---
title: "Guess: search popularity worldwide"
description: "Guess is a premium fashion brand sold in New Zealand. 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/guess"
publisher: "Brandwave"
---

# Guess: search popularity worldwide

Guess is a premium fashion brand sold in New Zealand. 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**: Guess
- **Market**: Global
- **Measured month**: Sep 2026
- **Share of Search among premium fashion brands**: 15.9%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Premium fashion brands | 4 | 15.9% | 2.7M |

- [Premium fashion brands](/demand/global-en/categories/premium-fashion-brands)

## How has branded search demand for Guess changed worldwide over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for Guess worldwide rose from 2.2M to 2.7M.
- Across the 12 months ending September 2026, Guess’ estimated Share of Search among premium fashion brands worldwide increased from 11.5% to 15.9%.
- Across the 12 months ending September 2026, Guess’ estimated Share of Search among premium fashion brands worldwide peaked at 16.2% in January 2026 and was lowest at 11.5% in October 2025.
- Across the 12 months ending September 2026, Guess rose from 5th to 4th among premium fashion brands worldwide.

## How did search popularity change for premium fashion brands worldwide in September 2026?

- In September 2026, Tommy Hilfiger overtook Lacoste to rank 3rd among premium fashion brands worldwide, with 19.4% estimated Share of Search.
- In September 2026, Guess overtook Lacoste to rank 4th among premium fashion brands worldwide, with 15.9% estimated Share of Search.
- In September 2026, Ralph Lauren gained estimated Share of Search among premium fashion brands worldwide, from 22.9% to 23.7%.
- In September 2026, Calvin Klein gained estimated Share of Search among premium fashion brands worldwide, from 18.7% to 19.4%.
- In September 2026, Lacoste lost estimated Share of Search among premium fashion brands worldwide, from 18.7% to 15.9%.
- Estimated monthly branded searches for Hugo Boss worldwide fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Premium fashion brands | 2.2M | 11.5% | 5 |
| Nov 2025 | Premium fashion brands | 3.4M | 12.6% | 5 |
| Dec 2025 | Premium fashion brands | 3.4M | 13.7% | 5 |
| Jan 2026 | Premium fashion brands | 3.4M | 16.2% | 4 |
| Feb 2026 | Premium fashion brands | 2.2M | 13.4% | 5 |
| Mar 2026 | Premium fashion brands | 2.7M | 14.4% | 5 |
| Apr 2026 | Premium fashion brands | 2.2M | 14% | 5 |
| May 2026 | Premium fashion brands | 2.7M | 15.1% | 5 |
| Jun 2026 | Premium fashion brands | 2.2M | 13.3% | 5 |
| Jul 2026 | Premium fashion brands | 2.7M | 15.3% | 5 |
| Aug 2026 | Premium fashion brands | 2.7M | 15.3% | 5 |
| Sep 2026 | Premium fashion brands | 2.7M | 15.9% | 4 |

## How is Guess measured?

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

- “guess”

## Which premium fashion brands compete with Guess?

- [Ralph Lauren](/demand/global-en/brands/ralph-lauren): Head-to-head: /demand/global-en/compare/guess-vs-ralph-lauren
- [Calvin Klein](/demand/global-en/brands/calvin-klein): Head-to-head: /demand/global-en/compare/calvin-klein-vs-guess
- [Tommy Hilfiger](/demand/global-en/brands/tommy-hilfiger): Head-to-head: /demand/global-en/compare/guess-vs-tommy-hilfiger
- [Lacoste](/demand/global-en/brands/lacoste): Head-to-head: /demand/global-en/compare/guess-vs-lacoste
- [Hugo Boss](/demand/global-en/brands/hugo-boss): Head-to-head: /demand/global-en/compare/guess-vs-hugo-boss

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Guess: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/guess

This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/guess. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.