Handbag brands in Australia:Which are most popular?
In September 2026, Coach was the most searched handbag brand in Australia, accounting for 33.4% of all searches among the 17 brands we track. When we checked with ChatGPT and Google AI Overviews, Coach and Oroton were mentioned most often, in three of the five answers. Oroton was recommended most often, coming first in two out of five responses.
CoachShare of searches 33.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
Louis VuittonShare of searches 12.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
GucciShare of searches 8.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th
LongchampShare of searches 8.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 13th
GuessShare of searches 6.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
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Top handbag brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Coach and Oroton were mentioned most often, in three of the five answers. Oroton was recommended most often, coming first in two out of five answers. Louis Vuitton was second, and Status Anxiety was third. Michael Kors, which ranked eighth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Oroton1st- Louis Vuitton2nd
Status Anxiety3rd
The Horse4th- Coach5th
Sans Beast6th- Guess7th
St. Agni8th
Louenhide9th
Prene10th- Gucci11th
Mimco12th- Longchamp13th
Marc Jacobs14th
Michael Kors–
Prada–
Kate Spade–
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
- Sans Beast2 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
- Longchamp1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Guess1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Marc Jacobs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Michael Kors0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Prada0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Kate Spade0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about handbag brands
5 answers
Asked ChatGPT
“What are the best handbag brands in Australia?”
Asked ChatGPT
“Which designer handbag brand is worth buying?”
Asked ChatGPT
“What are good Australian handbag brands?”
Searched Google, AI Overview
“handbags”
Searched Google, AI Overview
“designer handbags”
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 do people search for most?
This chart shows how often people search Google for each handbag brand by name. Each line represents a brand's share of searches for all 17 handbag brands we track, month by month, from searches in Australia.
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
| Month | Coach | Louis Vuitton | Gucci | Longchamp | Guess | Oroton | Mimco | Michael Kors | Prada | Kate Spade | Louenhide | Status Anxiety | Marc Jacobs | The Horse | St. Agni | Prene | Sans Beast |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25% | 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 2025 | 28% | 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 2025 | 29.9% | 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 2026 | 28.4% | 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 2026 | 28.7% | 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 2026 | 31.1% | 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 2026 | 31.4% | 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 2026 | 29.4% | 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 2026 | 38.3% | 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 2026 | 38.1% | 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 2026 | 35.3% | 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 2026 | 33.4% | 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% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 33.4% | 165K | -17.9% | -1.9 points | |
| 2, held 2nd | 12.3% | 60.5K | -18.2% | -0.8 points | |
| 3, moved from 4th to 3rd | 8.2% | 40.5K | 0% | +1.1 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 8.2% | 40.5K | -18.2% | -0.5 pointsmoved from 3rd to 4th | |
| 5, moved from 6th to 5th | 6.7% | 33.1K | 0% | +0.9 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 6.7% | 33.1K | -18.3% | -0.4 pointsmoved from 5th to 6th | |
| 7, held 7th | 5.5% | 27.1K | 0% | +0.7 points | |
| 8, held 8th | 4.5% | 22.2K | 0% | +0.6 points | |
| 9, held 9th | 3.7% | 18.1K | -18.5% | -0.2 points | |
| 10, moved from 11th to 10th | 2.5% | 12.1K | 0% | +0.3 pointsmoved from 11th to 10th | |
| 11, moved from 10th to 11th | 2.5% | 12.1K | -18.2% | -0.2 pointsmoved from 10th to 11th | |
| 12, held 12th | 1.6% | 8.1K | 0% | +0.2 points | |
| 13, moved from 14th to 13th | 1.3% | 6.6K | 0% | +0.2 pointsmoved from 14th to 13th | |
| 14, moved from 13th to 14th | 1.3% | 6.6K | -18.5% | -0.1 pointsmoved from 13th to 14th | |
| 15, held 15th | 0.73% | 3.6K | 0% | +0.1 points | |
| 16, held 16th | 0.49% | 2.4K | -17.2% | 0 points | |
| 17, held 17th | 0.39% | 1.9K | -20.8% | 0 points |
1.
Coach33.4%
Held 1st. 165K estimated branded searches, -17.9% vs prior month. Share -1.9 points.
12.3%
Held 2nd. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.8 points.
3.
