--- title: "Fjällräven: search popularity worldwide" description: "A Swedish outdoor clothing and backpack brand. 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/fjallraven" publisher: "Brandwave" --- # Fjällräven: search popularity worldwide A Swedish outdoor clothing and backpack brand. 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**: Fjällräven - **Market**: Global - **Measured month**: Sep 2026 - **Share of Search among school bags**: 2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | School bags | 4 | 2% | 673K | | Backpack brands | 2 | 10.9% | 673K | - [School bags](/demand/global-en/categories/school-bags) - [Backpack brands](/demand/global-en/categories/backpack-brands) ## Top school bags in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Fjällräven was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Fjällräven is the fifth most recommended of the eight. 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 | | --- | --- | --- | --- | --- | | JanSport | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | The North Face | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Herschel | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Nike | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Fjällräven | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Under Armour | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Smiggle | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Eastpak | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about school bags - Asked ChatGPT "Which school bag brand should I buy?": 1. JanSport, 2. Herschel, 3. The North Face - Asked ChatGPT "What are the best school bag brands?": 1. JanSport, 2. The North Face, 3. Herschel, 4. Under Armour, 5. Fjällräven - Asked ChatGPT "What's the best school bag brand for everyday school use?": 1. JanSport, 2. The North Face, 3. Herschel, 4. Nike - Searched Google, AI Overview "school backpack": 1. JanSport, 2. Nike, 3. The North Face, 4. Herschel, 5. Fjällräven - Searched Google, AI Overview "school bag brands": 1. JanSport, 2. The North Face, 3. Fjällräven, 4. Nike, 5. Herschel Not named in any answer: Smiggle and Eastpak. 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 Fjällräven changed worldwide over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Fjällräven worldwide held steady at 673K. - Across the 12 months ending September 2026, Fjällräven’s share of searches among school bags worldwide held steady, from 1.8% to 2%. - Across the 12 months ending September 2026, Fjällräven’s share of searches among backpack brands worldwide increased from 7.9% to 10.9%. - Across the 12 months ending September 2026, Fjällräven’s share of searches among backpack brands worldwide peaked at 10.9% in September 2026 and was lowest at 7.1% in January 2026. ## How did search popularity change for school bags worldwide in September 2026? - In September 2026, The North Face gained share of searches among school bags worldwide, from 10.7% to 12.3%. - In September 2026, JanSport lost share of searches among school bags worldwide, from 2% to 0.61%. - Fjällräven’s share of searches among school bags worldwide has gained ground for 3 months in a row, from 1.4% to 2% in September 2026. - In September 2026, Smiggle rose from 6th to 5th among school bags worldwide. - Estimated monthly branded searches for Eastpak worldwide rose 49.7% over 12 measured months, from 18.1K to 27.1K in September 2026. - Estimated monthly branded searches for Herschel worldwide rose 18.5% over 12 measured months, from 162K to 192K in September 2026. ## How did search popularity change for backpack brands worldwide in September 2026? - In September 2026, Fjällräven overtook JanSport to rank 2nd among backpack brands worldwide, with 10.9% of the searches. - In September 2026, Peak Design overtook Osprey to rank 6th among backpack brands worldwide, with 3.3% of the searches. - In September 2026, The North Face gained share of searches among backpack brands worldwide, from 50% to 65.9%. - In September 2026, JanSport lost share of searches among backpack brands worldwide, from 22.9% to 7.2%. - In September 2026, Herschel lost share of searches among backpack brands worldwide, from 6.9% to 4.6%. - GORUCK’s share of searches among backpack brands worldwide has lost ground for 3 months in a row, from 1.6% to 0.98% in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | School bags | 673K | 1.8% | 4 | | Nov 2025 | School bags | 1M | 1.9% | 4 | | Dec 2025 | School bags | 823K | 1.8% | 4 | | Jan 2026 | School bags | 673K | 1.6% | 4 | | Feb 2026 | School bags | 550K | 1.6% | 4 | | Mar 2026 | School bags | 550K | 1.4% | 4 | | Apr 2026 | School bags | 450K | 1.4% | 4 | | May 2026 | School bags | 550K | 1.7% | 4 | | Jun 2026 | School bags | 450K | 1.4% | 4 | | Jul 2026 | School bags | 550K | 1.7% | 4 | | Aug 2026 | School bags | 673K | 2% | 4 | | Sep 2026 | School bags | 673K | 2% | 4 | | Oct 2025 | Backpack brands | 673K | 7.9% | 2 | | Nov 2025 | Backpack brands | 1M | 7.4% | 2 | | Dec 2025 | Backpack brands | 823K | 7.3% | 2 | | Jan 2026 | Backpack brands | 673K | 7.1% | 2 | | Feb 2026 | Backpack brands | 550K | 8.2% | 2 | | Mar 2026 | Backpack brands | 550K | 9.9% | 2 | | Apr 2026 | Backpack brands | 450K | 10.3% | 2 | | May 2026 | Backpack brands | 550K | 10.5% | 2 | | Jun 2026 | Backpack brands | 450K | 9.5% | 3 | | Jul 2026 | Backpack brands | 550K | 8.5% | 3 | | Aug 2026 | Backpack brands | 673K | 9.2% | 3 | | Sep 2026 | Backpack brands | 673K | 10.9% | 2 | ## How are Fjällräven’s branded searches counted? Brandwave collects information about searches that people make online using Fjällräven’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. - “fjallraven” ## Which school bags compete with Fjällräven? - [Nike](/demand/global-en/brands/nike): Head-to-head: /demand/global-en/compare/fjallraven-vs-nike - [The North Face](/demand/global-en/brands/the-north-face): Head-to-head: /demand/global-en/compare/fjallraven-vs-the-north-face - [Under Armour](/demand/global-en/brands/under-armour): Head-to-head: /demand/global-en/compare/fjallraven-vs-under-armour - [Smiggle](/demand/global-en/brands/smiggle): Head-to-head: /demand/global-en/compare/fjallraven-vs-smiggle - [JanSport](/demand/global-en/brands/jansport): Head-to-head: /demand/global-en/compare/fjallraven-vs-jansport - [Herschel](/demand/global-en/brands/herschel) - [Eastpak](/demand/global-en/brands/eastpak) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Fjällräven: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/fjallraven This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/fjallraven. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.