Coach vs Louis Vuitton:Which is more popular?
In September 2026, Coach had more branded searches than Louis Vuitton among handbag brands in Australia. Coach had about 165,000 branded searches, while Louis Vuitton had 60,500. Coach made up 33.4% of all handbag brand searches we track, and Louis Vuitton accounted for 12.3%. When we asked ChatGPT and Google AI Overviews about handbag brands, Coach appeared in three of the five answers and Louis Vuitton in two. Louis Vuitton was mentioned before Coach in two out of three answers that named either.
Who do people search for more?
Coach, about 3 searches for every 1 for Louis Vuitton
Who does AI mention more?
Coach, mentioned in 3 of 5 answers, Louis Vuitton in 2
Who does AI recommend more?
Louis Vuitton, named ahead of Coach in 2 of 3 answers
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Top handbag brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Coach was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Louis Vuitton was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Louis Vuitton was listed before Coach in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
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
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.
Is Coach or Louis Vuitton more popular in search?
This chart shows how often people search Google for Coach and Louis Vuitton 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. 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 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
How has the Coach and Louis Vuitton comparison changed over the last 12 months?
3 findings
- Coach was ahead of Louis Vuitton in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Coach’s share of searches among handbag brands in Australia moved from 25% to 33.4%, and its estimated monthly branded searches moved from 110K to 165K.
- Across the 12 months ending September 2026, Louis Vuitton’s share of searches among handbag brands in Australia moved from 16.8% to 12.3%, and its estimated monthly branded searches moved from 74K to 60.5K.
How did search popularity change for Australia handbag brands in September 2026?
2 changes
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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Coach’s and Louis Vuitton’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Coach
1 branded search term
- coach bag
Louis Vuitton
1 branded search term
- louis vuitton bag
Other head-to-heads among handbag brands
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