Brandwave

How popular isGucci?

In September 2026, people searched for Gucci by name about 48,600 times in Australia, about the same as the previous year. These searches made up 8.2% of all Australia handbag brand searches, placing Gucci third out of 17 brands. When we asked both ChatGPT and Google AI Overviews about handbag brands, Gucci appeared in one of the five answers and was the 11th most recommended of the 17.

Search and AI answers in September 2026

Gucci is the third most searched of 17 competitors and the 11th most recommended in AI answers.

  1. CoachShare of searches 33.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. Louis VuittonShare of searches 12.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. GucciShare of searches 8.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th
  4. LongchampShare of searches 8.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 13th
  5. GuessShare of searches 6.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

+12 more

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Top handbag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gucci was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Gucci is the 11th most recommended of the 17.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Oroton1st
  2. Louis Vuitton2nd
  3. Status Anxiety3rd
  4. The Horse4th
  5. Coach5th
  6. Sans Beast6th
  7. Guess7th
  8. +2 more
  9. Prene10th
  10. Gucci11th
  11. Mimco12th
  12. +5 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Coach3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oroton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Louis Vuitton2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mimco2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Louenhide2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Status Anxiety2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Horse2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • St. Agni2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Prene2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gucci1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+7 more

See every answer about handbag brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which handbag brands compete with Gucci?

Gucci against handbag brands in Australia, by month

Share of searches by month for Coach, Louis Vuitton, Gucci, Longchamp, Guess, Oroton, Mimco, Michael Kors, Prada, Kate Spade, Louenhide. The figures are in the table below the chart.

View monthly share of searches table
MonthCoachLouis VuittonGucciLongchampGuessOrotonMimcoMichael KorsPradaKate SpadeLouenhideStatus AnxietyMarc JacobsThe HorseSt. AgniPreneSans Beast
Oct 202525%16.8%9.2%9.2%6.1%7.5%6.1%4.1%4.1%2.2%2.7%1.8%1.5%1.5%0.66%0.82%0.54%
Nov 202528%12.5%6.9%8.4%6.9%8.4%6.9%4.6%3.8%2.5%3.8%2%1.7%1.7%0.61%0.91%0.61%
Dec 202529.9%13.5%6%9%7.4%9%6%4%3.3%2.2%3.3%1.8%1.5%1.5%0.54%0.65%0.43%
Jan 202628.4%15.5%7%10.4%5.7%7%5.7%3.8%3.8%2.1%3.8%1.7%1.4%1.7%0.76%0.76%0.61%
Feb 202628.7%15.8%8.6%8.6%5.8%7.1%5.8%3.2%3.9%2.1%3.9%1.7%1.4%1.4%0.76%0.76%0.63%
Mar 202631.1%14%7.6%9.3%5.1%7.6%6.3%2.8%4.2%1.9%3.4%1.9%1.2%1.5%0.67%0.67%0.67%
Apr 202631.4%14.1%7.7%7.7%5.2%7.7%6.3%3.4%4.2%2.3%3.4%1.9%1.3%1.5%0.67%0.67%0.56%
May 202629.4%13.2%8.8%8.8%5.9%8.8%5.9%3.2%3.9%2.2%3.2%1.8%1.4%1.4%0.78%0.63%0.52%
Jun 202638.3%11.5%6.3%7.7%5.2%7.7%5.2%3.4%3.4%2.3%2.8%1.5%1.3%1.5%0.55%0.69%0.55%
Jul 202638.1%11.5%7.7%9.4%5.1%6.3%5.1%3.4%3.4%1.9%2.3%1.5%1.3%1.3%0.68%0.55%0.46%
Aug 202635.3%13%7.1%8.7%5.8%7.1%4.8%3.9%3.9%2.1%2.6%1.4%1.2%1.4%0.63%0.51%0.42%
Sep 202633.4%12.3%8.2%8.2%6.7%6.7%5.5%4.5%3.7%2.5%2.5%1.6%1.3%1.3%0.73%0.49%0.39%

  1. 1.Coach

    33.4%

    Held 1st. 165K estimated branded searches, -17.9% vs prior month. Share -1.9 points.

  2. 2.Louis Vuitton

    12.3%

    Held 2nd. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

  3. 3.Gucci

    8.2%

    Moved from 4th to 3rd. 40.5K estimated branded searches, 0% vs prior month. Share +1.1 points.

  4. 4.Longchamp

    8.2%

    Moved from 3rd to 4th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  5. 5.Guess

    6.7%

    Moved from 6th to 5th. 33.1K estimated branded searches, 0% vs prior month. Share +0.9 points.

  6. 6.Oroton

    6.7%

    Moved from 5th to 6th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.4 points.

  7. 7.Mimco

    5.5%

    Held 7th. 27.1K estimated branded searches, 0% vs prior month. Share +0.7 points.

  8. 8.Michael Kors

    4.5%

    Held 8th. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.

  9. 9.Prada

    3.7%

    Held 9th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

  10. 10.Kate Spade

    2.5%

    Moved from 11th to 10th. 12.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  11. 11.Louenhide

    2.5%

    Moved from 10th to 11th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  12. 12.Status Anxiety

    1.6%

    Held 12th. 8.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  13. 13.Marc Jacobs

    1.3%

    Moved from 14th to 13th. 6.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

  14. 14.The Horse

    1.3%

    Moved from 13th to 14th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

  15. 15.St. Agni

    0.73%

    Held 15th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  16. 16.Prene

    0.49%

    Held 16th. 2.4K estimated branded searches, -17.2% vs prior month. Share 0 points.

  17. 17.Sans Beast

    0.39%

    Held 17th. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.

St. Agni sells other things too, so only its searches that name this product count here, like “st agni bag”.

Compare popularity between Gucci and its closest rivals

Every comparison with Gucci

19 comparisons

How has branded search demand for Gucci changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gucci in Australia held steady at 48.6K.
  • Across the 12 months ending September 2026, Gucci’s share of searches among handbag brands in Australia decreased from 9.2% to 8.2%.
  • Across the 12 months ending September 2026, Gucci’s share of searches among handbag brands in Australia peaked at 9.2% in October 2025 and was lowest at 6% in December 2025.

How did search popularity change for Australia handbag brands in September 2026?

6 changes

  1. In September 2026, Gucci overtook Longchamp to rank 3rd among handbag brands in Australia, with 8.2% of the searches.

  2. In September 2026, Guess overtook Oroton to rank 5th among handbag brands in Australia, with 6.7% of the searches.

  3. In September 2026, Mimco gained share of searches among handbag brands in Australia, from 4.8% to 5.5%.

  4. In September 2026, Michael Kors gained share of searches among handbag brands in Australia, from 3.9% to 4.5%.

  5. In September 2026, Coach lost share of searches among handbag brands in Australia, from 35.3% to 33.4%.

  6. In September 2026, Louis Vuitton lost share of searches among handbag brands in Australia, from 13% to 12.3%.

How are Gucci’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Gucci’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • gucci bag
  • gucci perfume

How the Brand Demand Index is measured

Who owns Gucci?

Gucci is owned by Kering. Brandwave also tracks Yves Saint Laurent, owned by the same company, in Australia.

Do you work for Gucci? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Gucci compete?

Gucci is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Handbag brands3rd of 178.2%Shown above
Fragrance brands12th of 153.3%Show ranking
Creator with pink hair and a pink jacket

Is Gucci your brand?

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