Gucci8.2%
Moved from 4th to 3rd. 40.5K estimated branded searches, 0% vs prior month. Share +1.1 points.
8.2%
Moved from 3rd to 4th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
5.
Guess6.7%
Moved from 6th to 5th. 33.1K estimated branded searches, 0% vs prior month. Share +0.9 points.
6.
Oroton6.7%
Moved from 5th to 6th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.4 points.
7.
Mimco5.5%
Held 7th. 27.1K estimated branded searches, 0% vs prior month. Share +0.7 points.
4.5%
Held 8th. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.
9.
Prada3.7%
Held 9th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.2 points.
10.
Kate Spade2.5%
Moved from 11th to 10th. 12.1K estimated branded searches, 0% vs prior month. Share +0.3 points.
11.
Louenhide2.5%
Moved from 10th to 11th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
1.6%
Held 12th. 8.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
13.
Marc Jacobs1.3%
Moved from 14th to 13th. 6.6K estimated branded searches, 0% vs prior month. Share +0.2 points.
14.
The Horse1.3%
Moved from 13th to 14th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.1 points.
15.
St. Agni0.73%
Held 15th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.
16.
Prene0.49%
Held 16th. 2.4K estimated branded searches, -17.2% vs prior month. Share 0 points.
17.
Sans Beast0.39%
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”.
Which brand is most popular in search among handbag brands in Australia?
17 brands
In September 2026, Coach was the most searched among handbag brands in Australia, with an estimated 165K branded searches, 33.4% of all searches for the 17 we track. Louis Vuitton is in 2nd place, 21.2 percentage points behind at 12.3%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Coach | 25% → 33.4% | 38.3%Jun 2026 | 25%Oct 2025 | 1st |
| Louis Vuitton | 16.8% → 12.3% | 16.8%Oct 2025 | 11.5%Jul 2026 | 2nd |
| Gucci | 9.2% → 8.2% | 9.2%Oct 2025 | 6%Dec 2025 | 3rd |
| Longchamp | 9.2% → 8.2% | 10.4%Jan 2026 | 7.7%Apr 2026 | 4th |
| Guess | 6.1% → 6.7% | 7.4%Dec 2025 | 5.1%Mar 2026 | 6th → 5th |
| Oroton | 7.5% → 6.7% | 9%Dec 2025 | 6.3%Jul 2026 | 5th → 6th |
| Mimco | 6.1% → 5.5% | 6.9%Nov 2025 | 4.8%Aug 2026 | 7th |
| Michael Kors | 4.1% → 4.5% | 4.6%Nov 2025 | 2.8%Mar 2026 | 8th |
| Prada | 4.1% → 3.7% | 4.2%Apr 2026 | 3.3%Dec 2025 | 9th |
| Kate Spade | 2.2% → 2.5% | 2.5%Nov 2025 | 1.9%Mar 2026 | 11th → 10th |
| Louenhide | 2.7% → 2.5% | 3.9%Feb 2026 | 2.3%Jul 2026 | 10th → 11th |
| Status Anxiety | 1.8% → 1.6% | 2%Nov 2025 | 1.4%Aug 2026 | 12th |
| Marc Jacobs | 1.5% → 1.3% | 1.7%Nov 2025 | 1.2%Aug 2026 | 13th |
| The Horse | 1.5% → 1.3% | 1.7%Jan 2026 | 1.3%Jul 2026 | 14th |
| St. Agni | 0.66% → 0.73% | 0.78%May 2026 | 0.54%Dec 2025 | 16th → 15th |
| Prene | 0.82% → 0.49% | 0.91%Nov 2025 | 0.49%Sep 2026 | 15th → 16th |
| Sans Beast | 0.54% → 0.39% | 0.67%Mar 2026 | 0.39%Sep 2026 | 17th |
Each finding as a sentence
- Across the 12 months ending September 2026, Coach’s share of searches among handbag brands in Australia increased from 25% to 33.4%.
- Across the 12 months ending September 2026, Louis Vuitton’s share of searches among handbag brands in Australia decreased from 16.8% to 12.3%.
- 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, Longchamp’s share of searches among handbag brands in Australia decreased from 9.2% to 8.2%.
- Across the 12 months ending September 2026, Guess’ share of searches among handbag brands in Australia increased from 6.1% to 6.7%.
