Brandwave

How popular isHerschel?

In September 2026, people searched for Herschel by name about 324,000 times worldwide, a 25.8% increase from the previous year. These searches made up 4.2% of all global laptop bag brand searches, placing Herschel fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about laptop bag brands, Herschel appeared in one of the five answers and was the sixth most recommended of the seven.

Search and AI answers in September 2026

Herschel is the fifth most searched of 7 competitors and the sixth most recommended in AI answers.

  1. SamsoniteShare of searches 32.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  2. TargusShare of searches 26.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  3. TumiShare of searches 26.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. ThuleShare of searches 6.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. HerschelShare of searches 4.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

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Top laptop bag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Herschel was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Herschel is the sixth most recommended of the seven.

Most recommended by AI

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

  1. Samsonite1st
  2. Bellroy1st
  3. Targus3rd
  4. Tumi4th
  5. Dagne Dover5th
  6. Herschel6th
  7. Thule–

Mentioned by AI

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

  • Samsonite2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bellroy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Targus1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tumi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Herschel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dagne Dover1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thule0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laptop bag brands

5 answers

  • Asked ChatGPT

    “Which laptop bag should I buy?”

    1. Asked ChatGPT

      “What are the best laptop bag brands?”

      1. 1Bellroy
      2. 2Tumi
      3. 3Samsonite
      4. 4Herschel

    2. Asked ChatGPT

      “What's the best laptop bag for work and travel?”

      1. Searched Google, AI Overview

        “laptop bag”

        1. 1Targus
        2. 2Dagne Dover

      2. Searched Google, AI Overview

        “best laptop bag”

        1. 1Samsonite
        2. 2Bellroy

      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 26, 2026.

      Which laptop bag brands compete with Herschel?

      Herschel against laptop bag brands worldwide, by month

      Share of searches by month for Samsonite, Targus, Tumi, Thule, Herschel, Bellroy. The figures are in the table below the chart.

      View monthly share of searches table
      MonthSamsoniteTargusTumiThuleHerschelBellroyDagne Dover
      Oct 202532.6%26.6%26.6%6.4%4.2%2.9%0.7%
      Nov 202532.3%26.4%26.4%6.3%4.1%3.5%1%
      Dec 202531.5%21.1%31.5%6.2%5.1%2.8%1.9%
      Jan 202627.6%33.8%27.6%5.5%2.9%2%0.59%
      Feb 202640.4%22%26.9%5.3%2.9%1.8%0.58%
      Mar 202639.5%21.6%26.4%6.3%3.5%2.2%0.57%
      Apr 202619.6%16%35.9%4.7%2.6%1.6%19.6%
      May 202623.5%19.2%19.2%4.6%2.5%2.1%28.8%
      Jun 202634.5%23.1%28.2%6.8%3.7%3%0.61%
      Jul 202632.5%26.6%26.6%6.4%4.2%2.9%0.86%
      Aug 202632%26.2%26.2%6.3%5.2%3.5%0.69%
      Sep 202632.6%26.6%26.6%6.4%4.2%2.9%0.7%

      1. 1.Samsonite

        32.6%

        Held 1st. 14.8K estimated branded searches, 0% vs prior month. Share +0.6 points.

      2. 2.Targus

        26.6%

        Held 2nd. 12.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

      3. 3.Tumi

        26.6%

        Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

      4. 4.Thule

        6.4%

        Held 4th. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

      5. 5.Herschel

        4.2%

        Held 5th. 1.9K estimated branded searches, -20.8% vs prior month. Share -1 points.

      6. 6.Bellroy

        2.9%

        Held 6th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.6 points.

      7. 7.Dagne Dover

        0.7%

        Held 7th. 320 estimated branded searches, 0% vs prior month. Share 0 points.

      Herschel, Samsonite and 4 other brands sell other things too, so only their searches that name this product count here, like “herschel laptop bag”.

      Compare popularity between Herschel and its closest rivals

      Every comparison with Herschel

      36 comparisons

      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 258K to 324K.
      • Across the 12 months ending September 2026, Herschel’s share of searches among laptop bag brands worldwide peaked at 5.2% in August 2026 and was lowest at 2.5% in May 2026.

      How did search popularity change for laptop bag brands worldwide in September 2026?

      3 changes

      1. In September 2026, Samsonite gained share of searches among laptop bag brands worldwide, from 32% to 32.6%.

      2. In September 2026, Herschel lost share of searches among laptop bag brands worldwide, from 5.2% to 4.2%.

      3. In September 2026, Bellroy lost share of searches among laptop bag brands worldwide, from 3.5% to 2.9%.

      How are Herschel’s branded searches counted?

      11 search terms

      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.

      • herschel
      • herschel america backpack
      • herschel backpack
      • herschel bag
      • herschel laptop bag
      • herschel laptop case
      • herschel laptop sleeve
      • herschel lunch bag
      • herschel macbook case
      • herschel macbook sleeve
      • herschel wallet

      Do you work for Herschel? 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

      Where does Herschel compete?

      Herschel is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
      Competitor setRankShare of searchesRanking
      Backpack brands3rd of 1213.6%Show ranking
      School bags4th of 513.8%Show ranking
      Wallet brands7th of 70.62%Show ranking
      Lunch bag brands5th of 82.5%Show ranking
      Laptop bag brands5th of 74.2%Shown above
      Laptop case brands5th of 117.7%Show ranking
      Creator with pink hair and a pink jacket

      Is Herschel 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.

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