Guess vs Michael Kors:Which is more popular?
In September 2026, Guess had more branded searches than Michael Kors among handbag brands in Australia. Guess had about 33,100 branded searches, while Michael Kors had 22,200. Guess made up 6.7% of all handbag brand searches we track, and Michael Kors accounted for 4.5%. When we asked ChatGPT and Google AI Overviews about handbag brands, Guess appeared in one of the five answers and Michael Kors in none.
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Top handbag brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Guess was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Michael Kors did not appear in any of the five answers.
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
Guess6th
St. Agni7th
Louenhide8th
Gucci9th- +3 more
Michael Kors–- +2 more
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
- Guess1 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
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 Michael Kors more popular in search?
This chart shows how often people search Google for Guess and Michael Kors 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 Guess, Michael Kors. 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 Michael Kors comparison changed over the last 12 months?
3 findings
- Guess was ahead of Michael Kors 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, Michael Kors’ share of searches among handbag brands in Australia moved from 4.1% to 4.5%, and its estimated monthly branded searches moved from 18.1K to 22.2K.
How did search popularity change for Australia handbag brands in September 2026?
2 changes
In September 2026, Guess overtook Oroton to rank 5th among handbag brands in Australia, with 6.7% of the searches.
In September 2026, Michael Kors gained share of searches among handbag brands in Australia, from 3.9% to 4.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Guess’ and Michael Kors’ 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.
Guess
1 branded search term
- guess bag
Michael Kors
1 branded search term
- michael kors bag
Other head-to-heads among handbag brands
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