Brandwave

How popular isDuluth Trading?

In September 2026, people searched for Duluth Trading by name about 165,000 times worldwide, a 55.2% decrease from the previous year. These searches made up 10.5% of all global work trousers brand searches, placing Duluth Trading third out of eight brands. When we asked both ChatGPT and Google AI Overviews about work trousers brands, Duluth Trading appeared in two of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Duluth Trading is the third most searched of 8 competitors and the third most recommended in AI answers.

  1. DeWaltShare of searches 42.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Helly HansenShare of searches 35.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Duluth TradingShare of searches 10.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. PortwestShare of searches 3.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Snickers WorkwearShare of searches 3.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top work trousers brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Duluth Trading was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Duluth Trading is the third most recommended of the eight.

Most recommended by AI

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

  1. Carhartt1st
  2. Dickies2nd
  3. Duluth Trading3rd
  4. Snickers Workwear4th
  5. DeWalt–
  6. Helly Hansen–
  7. Portwest–
  8. Mascot–

Mentioned by AI

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

  • Carhartt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dickies4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snickers Workwear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Duluth Trading2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Helly Hansen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Portwest0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mascot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about work trousers 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 21, 2026.

Which work trousers brands compete with Duluth Trading?

Duluth Trading against work trousers brands worldwide, by month

Share of searches by month for DeWalt, Helly Hansen, Duluth Trading, Portwest, Snickers Workwear. The figures are in the table below the chart.

View monthly share of searches table
MonthDeWaltHelly HansenDuluth TradingPortwestSnickers WorkwearMascotCarharttDickies
Oct 202532.1%39.3%17.6%3.5%3.5%1.6%0.86%1.6%
Nov 202527.9%41.4%22.8%2.5%2.5%1.4%0.75%0.75%
Dec 202530.7%37.3%25.1%1.8%2.3%1%1%0.83%
Jan 202630.3%45%16.5%2.7%2.7%1%1%0.81%
Feb 202638.1%38.1%13.9%3.4%3.4%1.3%1%0.84%
Mar 202642.1%28.1%18.8%3.8%3.8%1.4%1.1%0.92%
Apr 202644.9%24.5%20.1%3.3%4%1.2%0.99%0.99%
May 202643.9%29.3%16%3.2%3.9%1.4%1.2%0.96%
Jun 202648.1%26.3%14.4%4.3%3.5%1.3%1.3%0.86%
Jul 202643.4%29%15.8%4.8%3.2%1.4%1.4%0.95%
Aug 202646.5%31.1%11.4%3.4%3.4%1.5%1.5%1%
Sep 202642.9%35.1%10.5%3.9%3.9%1.7%1.2%0.94%

  1. 1.DeWalt

    42.9%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -3.6 points.

  2. 2.Helly Hansen

    35.1%

    Held 2nd. 550K estimated branded searches, +22.2% vs prior month. Share +3.9 points.

  3. 3.Duluth Trading

    10.5%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share -0.9 points.

  4. 4.Portwest

    3.9%

    Held 4th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  5. 5.Snickers Workwear

    3.9%

    Held 5th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  6. 6.Mascot

    1.7%

    Moved from 7th to 6th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.2 points.

  7. 7.Carhartt

    1.2%

    Moved from 6th to 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.4 points.

  8. 8.Dickies

    0.94%

    Held 8th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between Duluth Trading and its closest rivals

Every comparison with Duluth Trading

11 comparisons

How has branded search demand for Duluth Trading changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Duluth Trading worldwide fell from 368K to 165K.
  • Across the 12 months ending September 2026, Duluth Trading’s share of searches among work trousers brands worldwide decreased from 17.6% to 10.5%.
  • Across the 12 months ending September 2026, Duluth Trading’s share of searches among work trousers brands worldwide peaked at 25.1% in December 2025 and was lowest at 10.5% in September 2026.

How did search popularity change for work trousers brands worldwide in September 2026?

6 changes

  1. In September 2026, Helly Hansen gained share of searches among work trousers brands worldwide, from 31.1% to 35.1%.

  2. In September 2026, DeWalt lost share of searches among work trousers brands worldwide, from 46.5% to 42.9%.

  3. In September 2026, Duluth Trading lost share of searches among work trousers brands worldwide, from 11.4% to 10.5%.

  4. In September 2026, Mascot rose from 7th to 6th among work trousers brands worldwide.

  5. In September 2026, Carhartt fell from 6th to 7th among work trousers brands worldwide.

  6. Estimated monthly branded searches for Dickies worldwide fell 55.3% over 12 measured months, from 33.1K to 14.8K in September 2026.

How are Duluth Trading’s branded searches counted?

1 search term

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

  • duluth trading

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How the Brand Demand Index is measured

Where does Duluth Trading compete?

Duluth Trading 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
Work trousers brands3rd of 810.5%Shown above
Work pants brands1st of 774.9%Show ranking
Creator with pink hair and a pink jacket

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