- Across the 12 months ending September 2026, Oroton’s share of searches among handbag brands in Australia decreased from 7.5% to 6.7%.
- Across the 12 months ending September 2026, Mimco’s share of searches among handbag brands in Australia decreased from 6.1% to 5.5%.
- Across the 12 months ending September 2026, Coach’s share of searches among handbag brands in Australia peaked at 38.3% in June 2026 and was lowest at 25% in October 2025.
- Across the 12 months ending September 2026, Louis Vuitton’s share of searches among handbag brands in Australia peaked at 16.8% in October 2025 and was lowest at 11.5% in July 2026.
- 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.
- Across the 12 months ending September 2026, Longchamp’s share of searches among handbag brands in Australia peaked at 10.4% in January 2026 and was lowest at 7.7% in April 2026.
- Across the 12 months ending September 2026, Guess’ share of searches among handbag brands in Australia peaked at 7.4% in December 2025 and was lowest at 5.1% in March 2026.
- Across the 12 months ending September 2026, Oroton’s share of searches among handbag brands in Australia peaked at 9% in December 2025 and was lowest at 6.3% in July 2026.
- Across the 12 months ending September 2026, Mimco’s share of searches among handbag brands in Australia peaked at 6.9% in November 2025 and was lowest at 4.8% in August 2026.
- Across the 12 months ending September 2026, Michael Kors’ share of searches among handbag brands in Australia peaked at 4.6% in November 2025 and was lowest at 2.8% in March 2026.
- Across the 12 months ending September 2026, Louenhide’s share of searches among handbag brands in Australia peaked at 3.9% in February 2026 and was lowest at 2.3% in July 2026.
- Across the 12 months ending September 2026, Guess rose from 6th to 5th among handbag brands in Australia.
- Across the 12 months ending September 2026, Oroton fell from 5th to 6th among handbag brands in Australia.
- Across the 12 months ending September 2026, Kate Spade rose from 11th to 10th among handbag brands in Australia.
- Across the 12 months ending September 2026, Louenhide fell from 10th to 11th among handbag brands in Australia.
- Across the 12 months ending September 2026, St. Agni rose from 16th to 15th among handbag brands in Australia.
- Across the 12 months ending September 2026, Prene fell from 15th to 16th among handbag brands in Australia.
- Across the 12 months ending September 2026, Michael Kors, Prada, Status Anxiety, Marc Jacobs, The Horse and Sans Beast held steady: their share of searches among handbag brands in Australia each moved less than 0.5 percentage points.
How did search popularity change for Australia handbag brands in September 2026?
8 changes
In September 2026, Gucci overtook Longchamp to rank 3rd among handbag brands in Australia, with 8.2% of the searches.
In September 2026, Guess overtook Oroton to rank 5th among handbag brands in Australia, with 6.7% of the searches.
In September 2026, Mimco gained share of searches among handbag brands in Australia, from 4.8% to 5.5%.
In September 2026, Michael Kors gained share of searches among handbag brands in Australia, from 3.9% to 4.5%.
In September 2026, Coach lost share of searches among handbag brands in Australia, from 35.3% to 33.4%.
In September 2026, Louis Vuitton lost share of searches among handbag brands in Australia, from 13% to 12.3%.
In September 2026, Kate Spade rose from 11th to 10th among handbag brands in Australia.
In September 2026, Marc Jacobs rose from 14th to 13th among handbag brands in Australia.
How are branded searches counted for handbag brands?
17 search terms
Each brand's share of searches among handbag brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Coach
1 branded search term
- coach bag
Louis Vuitton
1 branded search term
- louis vuitton bag
Gucci
1 branded search term
- gucci bag
Longchamp
1 branded search term
- longchamp bag
Guess
1 branded search term
- guess bag
Oroton
1 branded search term
- oroton bag
Mimco
1 branded search term
- mimco bag
Michael Kors
1 branded search term
- michael kors bag
Prada
1 branded search term
- prada bag
Kate Spade
1 branded search term
- kate spade bag
Louenhide
1 branded search term
- louenhide
Status Anxiety
1 branded search term
- status anxiety bag
Marc Jacobs
1 branded search term
- marc jacobs bag
The Horse
1 branded search term
- the horse bag
St. Agni
1 branded search term
- st agni bag
Prene
1 branded search term
- prene bags
Sans Beast
1 branded search term
- sans beast
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