How popular isHerschel in search?
In September 2026, there were an estimated 310K branded searches for Herschel worldwide which is up 27% over the last 12 months. Herschel holds 0.68% estimated Share of Search among school bags worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Nike85.7%
Under Armour11.8%
Smiggle1.1%
JanSport0.71%
Herschel0.68%
Eastpak0.1%
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Where does Herschel compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| School bags | 5th of 6 | 0.68% | Shown below |
| Backpack brands | 3rd of 7 | 5.4% | Show ranking |
| Wallet brands | 5th of 5 | 7.8% | Show ranking |
| Lunch bag brands | 3rd of 4 | 19.4% | Show ranking |
| Laptop sleeve brands | 2nd of 6 | 34.7% | Show ranking |
Which school bags compete with Herschel?
Share of Search by month for Nike, Under Armour, Herschel. The figures are in the table below the chart.
View monthly share of search table
| Month | Nike | Under Armour | Smiggle | JanSport | Herschel | Eastpak |
|---|---|---|---|---|---|---|
| Oct 2025 | 84% | 13.8% | 1% | 0.56% | 0.55% | 0.06% |
| Nov 2025 | 86.1% | 12% | 1.1% | 0.39% | 0.47% | 0.04% |
| Dec 2025 | 84.3% | 13.7% | 1% | 0.45% | 0.54% | 0.05% |
| Jan 2026 | 85.4% | 12% | 1.3% | 0.72% | 0.56% | 0.05% |
| Feb 2026 | 85.8% | 11.8% | 0.87% | 0.87% | 0.55% | 0.05% |
| Mar 2026 | 86.4% | 11.8% | 0.71% | 0.58% | 0.47% | 0.05% |
| Apr 2026 | 86.2% | 11.7% | 0.86% | 0.58% | 0.55% | 0.05% |
| May 2026 | 85.9% | 11.7% | 1.1% | 0.7% | 0.57% | 0.06% |
| Jun 2026 | 85.4% | 11.8% | 1.3% | 0.86% | 0.59% | 0.06% |
| Jul 2026 | 84.4% | 11.5% | 1.5% | 1.9% | 0.68% | 0.09% |
| Aug 2026 | 83.8% | 11.3% | 1.5% | 2.3% | 0.96% | 0.17% |
| Sep 2026 | 85.7% | 11.8% | 1.1% | 0.71% | 0.68% | 0.1% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 85.7% | 24.3M | -2.4% | +1.8 points | |
| 2, held 2nd | 11.8% | 3.4M | 0% | +0.5 points | |
| 3, moved from 4th to 3rd | 1.1% | 301K | -33.1% | -0.5 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 0.71% | 201K | -70.1% | -1.6 pointsmoved from 3rd to 4th | |
| 5, held 5th | 0.68% | 192K | -32.9% | -0.3 points | |
| 6, held 6th | 0.1% | 27.1K | -45.3% | -0.1 points |
1.
Nike85.7%
Held 1st. 24.3M estimated branded searches, -2.4% vs prior month. Share +1.8 points.
11.8%
Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.
3.
Smiggle1.1%
Moved from 4th to 3rd. 301K estimated branded searches, -33.1% vs prior month. Share -0.5 points.
4.
JanSport0.71%
Moved from 3rd to 4th. 201K estimated branded searches, -70.1% vs prior month. Share -1.6 points.
5.
Herschel0.68%
Held 5th. 192K estimated branded searches, -32.9% vs prior month. Share -0.3 points.
6.
Eastpak0.1%
Held 6th. 27.1K estimated branded searches, -45.3% vs prior month. Share -0.1 points.
Compare search popularity between Herschel and its closest rivals
Every comparison with Herschel
19 comparisons
- Herschel vs The North Face
- Bellroy vs Herschel
- Herschel vs Hydro Flask
- Herschel vs JanSport
- Herschel vs Nike
- Herschel vs Smiggle
- Herschel vs Under Armour
- Herschel vs Osprey
- Fossil vs Herschel
- Herschel vs Ridge
- Herschel vs Secrid
- BUILT vs Herschel
- Herschel vs tomtoc
- Eastpak vs Herschel
- Herschel vs NOMATIC
- Deuter vs Herschel
- Case Logic vs Herschel
- Herschel vs Inateck
- Herschel vs MOSISO
How has branded search demand for Herschel changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Herschel worldwide rose from 244K to 310K.
- Across the 12 months ending September 2026, Herschel’s estimated Share of Search among school bags worldwide held steady, from 0.55% to 0.68%.
How did search popularity change for school bags worldwide in September 2026?
6 changes
In September 2026, Nike gained estimated Share of Search among school bags worldwide, from 83.8% to 85.7%.
In September 2026, Under Armour gained estimated Share of Search among school bags worldwide, from 11.3% to 11.8%.
In September 2026, JanSport lost estimated Share of Search among school bags worldwide, from 2.3% to 0.71%.
In September 2026, Smiggle rose from 4th to 3rd 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 is Herschel measured?
Brandwave collects information about searches that people make online using Herschel’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.
4 branded search terms
- herschel
- herschel america backpack
- herschel backpack
- herschel bag
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Is Herschel your brand?
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