How popular isCOS in search?
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. These are worldwide searches for English-language branded terms.
Ralph Lauren21.3%
Calvin Klein17.4%
Tommy Hilfiger17.4%
Guess14.3%
Lacoste14.3%
Bottega Veneta6.4%
Hugo Boss5.2%
Brunello Cucinelli2.9%
COS0.89%
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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 search 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.