% 3.4% 4.67% 2.61% 2.31% 6.45% 1.8% 3.44% 2.76%
2026/08/03 2.95% 1.78% 3.38% 4.66% 2.89% 2.19% 4.68% 1.55% 2.53% 2.23%
2026/08/04 4.56% 2.41% 2.63% 3.87% 4.26% 2.06% 3.62% 1.59% 2.83% 2.78%
2026/08/05 4.7% 4.06% 2.76% 4.69% 1.8% 1.51% 4.45% 1.34% 3.3% 3.22%
2026/08/06 2.48% 2.29% 3% 6.17% 2.79% 1.88% 6.12% 1.1% 5.36% 3.01%
2026/08/07 1.29% 2.58% 3.34% 4.67% 2.39% 2.6% 6.09% 1.21% 3.96% 3.23%
2026/08/08 5.29% 1.15% 2.8% 3.89% 3.7% 3.33% 4.69% 1.02% 2.82% 2.9%
2026/08/09 9.58% 3.12% 2.57% 4.51% 1.66% 3.78% 2.94% 0.78% 3.47% 3.24%
2026/08/10 2.92% 2.77% 3.38% 3.93% 2% 1.45% 4.13% 1.1% 2.14% 5.59%
2026/08/11 1.44% 6.46% 4.82% 3.11% 2.09% 1.69% 7.15% 1.27% 2.23% 6.09%
2026/08/12 2.62% 2.35% 3.27% 4.13% 1.89% 1.3% 3.27% 2.26% 2.73% 2.67%
2026/08/13 6.93% 1.56% 3.31% 2.3% 1.27% 1.3% 2.49% 1.86% 3.1% 8.01%
2026/08/14 9.11% 2.23% 3.73% 2.75% 1.26% 1.42% 3.11% 2.87% 2.5% 1.28%
2026/08/15 7.26% 4.21% 3.49% 2.06% 1.59% 1.83% 3.5% 3.18% 2.63% 7.24%
2026/08/16 6.67% 2.97% 3.56% 3.11% 2.59% 1.98% 2.21% 2.28% 3.58% 1.91%
2026/08/17 2.62% 1.85% 3.59% 4.62% 1.76% 1.78% 3.23% 3.51% 4.78% 0.92%
2026/08/18 3.02% 3.39% 3.9% 3.6% 3.09% 1.65% 2.18% 3.39% 2.51% 0.77%
2026/08/19 12.61% 2.87% 4.11% 3.71% 3.74% 1.56% 2.26% 3.51% 2.17% 0.75%
2026/08/20 19.71% 1.37% 3.25% 3.1% 1.91% 1.53% 1.94% 7.16% 1.97% 1.72%
2026/08/21 23.02% 1.51% 2.45% 2.04% 1.59% 1.58% 1.11% 6.78% 2.18% 1.37%
2026/08/22 10.14% 4.97% 3.17% 3.15% 1.91% 2.41% 1.62% 2.79% 2.03% 2.52%
2026/08/23 7.12% 3.12% 2.74% 3.19% 1.49% 3.08% 2.36% 2.39% 2.05% 2.02%
2026/08/24 6.41% 4.05% 2.51% 3.35% 1.74% 2.11% 3.72% 2.07% 3% 3.98%
2026/08/25 7.25% 2.12% 3.44% 3.4% 1.52% 2.34% 3.72% 1.93% 3.28% 1.85%
2026/08/26 5.61% 5.75% 2.99% 3.01% 1.42% 2.37% 2.69% 1.62% 2.29% 2.17%
2026/08/27 8.99% 3.17% 2.7% 2.66% 1.39% 2.81% 2.85% 2.11% 2.33% 3.85%
2026/08/28 6.92% 5.1% 2.62% 2.9% 1.22% 2.42% 2.47% 2.29% 2.02% 1.74%
2026/08/29 6.87% 6.21% 2.77% 3.39% 2.64% 2.46% 1.75% 2.2% 1.72% 7.61%
2026/08/30 10.85% 3.18% 3.34% 2.86% 1.98% 3.91% 2.65% 2.06% 2.03% 2.02%
2026/08/31 11.95% 6.11% 3.4% 3.05% 2.54% 2.36% 2.29% 2.15% 2.13% 1.49%
  • lululemon.com.au
  • coach.com
  • temu.com
  • jd-sports.com.au
  • asics.com
  • myer.com.au
  • shein.com
  • newbalance.com.au
  • theiconic.com.au
  • uniqlo.com

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In August 2026, lululemon.com.au’s PPC spend surged mid-month, peaking at 23.02% on the 21st. Coach.com saw a steady rise, while temu.com maintained consistent levels. JD-sports.com.au experienced fluctuations, and asics.com had a modest increase. Myer.com.au’s spend was stable, shein.com saw a decline, and newbalance.com.au peaked on the 20th. Theiconic.com.au and uniqlo.com had varied trends, with uniqlo.com peaking on the 29th.

