How popular isCOS?
In September 2026, people searched for COS by name about 171,000 times worldwide, a 7.3% decrease from the previous year. These searches made up 0.89% of all global premium fashion brand searches, placing COS ninth out of nine brands. When we asked both ChatGPT and Google AI Overviews about premium fashion brands, COS appeared in two of the five answers and was the second most recommended of the nine.
COS is the ninth most searched of 9 competitors and the second most recommended in AI answers.
Ralph LaurenShare of searches 21.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Calvin KleinShare of searches 17.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Tommy HilfigerShare of searches 17.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
GuessShare of searches 14.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
COSShare of searches 0.89%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
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Top premium fashion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, COS was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. COS is the second most recommended of the nine.
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.
- 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
Asked ChatGPT
“Which premium fashion brand should I shop at?”
Asked ChatGPT
“What are the best premium fashion brands?”
Asked ChatGPT
“What's the best premium fashion brand for a better wardrobe?”
Searched Google, AI Overview
“premium fashion brands”
Searched Google, AI Overview
“best fashion brands”
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 COS?
Share of searches by month for Ralph Lauren, Calvin Klein, Tommy Hilfiger, Guess, Lacoste, Bottega Veneta, Hugo Boss, Brunello Cucinelli, COS. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ralph Lauren | Calvin Klein | Tommy Hilfiger | Guess | Lacoste | Bottega Veneta | Hugo Boss | Brunello Cucinelli | COS |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.5% | 15.8% | 19.2% | 10.5% | 15.8% | 4.7% | 7.1% | 2.6% | 0.87% |
| Nov 2025 | 21.7% | 17.7% | 21.7% | 11.9% | 14.5% | 3.5% | 6.5% | 1.9% | 0.65% |
| Dec 2025 | 22.9% | 15.3% | 18.7% | 12.6% | 15.3% | 4.6% | 6.9% | 3.1% | 0.57% |
| Jan 2026 | 22.3% | 14.9% | 18.2% | 14.9% | 14.9% | 4.5% | 6.7% | 3% | 0.67% |
| Feb 2026 | 18.1% | 22.2% | 18.1% | 12.1% | 14.8% | 5.4% | 5.4% | 3% | 0.76% |
| Mar 2026 | 16% | 23.9% | 16% | 13.1% | 16% | 5.8% | 5.8% | 2.6% | 0.72% |
| Apr 2026 | 18.7% | 18.7% | 18.7% | 12.5% | 15.3% | 6.8% | 5.6% | 3.1% | 0.78% |
| May 2026 | 16.7% | 20.4% | 16.7% | 13.7% | 16.7% | 6.1% | 6.1% | 2.7% | 0.85% |
| Jun 2026 | 18% | 18% | 18% | 12.1% | 18% | 5.4% | 6.6% | 3% | 0.81% |
| Jul 2026 | 17.1% | 17.1% | 20.9% | 14% | 17.1% | 5.1% | 5.1% | 2.8% | 0.72% |
| Aug 2026 | 20.6% | 16.9% | 16.9% | 13.8% | 16.9% | 6.2% | 5% | 2.8% | 0.81% |
| Sep 2026 | 21.3% | 17.4% | 17.4% | 14.3% | 14.3% | 6.4% | 5.2% | 2.9% | 0.89% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 21.3% | 4.1M | 0% | +0.6 points | |
| 2, held 2nd | 17.4% | 3.4M | 0% | +0.5 points | |
| 3, moved from 4th to 3rd | 17.4% | 3.4M | 0% | +0.5 pointsmoved from 4th to 3rd | |
| 4, moved from 5th to 4th | 14.3% | 2.7M | 0% | +0.4 pointsmoved from 5th to 4th | |
| 5, moved from 3rd to 5th | 14.3% | 2.7M | -18.2% | -2.6 pointsmoved from 3rd to 5th | |
| 6, held 6th | 6.4% | 1.2M | 0% | +0.2 points | |
| 7, held 7th | 5.2% | 1M | 0% | +0.2 points | |
| 8, held 8th | 2.9% | 550K | 0% | +0.1 points | |
| 9, held 9th | 0.89% | 171K | +6.9% | +0.1 points |
21.3%
Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.6 points.
17.4%
Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.
17.4%
Moved from 4th to 3rd. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.
4.
Guess14.3%
Moved from 5th to 4th. 2.7M estimated branded searches, 0% vs prior month. Share +0.4 points.
5.
Lacoste14.3%
Moved from 3rd to 5th. 2.7M estimated branded searches, -18.2% vs prior month. Share -2.6 points.
6.4%
Held 6th. 1.2M estimated branded searches, 0% vs prior month. Share +0.2 points.
5.2%
Held 7th. 1M estimated branded searches, 0% vs prior month. Share +0.2 points.
2.9%
Held 8th. 550K estimated branded searches, 0% vs prior month. Share +0.1 points.
9.
COS0.89%
Held 9th. 171K estimated branded searches, +6.9% vs prior month. Share +0.1 points.
Compare popularity between COS and its closest rivals
Every comparison with COS
8 comparisons
How has branded search demand for COS changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for COS worldwide fell from 184K to 171K.
- Across the 12 months ending September 2026, COS’s share of searches among premium fashion brands worldwide held steady, from 0.87% to 0.89%.
How did search popularity change for premium fashion brands worldwide in September 2026?
6 changes
In September 2026, Tommy Hilfiger overtook Lacoste to rank 3rd among premium fashion brands worldwide, with 17.4% of the searches.
In September 2026, Ralph Lauren gained share of searches among premium fashion brands worldwide, from 20.6% to 21.3%.
In September 2026, Calvin Klein gained share of searches among premium fashion brands worldwide, from 16.9% to 17.4%.
In September 2026, Lacoste lost share of searches among premium fashion brands worldwide, from 16.9% to 14.3%.
In September 2026, Guess rose from 5th to 4th among premium fashion brands worldwide.
Estimated monthly branded searches for Bottega Veneta worldwide rose 22% over 12 measured months, from 1M to 1.2M in September 2026.
How are COS’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using COS’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- cos clothing
- cos stores
Who owns COS?
COS is owned by 
H&M. Brandwave also tracks H&M, owned by the same company, worldwide.
Do you work for COS? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is COS your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.