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 74.9% of all global work pants brand searches, placing Duluth Trading first out of seven brands. When we asked both ChatGPT and Google AI Overviews about work pants brands, Duluth Trading appeared in three of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Duluth Trading is the most searched of 7 competitors and the third most recommended in AI answers.

  1. Duluth TradingShare of searches 74.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. CarharttShare of searches 10.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. DickiesShare of searches 6.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. 1620 WorkwearShare of searches 4.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. CaterpillarShare of searches 2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+2 more

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Top work pants brands in ChatGPT and Google AI Overviews

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

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. Wrangler RIGGS Workwear4th
  5. 1620 Workwear5th
  6. Caterpillar–
  7. Bisley–

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
  • Dickies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Duluth Trading3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • 1620 Workwear2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wrangler RIGGS Workwear2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Caterpillar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bisley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about work pants 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 pants brands compete with Duluth Trading?

Duluth Trading against work pants brands worldwide, by month

Share of searches by month for Duluth Trading, Carhartt, Dickies, 1620 Workwear. The figures are in the table below the chart.

View monthly share of searches table
MonthDuluth TradingCarharttDickies1620 WorkwearCaterpillarWrangler RIGGS WorkwearBisley
Oct 202581.7%6%7.3%2.7%1.2%0.98%0.09%
Nov 202587.4%6.4%2.9%1.9%0.7%0.57%0.05%
Dec 202588%6.5%2.9%1.6%0.47%0.58%0.03%
Jan 202682.3%9.1%4%2.7%0.81%0.98%0.07%
Feb 202679%10.6%4.8%3.2%1.2%1.2%0.13%
Mar 202680.4%10.8%4%2.6%0.96%1.2%0.1%
Apr 202682.6%9.1%4.1%2.2%0.99%0.99%0.11%
May 202682.1%7.4%4.9%2.7%1.5%1.2%0.16%
Jun 202680.5%8.9%4.8%2.6%1.4%1.4%0.19%
Jul 202681.4%7.3%4.9%3.3%1.5%1.5%0.19%
Aug 202675.5%10.2%6.8%3.7%2%1.6%0.18%
Sep 202674.9%10.1%6.7%4.5%2%1.6%0.18%

  1. 1.Duluth Trading

    74.9%

    Held 1st. 165K estimated branded searches, 0% vs prior month. Share -0.6 points.

  2. 2.Carhartt

    10.1%

    Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Dickies

    6.7%

    Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.1620 Workwear

    4.5%

    Held 4th. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.8 points.

  5. 5.Caterpillar

    2%

    Held 5th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Wrangler RIGGS Workwear

    1.6%

    Held 6th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Bisley

    0.18%

    Held 7th. 390 estimated branded searches, 0% vs prior month. Share 0 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 pants brands worldwide decreased from 81.7% to 74.9%.
  • Across the 12 months ending September 2026, Duluth Trading’s share of searches among work pants brands worldwide peaked at 88% in December 2025 and was lowest at 74.9% in September 2026.

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

6 changes

  1. In September 2026, 1620 Workwear gained share of searches among work pants brands worldwide, from 3.7% to 4.5%.

  2. In September 2026, Duluth Trading lost share of searches among work pants brands worldwide, from 75.5% to 74.9%.

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

  4. Estimated monthly branded searches for Caterpillar worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

  5. Estimated monthly branded searches for Wrangler RIGGS Workwear worldwide fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.

  6. Estimated monthly branded searches for Carhartt worldwide fell 18.1% over 12 measured months, from 27.1K to 22.2K 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%Show ranking
Work pants brands1st of 774.9%Shown above
Creator with pink hair and a pink jacket

Is Duluth Trading your brand?

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