Guess vs Longchamp:Which is more popular?
In September 2026, Longchamp had more branded searches than Guess among handbag brands in Australia. Longchamp had about 40,500 branded searches, while Guess had 33,100. Longchamp made up 8.2% of all handbag brand searches we track, and Guess accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about handbag brands, Guess and Longchamp each appeared in one of the five answers. Guess and Longchamp were each mentioned first in one of the two answers that named either.
Who do people search for more?
Longchamp, about 22% more searches than Guess
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top handbag brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Guess and Longchamp were each mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Guess and Longchamp were each listed first in one of the two 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
Guess1 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 Guess or Longchamp more popular in search?
This chart shows how often people search Google for Guess and Longchamp 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 Longchamp, Guess. 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 Guess and Longchamp comparison changed over the last 12 months?
3 findings
- Longchamp was ahead of Guess in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Guess’ share of searches among handbag brands in Australia moved from 6.1% to 6.7%, and its estimated monthly branded searches moved from 27.1K to 33.1K.
- Across the 12 months ending September 2026, Longchamp’s share of searches among handbag brands in Australia moved from 9.2% to 8.2%, and its estimated monthly branded searches held steady at 40.5K.
How did search popularity change for Australia handbag brands in September 2026?
2 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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Guess’ and Longchamp’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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