Brandwave

Herschel vs The North Face:Which is more popular?

In September 2026, Herschel had more branded searches than The North Face among backpack brands in Australia. Herschel had about 3,600 branded searches, while The North Face had 2,400. Herschel made up 12.3% of all backpack brand searches we track, and The North Face accounted for 8.2%. When we asked ChatGPT and Google AI Overviews about backpack brands, The North Face appeared in three of the five answers and Herschel in none.

Among backpack brands in Australia in September 2026

Who do people search for more?

Herschel, about 50% more searches than The North Face

Herschel 3.6K searchesThe North Face 2.4K searches

Who does AI mention more?

The North Face, mentioned in 3 of 5 answers, Herschel in 0

The North Face in 3 of 5Herschel in 0 of 5

Who does AI recommend more?

The North Face, the only one of the two named

The North Face first in 2Herschel never named

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Herschel 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.

  1. Osprey1st
  2. The North Face2nd
  3. Peak Design3rd
  4. Fjällräven4th
  5. Deuter5th
  6. JanSport6th
  7. Bellroy7th
  8. Kathmandu8th
  9. Herschel–
  10. NOMATIC–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Osprey4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The North Face3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Peak Design2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bellroy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kathmandu1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • JanSport1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fjällräven1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Deuter1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Herschel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NOMATIC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about backpack brands

5 answers

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 Herschel or The North Face more popular in search?

This chart shows how often people search Google for Herschel and The North Face by name. Each line represents a brand's share of searches for all ten backpack brands we track, month by month, from searches in Australia.

Herschel and The North Face among backpack brands in Australia, by month

Share of searches by month for Herschel, The North Face. The figures are in the table below the chart.

View monthly share of searches table
MonthOspreyBellroyKathmanduHerschelJanSportThe North FaceFjällrävenDeuterPeak DesignNOMATIC
Oct 202524%13.1%16%13.1%8.7%8.7%8.4%3.2%3.2%1.7%
Nov 202526.9%14.7%14.7%14.7%7.9%6.5%7.9%2.4%2.7%1.6%
Dec 202525.2%13.7%16.8%13.7%9%7.5%8.1%2.7%2.2%1.2%
Jan 202625.6%11.4%14%14%14%7.5%7.5%2.3%1.9%1.9%
Feb 202627.4%14.9%14.9%12.2%8.1%8.1%7.4%3%2.4%1.6%
Mar 202630.5%13.6%13.6%13.6%7.4%8.9%5.8%2.7%2.7%1.2%
Apr 202633.3%12.1%14.8%12.1%6.4%8.1%6.3%3%2.4%1.6%
May 202630.9%13.7%16.8%11.2%7.5%7.5%5.9%2.7%2.7%1%
Jun 202634.4%12.5%15.4%12.5%6.8%6.8%5.4%2.5%2.5%1.1%
Jul 202634.7%12.6%12.6%12.6%8.3%6.9%6.2%2.9%2.1%1.1%
Aug 202629.8%13.3%13.3%13.3%10.8%7.1%6.4%2.5%2.5%0.96%
Sep 202627.8%15.1%15.1%12.3%8.2%8.2%6.4%3%2.5%1.3%

How has the Herschel and The North Face comparison changed over the last 12 months?

3 findings
  • Herschel was ahead of The North Face in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Herschel’s share of searches among backpack brands in Australia moved from 13.1% to 12.3%, and its estimated monthly branded searches held steady at 3.6K.
  • Across the 12 months ending September 2026, The North Face’s share of searches among backpack brands in Australia moved from 8.7% to 8.2%, and its estimated monthly branded searches held steady at 2.4K.

How did search popularity change for Australia backpack brands in September 2026?

3 changes

  1. In September 2026, Kathmandu overtook Herschel to rank 3rd among backpack brands in Australia, with 15.1% of the searches.

  2. In September 2026, The North Face gained share of searches among backpack brands in Australia, from 7.1% to 8.2%.

  3. In September 2026, Herschel lost share of searches among backpack brands in Australia, from 13.3% to 12.3%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Herschel’s and The North Face’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.

Herschel

1 branded search term

  • herschel backpack

The North Face

1 branded search term

  • the north face backpack

How the Brand Demand Index is measured

Other head-to-heads among backpack brands

Creator with pink hair and a pink jacket

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