How popular isGuess in search?
In September 2026, there were an estimated 2.7M branded searches for Guess worldwide which is up 22.3% over the last 12 months. Guess holds 15.9% estimated Share of Search among premium fashion brands worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Ralph Lauren23.7%
Calvin Klein19.4%Tommy Hilfiger19.4%
Guess15.9%
Lacoste15.9%
Hugo Boss5.8%
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Which premium fashion brands compete with Guess?
Share of Search by month for Ralph Lauren, Calvin Klein, Tommy Hilfiger, Guess, Lacoste, Hugo Boss. The figures are in the table below the chart.
View monthly share of search table
| Month | Ralph Lauren | Calvin Klein | Tommy Hilfiger | Guess | Lacoste | Hugo Boss |
|---|---|---|---|---|---|---|
| Oct 2025 | 25.6% | 17.2% | 20.9% | 11.5% | 17.2% | 7.7% |
| Nov 2025 | 23.1% | 18.9% | 23.1% | 12.6% | 15.4% | 6.9% |
| Dec 2025 | 25% | 16.7% | 20.4% | 13.7% | 16.7% | 7.5% |
| Jan 2026 | 24.2% | 16.2% | 19.8% | 16.2% | 16.2% | 7.3% |
| Feb 2026 | 20% | 24.4% | 20% | 13.4% | 16.3% | 6% |
| Mar 2026 | 17.6% | 26.3% | 17.6% | 14.4% | 17.6% | 6.4% |
| Apr 2026 | 20.9% | 20.9% | 20.9% | 14% | 17.1% | 6.2% |
| May 2026 | 18.5% | 22.6% | 18.5% | 15.1% | 18.5% | 6.7% |
| Jun 2026 | 19.9% | 19.9% | 19.9% | 13.3% | 19.9% | 7.2% |
| Jul 2026 | 18.7% | 18.7% | 22.9% | 15.3% | 18.7% | 5.6% |
| Aug 2026 | 22.9% | 18.7% | 18.7% | 15.3% | 18.7% | 5.6% |
| Sep 2026 | 23.7% | 19.4% | 19.4% | 15.9% | 15.9% | 5.8% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 23.7% | 4.1M | 0% | +0.8 points | |
| 2, held 2nd | 19.4% | 3.4M | 0% | +0.7 points | |
| 3, moved from 4th to 3rd | 19.4% | 3.4M | 0% | +0.7 pointsmoved from 4th to 3rd | |
| 4, moved from 5th to 4th | 15.9% | 2.7M | 0% | +0.5 pointsmoved from 5th to 4th | |
| 5, moved from 3rd to 5th | 15.9% | 2.7M | -18.2% | -2.9 pointsmoved from 3rd to 5th | |
| 6, held 6th | 5.8% | 1M | 0% | +0.2 points |
23.7%
Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.8 points.
19.4%
Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.7 points.
19.4%
Moved from 4th to 3rd. 3.4M estimated branded searches, 0% vs prior month. Share +0.7 points.
4.
Guess15.9%
Moved from 5th to 4th. 2.7M estimated branded searches, 0% vs prior month. Share +0.5 points.
5.
Lacoste15.9%
Moved from 3rd to 5th. 2.7M estimated branded searches, -18.2% vs prior month. Share -2.9 points.
5.8%
Held 6th. 1M estimated branded searches, 0% vs prior month. Share +0.2 points.
Compare search popularity between Guess and its closest rivals
Every comparison with Guess
22 comparisons
- Adidas vs Guess
- Calvin Klein vs Guess
- Chanel vs Guess
- Coach vs Guess
- Disney+ vs Guess
- Gucci vs Guess
- Guess vs Hermès
- Guess vs Lacoste
- Guess vs Louis Vuitton
- Guess vs Lululemon
- Guess vs Ralph Lauren
- Guess vs Tommy Hilfiger
- Burberry vs Guess
- Guess vs Hugo Boss
- Guess vs Kate Spade
- Fossil vs Guess
- Carhartt vs Guess
- Dior vs Guess
- Bugaboo vs Guess
- Guess vs Herschel
- Fisher-Price vs Guess
- Guess vs Lulu
How has branded search demand for Guess changed worldwide over the last 12 months?
4 findings
- 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?
6 changes
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.
Where does Guess compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Tote bag brands | 6th of 8 | 7.1% | Show ranking |
| Crossbody Bag brands | 5th of 8 | 7.5% | Show ranking |
| Saddle Bag brands | 5th of 8 | 11.8% | Show ranking |
| Diaper Bag brands | 3rd of 8 | 13.3% | Show ranking |
| Premium fashion brands | 4th of 6 | 15.9% | Shown above |
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.
1 branded search term
- guess
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Is Guess 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.