Market Exposure

Competitor Count for AUS Retail Apparel & Accessories

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/08/01 2482
2026/08/02 2505
2026/08/03 2447
2026/08/04 2452
2026/08/05 2132
2026/08/06 2159
2026/08/07 2122
2026/08/08 2020
2026/08/09 1989
2026/08/10 1990
2026/08/11 2216
2026/08/12 2087
2026/08/13 2079
2026/08/14 2130
2026/08/15 2015
2026/08/16 1975
2026/08/17 1976
2026/08/18 1930
2026/08/19 1677
2026/08/20 1806
2026/08/21 1827
2026/08/22 2038
2026/08/23 2080
2026/08/24 2072
2026/08/25 2099
2026/08/26 2123
2026/08/27 2093
2026/08/28 2137
2026/08/29 2190
2026/08/30 2227
2026/08/31 2190

Copyright © Adthena. All rights reserved.

August began with 2,482 advertisers, peaking at 2,505 on the 2nd. A decline followed, reaching a low of 1,677 on the 19th. Recovery ensued, ending the month at 2,190.

Campaign Efficiency

Market Loss & Market Gains for AUS Retail Apparel & Accessories

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
newbalance.com.au 2.07%
lululemon.com.au 1.58%
coach.com 1.23%
citychic.com.au 0.48%
tiffany.com.au 0.41%
baredfootwear.com -0.53%
theiconic.com.au -0.57%
temu.com -0.65%
shein.com -1.18%
uniqlo.com -1.68%

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Newbalance.com.au surged with a 2.07% click share increase, while uniqlo.com faced a 1.68% decline.

