Brandwave

How popular isBrunello Cucinelli?

In September 2026, people searched for Brunello Cucinelli by name about 550,000 times worldwide, about the same as the previous year. These searches made up 2.9% of all global premium fashion brand searches, placing Brunello Cucinelli eighth out of nine brands. When we asked both ChatGPT and Google AI Overviews about premium fashion brands, Brunello Cucinelli appeared in two of the five answers and was the joint third most recommended of the nine.

Search and AI answers in September 2026

Brunello Cucinelli is the eighth most searched of 9 competitors and the joint third most recommended in AI answers.

  1. Ralph LaurenShare of searches 21.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Calvin KleinShare of searches 17.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Tommy HilfigerShare of searches 17.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. GuessShare of searches 14.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Brunello CucinelliShare of searches 2.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top premium fashion brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Brunello Cucinelli was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Brunello Cucinelli is the joint third most recommended of the nine.

Most recommended by AI

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

  1. Ralph Lauren1st
  2. COS2nd
  3. Bottega Veneta3rd
  4. Brunello Cucinelli3rd
  5. Calvin Klein–
  6. Tommy Hilfiger–
  7. Guess–
  8. Lacoste–
  9. Hugo Boss–

Mentioned by AI

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

  • Ralph Lauren4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bottega Veneta2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brunello Cucinelli2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • COS2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Calvin Klein0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy Hilfiger0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Guess0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lacoste0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hugo Boss0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about premium fashion brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which premium fashion brands compete with Brunello Cucinelli?

Brunello Cucinelli against premium fashion brands worldwide, by month

Share of searches by month for Ralph Lauren, Calvin Klein, Tommy Hilfiger, Guess, Lacoste, Bottega Veneta, Hugo Boss, Brunello Cucinelli. The figures are in the table below the chart.

View monthly share of searches table
MonthRalph LaurenCalvin KleinTommy HilfigerGuessLacosteBottega VenetaHugo BossBrunello CucinelliCOS
Oct 202523.5%15.8%19.2%10.5%15.8%4.7%7.1%2.6%0.87%
Nov 202521.7%17.7%21.7%11.9%14.5%3.5%6.5%1.9%0.65%
Dec 202522.9%15.3%18.7%12.6%15.3%4.6%6.9%3.1%0.57%
Jan 202622.3%14.9%18.2%14.9%14.9%4.5%6.7%3%0.67%
Feb 202618.1%22.2%18.1%12.1%14.8%5.4%5.4%3%0.76%
Mar 202616%23.9%16%13.1%16%5.8%5.8%2.6%0.72%
Apr 202618.7%18.7%18.7%12.5%15.3%6.8%5.6%3.1%0.78%
May 202616.7%20.4%16.7%13.7%16.7%6.1%6.1%2.7%0.85%
Jun 202618%18%18%12.1%18%5.4%6.6%3%0.81%
Jul 202617.1%17.1%20.9%14%17.1%5.1%5.1%2.8%0.72%
Aug 202620.6%16.9%16.9%13.8%16.9%6.2%5%2.8%0.81%
Sep 202621.3%17.4%17.4%14.3%14.3%6.4%5.2%2.9%0.89%

  1. 1.Ralph Lauren

    21.3%

    Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.6 points.

  2. 2.Calvin Klein

    17.4%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.Tommy Hilfiger

    17.4%

    Moved from 4th to 3rd. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.

  4. 4.Guess

    14.3%

    Moved from 5th to 4th. 2.7M estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Lacoste

    14.3%

    Moved from 3rd to 5th. 2.7M estimated branded searches, -18.2% vs prior month. Share -2.6 points.

  6. 6.Bottega Veneta

    6.4%

    Held 6th. 1.2M estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Hugo Boss

    5.2%

    Held 7th. 1M estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.Brunello Cucinelli

    2.9%

    Held 8th. 550K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.COS

    0.89%

    Held 9th. 171K estimated branded searches, +6.9% vs prior month. Share +0.1 points.

Compare popularity between Brunello Cucinelli and its closest rivals

Every comparison with Brunello Cucinelli

17 comparisons

How has branded search demand for Brunello Cucinelli changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Brunello Cucinelli worldwide held steady at 550K.
  • Across the 12 months ending September 2026, Brunello Cucinelli’s share of searches among premium fashion brands worldwide peaked at 3.1% in December 2025 and was lowest at 1.9% in November 2025.

How did search popularity change for premium fashion brands worldwide in September 2026?

6 changes

  1. In September 2026, Tommy Hilfiger overtook Lacoste to rank 3rd among premium fashion brands worldwide, with 17.4% of the searches.

  2. In September 2026, Ralph Lauren gained share of searches among premium fashion brands worldwide, from 20.6% to 21.3%.

  3. In September 2026, Calvin Klein gained share of searches among premium fashion brands worldwide, from 16.9% to 17.4%.

  4. In September 2026, Lacoste lost share of searches among premium fashion brands worldwide, from 16.9% to 14.3%.

  5. In September 2026, Guess rose from 5th to 4th among premium fashion brands worldwide.

  6. Estimated monthly branded searches for Bottega Veneta worldwide rose 22% over 12 measured months, from 1M to 1.2M in September 2026.

How are Brunello Cucinelli’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Brunello Cucinelli’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • brunello cucinelli

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How the Brand Demand Index is measured

Where does Brunello Cucinelli compete?

Brunello Cucinelli is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Luxury fashion houses9th of 111.9%Show ranking
Premium fashion brands8th of 92.9%Shown above
Creator with pink hair and a pink jacket

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