July vs Rimowa:Which is more popular?
In September 2026, July and Rimowa were level in searches among luggage brands in Australia, with an estimated 22.2K branded searches each, at 22.6% of the total each. When we asked ChatGPT and Google AI Overviews about luggage brands, July appeared in three of the five answers and Rimowa in two. July was mentioned before Rimowa in every answer that named either.
Who do people search for more?
July and Rimowa are searched for about as often as each other.
Who does AI mention more?
July, mentioned in 3 of 5 answers, Rimowa in 2
Who does AI recommend more?
July, named ahead of Rimowa in 3 of 3 answers
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Top luggage brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, July was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Rimowa was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. July was listed before Rimowa in every answer 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.
Samsonite5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Antler5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
American Tourister4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- July3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Rimowa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Briggs & Riley1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tosca0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tumi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Delsey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Away0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about luggage brands
5 answers
Asked ChatGPT
“Which luggage brand should I buy in Australia?”
Asked ChatGPT
“What are the best suitcase brands?”
Asked ChatGPT
“What is the best carry on luggage?”
Searched Google, AI Overview
“suitcase”
Searched Google, AI Overview
“carry on luggage”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is July or Rimowa more popular in search?
This chart shows how often people search Google for July and Rimowa by name. Each line represents a brand's share of searches for all 13 luggage brands we track, month by month, from searches in Australia.
Share of searches by month for July, Rimowa. The figures are in the table below the chart.
View monthly share of searches table
| Month | July | Rimowa | Samsonite | Antler | American Tourister | Tosca | Tumi | Briggs & Riley | Delsey | Away | BÉIS | Monos | Calpak |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.5% | 25.5% | 17% | 11.4% | 7.6% | 2.7% | 4.1% | 1.2% | 1.5% | 0.94% | 0.68% | 1.2% | 0.45% |
| Nov 2025 | 24.6% | 20.1% | 20.1% | 13.5% | 9% | 2.2% | 4% | 1.5% | 1.5% | 1.5% | 0.79% | 1.2% | 0.36% |
| Dec 2025 | 22% | 22% | 22% | 12% | 8% | 2.9% | 4.4% | 1.5% | 1.5% | 1.1% | 0.81% | 1.1% | 0.48% |
| Jan 2026 | 20% | 24.4% | 20% | 13.3% | 8.9% | 2.6% | 4% | 1.7% | 1.4% | 0.9% | 0.9% | 1.2% | 0.65% |
| Feb 2026 | 32.3% | 21.7% | 14.4% | 11.8% | 6.4% | 2.8% | 4.3% | 1.3% | 1.6% | 0.98% | 0.7% | 0.98% | 0.7% |
| Mar 2026 | 27% | 22.1% | 18% | 12.1% | 6.6% | 2.9% | 4.4% | 1.6% | 1.3% | 1.3% | 0.88% | 1.3% | 0.59% |
| Apr 2026 | 24.4% | 24.4% | 16.3% | 13.3% | 7.3% | 3.2% | 4% | 1.8% | 1.4% | 1.1% | 1.1% | 1.1% | 0.65% |
| May 2026 | 25% | 25% | 16.7% | 13.7% | 6.1% | 2.7% | 4.1% | 1.5% | 1.5% | 1.2% | 0.81% | 1.2% | 0.66% |
| Jun 2026 | 24.2% | 19.8% | 19.8% | 13.2% | 8.8% | 3.2% | 3.9% | 1.7% | 1.4% | 1.2% | 0.89% | 1.4% | 0.53% |
| Jul 2026 | 26.5% | 21.7% | 14.5% | 14.5% | 6.4% | 3.5% | 4.3% | 1.9% | 1.3% | 2.3% | 1.3% | 1.3% | 0.7% |
| Aug 2026 | 25.3% | 20.7% | 16.9% | 13.8% | 7.6% | 3.4% | 4.1% | 1.8% | 1.8% | 1.2% | 1.8% | 0.93% | 0.67% |
| Sep 2026 | 22.6% | 22.6% | 18.4% | 15.1% | 6.7% | 3.7% | 3.7% | 1.6% | 1.6% | 1.3% | 1% | 0.9% | 0.73% |
How has the July and Rimowa comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Rimowa took it in January 2026, July took it in February 2026.
- Across the 12 months ending September 2026, July’s share of searches among luggage brands in Australia moved from 25.5% to 22.6%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
- Across the 12 months ending September 2026, Rimowa’s share of searches among luggage brands in Australia moved from 25.5% to 22.6%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
How did search popularity change for Australia luggage brands in September 2026?
2 changes
In September 2026, Rimowa gained share of searches among luggage brands in Australia, from 20.7% to 22.6%.
In September 2026, July lost share of searches among luggage brands in Australia, from 25.3% to 22.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using July’s and Rimowa’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.
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