How popular isHerschel in search?
In August 2026, there were an estimated 40.5K branded searches for Herschel worldwide which is up 49.4% over the last 11 months. Herschel holds 1.4% estimated Share of Search among backpack brands worldwide and is ranked 4th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
The North Face64%- JanSport23.5%
Bellroy9.6%
Herschel1.4%
Osprey1.4%
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Which backpack brands compete with Herschel?
Share of Search by month for The North Face, JanSport, Bellroy, Herschel. The figures are in the table below the chart.
View monthly share of search table
| Month | The North Face | JanSport | Bellroy | Herschel | Osprey |
|---|---|---|---|---|---|
| Oct 2025 | 88.4% | 4.4% | 5.8% | 0.72% | 0.72% |
| Nov 2025 | 90.9% | 3% | 4.9% | 0.6% | 0.6% |
| Dec 2025 | 89.1% | 3.6% | 5.9% | 0.72% | 0.72% |
| Jan 2026 | 88.6% | 5.3% | 4.8% | 0.59% | 0.72% |
| Feb 2026 | 85.1% | 7.6% | 5.7% | 0.69% | 0.84% |
| Mar 2026 | 82.4% | 7.4% | 8.2% | 1% | 1% |
| Apr 2026 | 77.4% | 8.5% | 11.6% | 1.1% | 1.4% |
| May 2026 | 79% | 8.7% | 9.7% | 1.2% | 1.4% |
| Jun 2026 | 73.7% | 12.1% | 11% | 1.6% | 1.6% |
| Jul 2026 | 68% | 20.4% | 8.5% | 1.2% | 1.8% |
| Aug 2026 | 64% | 23.5% | 9.6% | 1.4% | 1.4% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 64% | 1.8M | 0% | -4 points | |
| 2, held 2nd | 23.5% | 673K | +22.4% | +3.1 points | |
| 3, held 3rd | 9.6% | 274K | +19.7% | +1.1 points | |
| 4, moved from 5th to 4th | 1.4% | 40.5K | +22.4% | +0.2 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 1.4% | 40.5K | -18.2% | -0.4 pointsmoved from 4th to 5th |
64%
Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share -4 points.
2.JanSport
23.5%
Held 2nd. 673K estimated branded searches, +22.4% vs prior month. Share +3.1 points.
3.
Bellroy9.6%
Held 3rd. 274K estimated branded searches, +19.7% vs prior month. Share +1.1 points.
4.
Herschel1.4%
Moved from 5th to 4th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.2 points.
5.
Osprey1.4%
Moved from 4th to 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.4 points.
Compare search popularity between Herschel and its closest rivals
How has branded search demand for Herschel changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Herschel worldwide rose from 27.1K to 40.5K.
- Across the 11 months ending August 2026, Herschel’s estimated Share of Search among backpack brands worldwide increased from 0.72% to 1.4%.
- Across the 11 months ending August 2026, Herschel’s estimated Share of Search among backpack brands worldwide peaked at 1.6% in June 2026 and was lowest at 0.59% in January 2026.
How did search popularity change for backpack brands worldwide in August 2026?
5 changes
In August 2026, JanSport gained estimated Share of Search among backpack brands worldwide, from 20.4% to 23.5%.
In August 2026, Bellroy gained estimated Share of Search among backpack brands worldwide, from 8.5% to 9.6%.
In August 2026, The North Face lost estimated Share of Search among backpack brands worldwide, from 68% to 64%.
In August 2026, Herschel rose from 5th to 4th among backpack brands worldwide.
In August 2026, Osprey fell from 4th to 5th among backpack brands worldwide.
Where does Herschel compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| School bags | 6th of 6 | 0.16% | Show ranking |
| Backpack brands | 4th of 5 | 1.4% | Shown above |
| Wallet brands | 4th of 5 | 4.9% | Show ranking |
| Laptop sleeve brands | 3rd of 6 | 10.4% | Show ranking |
How is Herschel measured?
Brandwave collects information about searches that people make online using Herschel’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.
1 branded search term
- herschel bag
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Is Herschel your brand?
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