Campaign Efficiency

AUS Retail Apparel & Accessories Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date coach.com jd-sports.com.au temu.com myer.com.au theiconic.com.au davidjones.com footlocker.com.au shein.com rebelsport.com.au uniqlo.com
2026/08/01 2.47% 5.42% 3.59% 3.2% 3.84% 3.26% 2.63% 7.89% 1.85% 2.72%
2026/08/02 5.29% 5.17% 3.61% 2.95% 4.67% 3.17% 2.38% 8.56% 1.81% 3.15%
2026/08/03 1.87% 5.61% 3.65% 2.47% 3.25% 4.45% 2.43% 5.95% 1.95% 2.64%
2026/08/04 2.62% 5.08% 2.98% 2.58% 3.82% 4.17% 2.22% 4.49% 2.2% 3.02%
2026/08/05 4.17% 5.27% 3.14% 2.02% 4.39% 3.75% 1.25% 5.99% 2.48% 3.72%
2026/08/06 2.08% 6.34% 3.31% 2.47% 6.87% 2.51% 1.77% 7.96% 2.09% 3.84%
2026/08/07 2.6% 4.65% 3.45% 3.47% 5.22% 2.38% 2.04% 7.85% 1.73% 3.7%
2026/08/08 1.1% 4.26% 2.93% 4.72% 3.76% 2.89% 2.5% 5.97% 1.94% 3.26%
2026/08/09 3.32% 4.97% 3.05% 5.54% 5.12% 3.98% 2.66% 4.1% 2.14% 3.16%
2026/08/10 2.9% 4.51% 3.68% 2.13% 3.3% 3.18% 2.7% 5.49% 2.54% 4.98%
2026/08/11 6.55% 3.4% 5.38% 2.2% 2.96% 1.73% 2.7% 8.76% 2.35% 4.96%
2026/08/12 1.89% 5.47% 3.63% 1.66% 4.05% 3.37% 1.81% 3.95% 4.25% 2.69%
2026/08/13 1.68% 3.74% 4.23% 1.7% 4.99% 2.46% 1.51% 3.23% 3.15% 6.98%
2026/08/14 2.43% 3.59% 4.72% 2.03% 3.74% 2.43% 2.6% 3.83% 3.44% 1.4%
2026/08/15 4.69% 2.99% 4.08% 2.35% 4.01% 2.59% 2.68% 4.64% 2.98% 5.85%
2026/08/16 2.99% 3.68% 4.22% 2.61% 4.86% 3.52% 2.73% 2.77% 4.3% 1.73%
2026/08/17 1.66% 5.59% 4.2% 2.5% 6.25% 4.42% 2.88% 4.01% 2% 1.19%
2026/08/18 3.18% 4.61% 5% 2.34% 3.7% 3.27% 2.92% 2.9% 2.09% 1.05%
2026/08/19 3.17% 4.87% 5.34% 2.1% 3.66% 5.81% 2.83% 2.89% 1.88% 0.89%
2026/08/20 1.56% 4.79% 4.46% 2.17% 3.73% 3.29% 2.49% 2.22% 2.13% 1.99%
2026/08/21 1.86% 3.43% 3.55% 2.62% 3.81% 3.13% 2.63% 1.62% 2.81% 1.71%
2026/08/22 6.41% 3.91% 3.7% 3.21% 2.91% 3.54% 1.83% 2.02% 1.49% 2.51%
2026/08/23 3.57% 3.78% 3.02% 4.25% 2.86% 2.65% 2.52% 3.02% 2.66% 2.02%
2026/08/24 4.42% 4.12% 2.82% 3.06% 4.4% 2.3% 2.04% 5.34% 2.54% 4.07%
2026/08/25 2.49% 4.16% 3.78% 3.09% 4.72% 2.26% 2.06% 4.96% 1.74% 2.1%
2026/08/26 5.48% 3.95% 3.42% 3.06% 3.26% 2.14% 2.42% 3.13% 1.91% 2.58%
2026/08/27 3.33% 3.62% 3.03% 4.05% 3.48% 2.7% 2% 3.52% 2.2% 3.82%
2026/08/28 5.49% 3.79% 2.99% 3.31% 3.11% 2.93% 2.28% 3.06% 2.26% 2.01%
2026/08/29 6.4% 3.81% 3.21% 3.44% 2.62% 3.41% 1.85% 2.01% 1.72% 7.02%
2026/08/30 3.39% 3.89% 3.95% 5.68% 2.96% 3.72% 2.49% 3.23% 2.13% 2.1%
2026/08/31 6.19% 4.32% 4.08% 3.58% 3.42% 3.33% 2.69% 2.66% 2.14% 1.88%
  • coach.com
  • jd-sports.com.au
  • temu.com
  • myer.com.au
  • theiconic.com.au
  • davidjones.com
  • footlocker.com.au
  • shein.com
  • rebelsport.com.au
  • uniqlo.com

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In August 2026, Shein.com led with fluctuating impressions, peaking at 8.76%. Coach.com saw a notable rise mid-month, reaching 6.55%. JD-Sports.com.au maintained steady visibility, while Uniqlo.com experienced a late surge, closing at 7.02%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Retail Apparel & Accessories

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for AUS Retail Apparel & Accessories - Last month
  1. 1
    Exclusive Offers & Events | Earn Points with David Jones https://www.davidjones.com › david_jones › credit_card

    The Fashion Lovers Credit Card Is Here. Gain Exclusive Access & Apply Today. Earn up to 4 points per $1 spent at David Jones with the Prestige...

  2. 2
    JD Sports Australia https://www.jd-sports.com.au

    The Hottest Sneakers — JD Sport. Stay ahead with trending sneaker drops & JD-exclusive styles. JD Sport. Fresh footwear & streetwear styles designed for everyday wear.

  3. 3
    Skechers Sale - Up to 50% Off Selected Styles https://www.skechers.com.au › end-of-season › sale

    Don't Miss This! Up To 50% Off Footwear For The Whole Family | Free Shipping Orders $150+ Lifestyle and athletic footwear and apparel for men, women...

  4. 4
    Temu.com Official Site | Free Shipping Today | All Categories https://www.temu.com

    Shop Exciting Products, Brands, And Tools At Temu. Quality Products Sourced Around the World.

  5. 5
    Clothing Online | THE ICONIC | Australia https://www.theiconic.com.au

    Buy the latest Clothing online at the ICONIC. Free and fast delivery to Australia and New Zealand.

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In the competitive world of Google PPC, David Jones entices fashion lovers with exclusive credit card offers, while JD Sports captures sneaker enthusiasts with trending styles. Skechers appeals to families with significant discounts, Temu showcases global products, and THE ICONIC promises swift delivery.

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