Brandwave

How popular isPatagonia?

In September 2026, people searched for Patagonia by name about 2,900 times in Australia, a 52.6% increase from the previous year. These searches made up 5.7% of all Australia outdoor jacket brand searches, placing Patagonia fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about outdoor jacket brands, Patagonia appeared in four of the five answers and was the most recommended of the nine.

Search and AI answers in September 2026

Patagonia is the fifth most searched of 9 competitors and the most recommended in AI answers.

  1. KathmanduShare of searches 50.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. Arc'teryxShare of searches 19.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  3. MacpacShare of searches 10.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. ColumbiaShare of searches 5.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. PatagoniaShare of searches 5.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top outdoor jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Patagonia was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Patagonia is the most recommended of the nine.

Most recommended by AI

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

  1. Patagonia1st
  2. Macpac2nd
  3. Kathmandu3rd
  4. The North Face4th
  5. Rab5th
  6. Mont6th
  7. Arc'teryx7th
  8. Columbia7th
  9. Mountain Designs–

Mentioned by AI

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

  • Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kathmandu3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The North Face2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Arc'teryx1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Columbia1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rab1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mont1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mountain Designs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about outdoor jacket 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 outdoor jacket brands compete with Patagonia?

Patagonia against outdoor jacket brands in Australia, by month

Share of searches by month for Kathmandu, Arc'teryx, Macpac, Columbia, Patagonia, The North Face. The figures are in the table below the chart.

View monthly share of searches table
MonthKathmanduArc'teryxMacpacColumbiaPatagoniaThe North FaceRabMountain DesignsMont
Oct 202553.2%13.2%16.2%5.9%4.7%4.7%0.78%0.78%0.64%
Nov 202554.4%14%14%6.2%4.1%5%0.83%0.67%0.67%
Dec 202554.2%14.3%14.3%5.2%5.2%5.2%0.84%0.45%0.45%
Jan 202652.4%20.2%11%4.7%4.7%4.7%1.2%0.52%0.52%
Feb 202649.6%19.6%10.7%5.6%5.6%5.6%2.1%0.5%0.62%
Mar 202655.5%14.3%11.6%5.1%6.3%5.1%1%0.56%0.46%
Apr 202657%9.8%14.6%5.3%5.3%5.3%1.2%0.58%0.87%
May 202656.1%11%13.5%6%4.9%6%1.2%0.66%0.66%
Jun 202651.8%10.6%12.9%4.7%4.7%12.9%1.1%0.71%0.51%
Jul 202650.4%10.3%10.3%4.6%3.7%18.8%0.9%0.69%0.41%
Aug 202645.8%14%14%6.2%6.2%11.4%1.2%0.83%0.45%
Sep 202650.5%19.4%10.6%5.7%5.7%5.7%1.4%0.76%0.41%

  1. 1.Kathmandu

    50.5%

    Held 1st. 25.8K estimated branded searches, -35% vs prior month. Share +4.7 points.

  2. 2.Arc'teryx

    19.4%

    Held 2nd. 9.9K estimated branded searches, -18.2% vs prior month. Share +5.4 points.

  3. 3.Macpac

    10.6%

    Held 3rd. 5.4K estimated branded searches, -55.4% vs prior month. Share -3.4 points.

  4. 4.Columbia

    5.7%

    Moved from 5th to 4th. 2.9K estimated branded searches, -46.3% vs prior month. Share -0.6 points.

  5. 5.Patagonia

    5.7%

    Moved from 6th to 5th. 2.9K estimated branded searches, -46.3% vs prior month. Share -0.6 points.

  6. 6.The North Face

    5.7%

    Moved from 4th to 6th. 2.9K estimated branded searches, -70.7% vs prior month. Share -5.7 points.

  7. 7.Rab

    1.4%

    Held 7th. 720 estimated branded searches, -28% vs prior month. Share +0.3 points.

  8. 8.Mountain Designs

    0.76%

    Held 8th. 390 estimated branded searches, -45.8% vs prior month. Share -0.1 points.

  9. 9.Mont

    0.41%

    Held 9th. 210 estimated branded searches, -46.2% vs prior month. Share 0 points.

Kathmandu, Macpac and Mountain Designs sell other things too, so only their searches that name this product count here, like “kathmandu jacket”.

Compare popularity between Patagonia and its closest rivals

Every comparison with Patagonia

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Patagonia in Australia rose from 1.9K to 2.9K.
  • Across the 12 months ending September 2026, Patagonia’s share of searches among outdoor jacket brands in Australia increased from 4.7% to 5.7%.
  • Across the 12 months ending September 2026, Patagonia’s share of searches among outdoor jacket brands in Australia peaked at 6.3% in March 2026 and was lowest at 3.7% in July 2026.

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

6 changes

  1. In September 2026, Arc'teryx gained share of searches among outdoor jacket brands in Australia, from 14% to 19.4%.

  2. In September 2026, Kathmandu gained share of searches among outdoor jacket brands in Australia, from 45.8% to 50.5%.

  3. In September 2026, The North Face lost share of searches among outdoor jacket brands in Australia, from 11.4% to 5.7%.

  4. In September 2026, Macpac lost share of searches among outdoor jacket brands in Australia, from 14% to 10.6%.

  5. In September 2026, Columbia lost share of searches among outdoor jacket brands in Australia, from 6.2% to 5.7%.

  6. In September 2026, Patagonia lost share of searches among outdoor jacket brands in Australia, from 6.2% to 5.7%.

How are Patagonia’s branded searches counted?

1 search term

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

  • patagonia jacket

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How the Brand Demand Index is measured

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