Brandwave

How popular isHugo Boss?

In September 2026, people searched for Hugo Boss by name about 1.1 million times worldwide, a 32.3% decrease from the previous year. These searches made up 24.8% of all global men's suit brand searches, placing Hugo Boss first out of 14 brands. When we asked both ChatGPT and Google AI Overviews about men's suit brands, Hugo Boss appeared in one of the four answers and was the sixth most recommended of the 14.

Search and AI answers in September 2026

Hugo Boss is the most searched of 14 competitors and the sixth most recommended in AI answers.

  1. Hugo BossShare of searches 24.8%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  2. HockertyShare of searches 20.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. Brooks BrothersShare of searches 9.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. J.CrewShare of searches 8.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. Men's WearhouseShare of searches 7.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd

+9 more

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Top men's suit brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Hugo Boss was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Hugo Boss is the sixth most recommended of the 14.

Most recommended by AI

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

  1. Suitsupply1st
  2. Men's Wearhouse2nd
  3. Indochino2nd
  4. Spier & Mackay2nd
  5. Black Lapel2nd
  6. Hugo Boss6th
  7. Hockerty–
  8. Brooks Brothers–
  9. J.Crew–
  10. Jos. A. Bank–
  11. +4 more

Mentioned by AI

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

  • Suitsupply3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Men's Wearhouse2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Indochino2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hugo Boss1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Jos. A. Bank1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Spier & Mackay1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Black Lapel1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hockerty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Brooks Brothers0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • J.Crew0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+4 more

See every answer about men's suit brands

4 answers

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 27, 2026.

Which men's suit brands compete with Hugo Boss?

Hugo Boss against men's suit brands worldwide, by month

Share of searches by month for Hugo Boss, Hockerty, Brooks Brothers, J.Crew, Men's Wearhouse, Indochino, Jos. A. Bank, Moss, Charles Tyrwhitt, Reiss, Spier & Mackay, Suitsupply, Bonobos. The figures are in the table below the chart.

View monthly share of searches table
MonthHugo BossHockertyBrooks BrothersJ.CrewMen's WearhouseIndochinoJos. A. BankMossCharles TyrwhittReissSpier & MackaySuitsupplyBonobosBlack Lapel
Oct 202526.6%21.7%7.9%5.2%14.6%4.3%3.5%3.5%2.4%2.4%1.6%2.9%1.9%1.6%
Nov 202528.7%23.4%8.6%5%7%5.7%3.8%3.8%2.5%2.1%1.7%3.1%2.1%2.5%
Dec 202524.9%20.4%9.1%4.3%16.7%5%4.1%3.3%2.2%1.8%1.4%3.3%1.8%1.8%
Jan 202627.3%22.3%8.2%4.3%12.2%5.5%3.6%3.6%2.4%2.4%1.6%3.6%1.6%1.3%
Feb 202625.8%21.1%7.7%5%11.5%6.3%3.4%4.2%2.8%2.8%1.9%4.2%1.9%1.5%
Mar 202627.2%18.2%12.2%4.3%12.2%5.4%3.6%3.6%2.4%2.4%1.6%3.6%2%1%
Apr 202621%17.1%7.7%5%21%5.1%4.2%4.2%2.3%2.3%2.3%4.2%1.9%1.9%
May 202621.9%17.9%8%5.2%17.9%5.3%4.4%4.4%2.9%2.4%2.4%4.4%1.9%1%
Jun 202620.7%16.9%7.6%5.7%20.7%5.1%3.4%5.1%2.8%2.8%1.8%5.1%1.5%1%
Jul 202632.6%14.6%8%5%9.7%5.3%3.6%5.3%2.9%2.9%2.4%5.3%1.6%0.86%
Aug 202625.5%14%17%5.9%7.6%5.1%4.1%5.1%2.8%2.8%2.3%5.1%1.8%1%
Sep 202624.8%20.3%9.1%8.4%7.4%4.9%4.9%4.9%3.3%3.3%2.7%2.7%2.2%1.2%

  1. 1.Hugo Boss

    24.8%

    Held 1st. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.7 points.

