Brandwave

Macpac vs The North Face:Which is more popular?

In September 2026, Macpac had more branded searches than The North Face among outdoor jacket brands in Australia. Macpac had about 5,400 branded searches, while The North Face had 2,900. Macpac made up 10.6% of all outdoor jacket brand searches we track, and The North Face accounted for 5.7%. When we asked ChatGPT and Google AI Overviews about outdoor jacket brands, Macpac appeared in three of the five answers and The North Face in two. Macpac was mentioned before The North Face in three out of four answers that named either.

Among outdoor jacket brands in Australia in September 2026

Who do people search for more?

Macpac, about 86% more searches than The North Face

Macpac 5.4K searchesThe North Face 2.9K searches

Who does AI mention more?

Macpac, mentioned in 3 of 5 answers, The North Face in 2

Macpac in 3 of 5The North Face in 2 of 5

Who does AI recommend more?

Macpac, named ahead of The North Face in 3 of 4 answers

Macpac first in 3The North Face first in 1

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Top outdoor jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Macpac was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. The North Face was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Macpac was listed before The North Face in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Patagonia1st
  2. Macpac2nd
  3. Kathmandu3rd
  4. The North Face4th
  5. Rab5th
  6. Mont6th
  7. Arc'teryx7th
  8. Columbia7th
  9. Mountain Designs–

Mentioned by AI

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

  • Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kathmandu3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The North Face2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Arc'teryx1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Columbia1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rab1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mont1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mountain Designs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about outdoor jacket 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 Macpac or The North Face more popular in search?

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

Macpac and The North Face among outdoor jacket brands in Australia, by month

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

View monthly share of searches table
MonthKathmanduArc'teryxMacpacColumbiaPatagoniaThe North FaceRabMountain DesignsMont
Oct 202553.2%13.2%16.2%5.9%4.7%4.7%0.78%0.78%0.64%
Nov 202554.4%14%14%6.2%4.1%5%0.83%0.67%0.67%
Dec 202554.2%14.3%14.3%5.2%5.2%5.2%0.84%0.45%0.45%
Jan 202652.4%20.2%11%4.7%4.7%4.7%1.2%0.52%0.52%
Feb 202649.6%19.6%10.7%5.6%5.6%5.6%2.1%0.5%0.62%
Mar 202655.5%14.3%11.6%5.1%6.3%5.1%1%0.56%0.46%
Apr 202657%9.8%14.6%5.3%5.3%5.3%1.2%0.58%0.87%
May 202656.1%11%13.5%6%4.9%6%1.2%0.66%0.66%
Jun 202651.8%10.6%12.9%4.7%4.7%12.9%1.1%0.71%0.51%
Jul 202650.4%10.3%10.3%4.6%3.7%18.8%0.9%0.69%0.41%
Aug 202645.8%14%14%6.2%6.2%11.4%1.2%0.83%0.45%
Sep 202650.5%19.4%10.6%5.7%5.7%5.7%1.4%0.76%0.41%

Macpac sells other things too, so only its searches that name this product count here, like “macpac jacket”.

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

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: The North Face took it in July 2026, Macpac took it in August 2026.
  • Across the 12 months ending September 2026, Macpac’s share of searches among outdoor jacket brands in Australia moved from 16.2% to 10.6%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
  • Across the 12 months ending September 2026, The North Face’s share of searches among outdoor jacket brands in Australia moved from 4.7% to 5.7%, and its estimated monthly branded searches moved from 1.9K to 2.9K.

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

2 changes

  1. In September 2026, The North Face lost share of searches among outdoor jacket brands in Australia, from 11.4% to 5.7%.

  2. In September 2026, Macpac lost share of searches among outdoor jacket brands in Australia, from 14% to 10.6%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Macpac’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.

Macpac

1 branded search term

  • macpac jacket

The North Face

1 branded search term

  • the north face jacket

How the Brand Demand Index is measured

Other head-to-heads among outdoor jacket brands

Creator with pink hair and a pink jacket

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