Brandwave

How popular isFred Perry?

In September 2026, people searched for Fred Perry by name about 618,000 times worldwide, about the same as the previous year. These searches made up 17.2% of all global polo shirt brand searches, placing Fred Perry second out of 12 brands. When we asked both ChatGPT and Google AI Overviews about polo shirt brands, Fred Perry appeared in one of the five answers and was the eighth most recommended of the 12.

Search and AI answers in September 2026

Fred Perry is the second most searched of 12 competitors and the eighth most recommended in AI answers.

  1. Ralph LaurenShare of searches 28%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Fred PerryShare of searches 17.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  3. LacosteShare of searches 15.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. Peter MillarShare of searches 15.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. Hugo BossShare of searches 6.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+7 more

Fred Perry website (opens in a new tab)

Follow Fred Perry and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top polo shirt brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fred Perry was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Fred Perry is the eighth most recommended of the 12.

Most recommended by AI

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

  1. Ralph Lauren1st
  2. Lacoste2nd
  3. Peter Millar3rd
  4. J.Crew4th
  5. Uniqlo5th
  6. Sunspel6th
  7. Brooks Brothers7th
  8. Fred Perry8th
  9. Hugo Boss–
  10. Tommy Hilfiger–
  11. +2 more

Mentioned by AI

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

  • Ralph Lauren4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lacoste3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uniqlo3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • J.Crew3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Peter Millar2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fred Perry1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sunspel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Brooks Brothers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hugo Boss0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy Hilfiger0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about polo shirt 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 25, 2026.

Which polo shirt brands compete with Fred Perry?

Fred Perry against polo shirt brands worldwide, by month

Share of searches by month for Ralph Lauren, Fred Perry, Lacoste, Peter Millar, Hugo Boss, Tommy Hilfiger, Sunspel, Brooks Brothers, Uniqlo, Psycho Bunny. The figures are in the table below the chart.

View monthly share of searches table
MonthRalph LaurenFred PerryLacostePeter MillarHugo BossTommy HilfigerSunspelBrooks BrothersUniqloPsycho BunnyOriginal PenguinJ.Crew
Oct 202535.2%22.9%15.8%2.6%7.3%4.7%1.2%2.1%2.6%3.2%2.1%0.32%
Nov 202537.7%20%16.9%2.3%7.8%5.1%1%1.5%2.3%3.4%1.8%0.28%
Dec 202539.7%21.1%14.6%2.4%8.3%4.4%0.87%1.3%1.9%2.9%2.4%0.24%
Jan 202631.9%23.9%17.5%2.3%7.1%5.2%1.3%1.9%2.9%2.9%2.9%0.31%
Feb 202642%19.5%15.4%2.1%6.3%4.6%1.4%1.7%2.5%2.5%1.7%0.31%
Mar 202640.4%20.2%14.8%2.4%6.9%4.4%2%2%2.4%2.4%1.6%0.47%
Apr 202640.6%18.9%14.9%5.5%5.7%3.7%3%1.6%2.4%2%1.3%0.38%
May 202640.6%17.7%15%5.5%5%3.7%4.5%1.6%2.4%2%1.6%0.4%
Jun 202641.1%15.6%15.1%6.8%5%3.7%3.7%2%2.5%1.7%2.5%0.4%
Jul 202636.9%17.2%16.6%6.1%5.6%4.1%5%1.8%2.2%1.8%2.2%0.44%
Aug 202628.1%18.2%15.4%12.6%6.3%4.6%5.6%2.1%2.5%2.1%2.1%0.5%
Sep 202628%17.2%15.4%15.4%6.3%4.6%3.8%2.5%2.5%2.1%1.7%0.48%

  1. 1.Ralph Lauren

    28%

    Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

  2. 2.Fred Perry

    17.2%

    Held 2nd. 67.6K estimated branded searches, -22.8% vs prior month. Share -1 points.

  3. 3.Lacoste

    15.4%

    Held 3rd. 60.5K estimated branded searches, -18.2% vs prior month. Share 0 points.

  4. 4.Peter Millar

    15.4%

    Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share +2.8 points.

  5. 5.Hugo Boss

    6.3%

    Held 5th. 24.7K estimated branded searches, -18.2% vs prior month. Share 0 points.

  6. 6.Tommy Hilfiger

    4.6%

    Moved from 7th to 6th. 18.1K estimated branded searches, -18.5% vs prior month. Share 0 points.

  7. 7.Sunspel

    3.8%

    Moved from 6th to 7th. 14.8K estimated branded searches, -45.4% vs prior month. Share -1.9 points.

  8. 8.Brooks Brothers

    2.5%

    Moved from 9th to 8th. 9.9K estimated branded searches, 0% vs prior month. Share +0.5 points.

  9. 9.Uniqlo

    2.5%

    Moved from 8th to 9th. 9.9K estimated branded searches, -18.2% vs prior month. Share 0 points.

  10. 10.Psycho Bunny

    2.1%

    Moved from 11th to 10th. 8.1K estimated branded searches, -18.2% vs prior month. Share 0 points.

  11. 11.Original Penguin

    1.7%

    Moved from 10th to 11th. 6.6K estimated branded searches, -33.3% vs prior month. Share -0.4 points.

  12. 12.J.Crew

    0.48%

    Held 12th. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.

Fred Perry, Ralph Lauren and 8 other brands sell other things too, so only their searches that name this product count here, like “fred perry polo”.

Compare popularity between Fred Perry and its closest rivals

Every comparison with Fred Perry

11 comparisons

How has branded search demand for Fred Perry changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fred Perry worldwide held steady, from 622K to 618K.
  • Across the 12 months ending September 2026, Fred Perry’s share of searches among polo shirt brands worldwide decreased from 22.9% to 17.2%.
  • Across the 12 months ending September 2026, Fred Perry’s share of searches among polo shirt brands worldwide peaked at 23.9% in January 2026 and was lowest at 15.6% in June 2026.

How did search popularity change for polo shirt brands worldwide in September 2026?

6 changes

  1. In September 2026, Peter Millar gained share of searches among polo shirt brands worldwide, from 12.6% to 15.4%.

  2. In September 2026, Sunspel lost share of searches among polo shirt brands worldwide, from 5.6% to 3.8%.

  3. In September 2026, Fred Perry lost share of searches among polo shirt brands worldwide, from 18.2% to 17.2%.

  4. Hugo Boss’ share of searches among polo shirt brands worldwide has gained ground for 3 months in a row, from 5% to 6.3% in September 2026.

  5. Ralph Lauren’s share of searches among polo shirt brands worldwide has lost ground for 3 months in a row, from 41.1% to 28% in September 2026.

  6. Original Penguin’s share of searches among polo shirt brands worldwide has lost ground for 3 months in a row, from 2.5% to 1.7% in September 2026.

How are Fred Perry’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Fred Perry’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.

  • fred perry
  • fred perry polo
  • fred perry polo shirt

Do you work for Fred Perry? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Fred Perry 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.

Start free