  2. 2.Hockerty

    20.3%

    Moved from 3rd to 2nd. 27.1K estimated branded searches, +22.1% vs prior month. Share +6.3 points.

  3. 3.Brooks Brothers

    9.1%

    Moved from 2nd to 3rd. 12.1K estimated branded searches, -55.4% vs prior month. Share -8 points.

  4. 4.J.Crew

    8.4%

    Moved from 5th to 4th. 11.2K estimated branded searches, +19.1% vs prior month. Share +2.5 points.

  5. 5.Men's Wearhouse

    7.4%

    Moved from 4th to 5th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  6. 6.Indochino

    4.9%

    Held 6th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

  7. 7.Jos. A. Bank

    4.9%

    Moved from 9th to 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.8 points.

  8. 8.Moss

    4.9%

    Moved from 7th to 8th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

  9. 9.Charles Tyrwhitt

    3.3%

    Moved from 10th to 9th. 4.4K estimated branded searches, 0% vs prior month. Share +0.5 points.

  10. 10.Reiss

    3.3%

    Moved from 11th to 10th. 4.4K estimated branded searches, 0% vs prior month. Share +0.5 points.

  11. 11.Spier & Mackay

    2.7%

    Moved from 12th to 11th. 3.6K estimated branded searches, 0% vs prior month. Share +0.4 points.

  12. 12.Suitsupply

    2.7%

    Moved from 8th to 12th. 3.6K estimated branded searches, -55.6% vs prior month. Share -2.4 points.

  13. 13.Bonobos

    2.2%

    Held 13th. 2.9K estimated branded searches, 0% vs prior month. Share +0.3 points.

  14. 14.Black Lapel

    1.2%

    Held 14th. 1.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

Hugo Boss and Charles Tyrwhitt sell other things too, so only their searches that name this product count here, like “hugo boss suits”.

Compare popularity between Hugo Boss and its closest rivals

Every comparison with Hugo Boss

27 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hugo Boss worldwide fell from 1.6M to 1.1M.
  • Across the 12 months ending September 2026, Hugo Boss’ share of searches among men's suit brands worldwide decreased from 26.6% to 24.8%.
  • Across the 12 months ending September 2026, Hugo Boss’ share of searches among men's suit brands worldwide peaked at 32.6% in July 2026 and was lowest at 20.7% in June 2026.

How did search popularity change for men's suit brands worldwide in September 2026?

6 changes

  1. In September 2026, Hockerty overtook Brooks Brothers to rank 2nd among men's suit brands worldwide, with 20.3% of the searches.

  2. In September 2026, J.Crew overtook Men's Wearhouse to rank 4th among men's suit brands worldwide, with 8.4% of the searches.

  3. In September 2026, Charles Tyrwhitt overtook Suitsupply to rank 9th among men's suit brands worldwide, with 3.3% of the searches.

  4. In September 2026, Reiss overtook Suitsupply to rank 10th among men's suit brands worldwide, with 3.3% of the searches.

  5. In September 2026, Jos. A. Bank overtook Moss and Suitsupply to rank 7th among men's suit brands worldwide, with 4.9% of the searches.

  6. In September 2026, Brooks Brothers lost share of searches among men's suit brands worldwide, from 17% to 9.1%.

How are Hugo Boss’ branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Hugo Boss’ 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.

  • boss polo
  • hugo boss
  • hugo boss polo
  • hugo boss suits

Do you work for Hugo Boss? 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 Hugo Boss compete?

Hugo Boss is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Premium fashion brands7th of 95.2%Show ranking
Polo shirt brands5th of 126.3%Show ranking
Men's suit brands1st of 1424.8%Shown above
Creator with pink hair and a pink jacket

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