How popular isFjällräven?
In September 2026, people searched for Fjällräven by name about 673,000 times worldwide, about the same as the previous year. These searches made up 2% of all global school bag searches, placing Fjällräven fourth out of eight bags. When we asked both ChatGPT and Google AI Overviews about school bags, Fjällräven appeared in three of the five answers and was the fifth most recommended of the eight.
Fjällräven is the fourth most searched of 8 competitors and the fifth most recommended in AI answers.
NikeShare of searches 73.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
The North FaceShare of searches 12.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
Under ArmourShare of searches 10.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
FjällrävenShare of searches 2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
SmiggleShare of searches 0.91%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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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.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
JanSport1st- The North Face2nd
Herschel3rd- Nike4th
- Fjällräven5th
- Under Armour6th
- Smiggle–
Eastpak–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- The North Face5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- JanSport5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Herschel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Nike3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fjällräven3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Under Armour1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Smiggle0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Eastpak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about school bags
5 answers
Asked ChatGPT
“Which school bag brand should I buy?”
Asked ChatGPT
“What are the best school bag brands?”
Asked ChatGPT
“What's the best school bag brand for everyday school use?”
Searched Google, AI Overview
“school backpack”
Searched Google, AI Overview
“school bag brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Which school bags compete with Fjällräven?
Share of searches by month for Nike, The North Face, Under Armour, Fjällräven. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nike | The North Face | Under Armour | Fjällräven | Smiggle | JanSport | Herschel | Eastpak |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 67.3% | 18.1% | 11% | 1.8% | 0.81% | 0.45% | 0.44% | 0.05% |
| Nov 2025 | 66.7% | 20.6% | 9.3% | 1.9% | 0.83% | 0.31% | 0.37% | 0.03% |
| Dec 2025 | 66.3% | 19.6% | 10.8% | 1.8% | 0.79% | 0.36% | 0.43% | 0.04% |
| Jan 2026 | 69% | 17.6% | 9.7% | 1.6% | 1.1% | 0.58% | 0.45% | 0.04% |
| Feb 2026 | 71.8% | 14.7% | 9.9% | 1.6% | 0.73% | 0.73% | 0.46% | 0.04% |
| Mar 2026 | 76.9% | 9.6% | 10.5% | 1.4% | 0.63% | 0.51% | 0.41% | 0.05% |
| Apr 2026 | 77.6% | 8.6% | 10.6% | 1.4% | 0.78% | 0.52% | 0.5% | 0.05% |
| May 2026 | 75.7% | 10.2% | 10.3% | 1.7% | 0.93% | 0.62% | 0.5% | 0.06% |
| Jun 2026 | 76.9% | 8.6% | 10.6% | 1.4% | 1.2% | 0.78% | 0.53% | 0.06% |
| Jul 2026 | 74.5% | 10.1% | 10.1% | 1.7% | 1.4% | 1.7% | 0.6% | 0.08% |
| Aug 2026 | 73.2% | 10.7% | 9.8% | 2% | 1.3% | 2% | 0.84% | 0.15% |
| Sep 2026 | 73.4% | 12.3% | 10.1% | 2% | 0.91% | 0.61% | 0.58% | 0.08% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 73.4% | 24.3M | -2.4% | +0.2 points | |
| 2, held 2nd | 12.3% | 4.1M | +11.2% | +1.5 points | |
| 3, held 3rd | 10.1% | 3.4M | 0% | +0.3 points | |
| 4, held 4th | 2% | 673K | 0% | +0.1 points | |
| 5, moved from 6th to 5th | 0.91% | 301K | -33.1% | -0.4 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 0.61% | 201K | -70.1% | -1.4 pointsmoved from 5th to 6th | |
| 7, held 7th | 0.58% | 192K | -32.9% | -0.3 points | |
| 8, held 8th | 0.08% | 27.1K | -45.3% | -0.1 points |
1.
Nike73.4%
Held 1st. 24.3M estimated branded searches, -2.4% vs prior month. Share +0.2 points.
12.3%
Held 2nd. 4.1M estimated branded searches, +11.2% vs prior month. Share +1.5 points.
10.1%
Held 3rd. 3.4M estimated branded searches, 0% vs prior month. Share +0.3 points.
2%
Held 4th. 673K estimated branded searches, 0% vs prior month. Share +0.1 points.
5.
Smiggle0.91%
Moved from 6th to 5th. 301K estimated branded searches, -33.1% vs prior month. Share -0.4 points.
6.
JanSport0.61%
Moved from 5th to 6th. 201K estimated branded searches, -70.1% vs prior month. Share -1.4 points.
7.
Herschel0.58%
Held 7th. 192K estimated branded searches, -32.9% vs prior month. Share -0.3 points.
8.
Eastpak0.08%
Held 8th. 27.1K estimated branded searches, -45.3% vs prior month. Share -0.1 points.
Compare popularity between Fjällräven and its closest rivals
Every comparison with Fjällräven
14 comparisons
- Fjällräven vs Nike
- Fjällräven vs The North Face
- Fjällräven vs Under Armour
- Fjällräven vs Smiggle
- Bellroy vs Fjällräven
- Fjällräven vs JanSport
- Fjällräven vs Peak Design
- Fjällräven vs Herschel
- Fjällräven vs Osprey
- Fjällräven vs GORUCK
- Aer vs Fjällräven
- Eastpak vs Fjällräven
- Fjällräven vs NOMATIC
- Deuter vs Fjällräven
How has branded search demand for Fjällräven changed worldwide over the last 12 months?
2 findings
- 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%.
How did search popularity change for school bags worldwide in September 2026?
6 changes
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 are Fjällräven’s branded searches counted?
1 search term
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
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Where does Fjällräven compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| School bags | 4th of 8 | 2% | Shown above |
| Backpack brands | 2nd of 11 | 10.9% | Show ranking |
Is Fjällräven 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.