Brandwave

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 1.1% estimated Share of Search among school bags worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Nike84.6%
  2. Under Armour11.6%
  3. JanSport1.6%
  4. Herschel1.1%
  5. Smiggle1%
  6. Eastpak0.09%
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Where does Herschel compete?

Herschel is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
School bags4th of 61.1%Shown below
Backpack brands3rd of 75.8%Show ranking
Wallet brands3rd of 513.6%Show ranking
Lunch bag brands3rd of 422.1%Show ranking
Laptop sleeve brands1st of 648.2%Show ranking

Which school bags compete with Herschel?

Herschel against school bags worldwide, by month

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
MonthNikeUnder ArmourJanSportHerschelSmiggleEastpak
Oct 202583.4%13.7%1%0.82%1%0.06%
Nov 202585.5%11.9%0.78%0.71%1.1%0.04%
Dec 202583.7%13.6%0.9%0.81%1%0.05%
Jan 202684.7%11.9%1.2%0.86%1.3%0.05%
Feb 202685.2%11.7%1.3%0.8%0.86%0.05%
Mar 202685.8%11.7%1%0.69%0.7%0.05%
Apr 202685.5%11.6%1.1%0.83%0.85%0.05%
May 202685.1%11.6%1.4%0.84%1%0.06%
Jun 202684%11.6%2.1%1%1.3%0.06%
Jul 202681.1%11%5.1%1.2%1.5%0.09%
Aug 202680.4%10.8%5.4%1.8%1.5%0.16%
Sep 202684.6%11.6%1.6%1.1%1%0.09%

  1. 1.Nike

    84.6%

    Held 1st. 24.3M estimated branded searches, -2.4% vs prior month. Share +4.1 points.

  2. 2.Under Armour

    11.6%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.8 points.

  3. 3.JanSport

    1.6%

    Held 3rd. 447K estimated branded searches, -73.3% vs prior month. Share -3.8 points.

  4. 4.Herschel

    1.1%

    Held 4th. 310K estimated branded searches, -43% vs prior month. Share -0.7 points.

  5. 5.Smiggle

    1%

    Held 5th. 301K estimated branded searches, -33.1% vs prior month. Share -0.4 points.

  6. 6.Eastpak

    0.09%

    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

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

  • 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 peaked at 1.8% in August 2026 and was lowest at 0.69% in March 2026.
  • Across the 12 months ending September 2026, Herschel rose from 5th to 4th among school bags worldwide.

How did search popularity change for school bags worldwide in September 2026?

  1. In September 2026, Nike gained estimated Share of Search among school bags worldwide, from 80.4% to 84.6%.

  2. In September 2026, Under Armour gained estimated Share of Search among school bags worldwide, from 10.8% to 11.6%.

  3. In September 2026, JanSport lost estimated Share of Search among school bags worldwide, from 5.4% to 1.6%.

  4. In September 2026, Herschel lost estimated Share of Search among school bags worldwide, from 1.8% to 1.1%.

  5. Estimated monthly branded searches for Eastpak worldwide rose 49.7% over 12 measured months, from 18.1K to 27.1K 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

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

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