--- title: "COS: search popularity worldwide" description: "A fashion brand from H&M Group known for minimal, modern clothing. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/cos" publisher: "Brandwave" --- # COS: search popularity worldwide A fashion brand from H&M Group known for minimal, modern clothing. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: COS - **Owned by**: H&M - **Market**: Global - **Measured month**: Sep 2026 - **Share of Search among premium fashion brands**: 0.89% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Premium fashion brands | 9 | 0.89% | 171K | - [Premium fashion brands](/demand/global-en/categories/premium-fashion-brands) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Ralph Lauren | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | COS | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Bottega Veneta | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Brunello Cucinelli | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Calvin Klein | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tommy Hilfiger | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Guess | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Lacoste | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hugo Boss | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about premium fashion brands - Asked ChatGPT "Which premium fashion brand should I shop at?": 1. Ralph Lauren, 2. COS - Asked ChatGPT "What are the best premium fashion brands?": 1. Brunello Cucinelli, 2. Bottega Veneta, 3. Ralph Lauren - Asked ChatGPT "What's the best premium fashion brand for a better wardrobe?": 1. COS, 2. Ralph Lauren - Searched Google, AI Overview "premium fashion brands": 1. Ralph Lauren, 2. Bottega Veneta, 3. Brunello Cucinelli - Searched Google, AI Overview "best fashion brands": named none of the brands we track Not named in any answer: Calvin Klein, Tommy Hilfiger, Guess, Lacoste and Hugo Boss. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How has branded search demand for COS changed worldwide over the last 12 months? - 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? - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Premium fashion brands | 184K | 0.87% | 9 | | Nov 2025 | Premium fashion brands | 184K | 0.65% | 9 | | Dec 2025 | Premium fashion brands | 151K | 0.57% | 9 | | Jan 2026 | Premium fashion brands | 151K | 0.67% | 9 | | Feb 2026 | Premium fashion brands | 140K | 0.76% | 9 | | Mar 2026 | Premium fashion brands | 151K | 0.72% | 9 | | Apr 2026 | Premium fashion brands | 140K | 0.78% | 9 | | May 2026 | Premium fashion brands | 171K | 0.85% | 9 | | Jun 2026 | Premium fashion brands | 151K | 0.81% | 9 | | Jul 2026 | Premium fashion brands | 140K | 0.72% | 9 | | Aug 2026 | Premium fashion brands | 160K | 0.81% | 9 | | Sep 2026 | Premium fashion brands | 171K | 0.89% | 9 | ## How are COS’s branded searches counted? 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” ## Which premium fashion brands compete with COS? - [Ralph Lauren](/demand/global-en/brands/ralph-lauren) - [Calvin Klein](/demand/global-en/brands/calvin-klein) - [Tommy Hilfiger](/demand/global-en/brands/tommy-hilfiger) - [Guess](/demand/global-en/brands/guess): Head-to-head: /demand/global-en/compare/cos-vs-guess - [Lacoste](/demand/global-en/brands/lacoste): Head-to-head: /demand/global-en/compare/cos-vs-lacoste - [Bottega Veneta](/demand/global-en/brands/bottega-veneta): Head-to-head: /demand/global-en/compare/bottega-veneta-vs-cos - [Hugo Boss](/demand/global-en/brands/hugo-boss): Head-to-head: /demand/global-en/compare/cos-vs-hugo-boss - [Brunello Cucinelli](/demand/global-en/brands/brunello-cucinelli): Head-to-head: /demand/global-en/compare/brunello-cucinelli-vs-cos ## Who owns COS? COS is owned by H&M. Brandwave also tracks H&M, owned by the same company, worldwide. - [H&M](/demand/global-en/companies/h-and-m): Owns 2 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns COS? COS is owned by H&M. Brandwave also tracks H&M, owned by the same company, worldwide. ## Cite this page Brandwave. "COS: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/cos This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/cos. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.