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 6.3% of all global polo shirt brand searches, placing Hugo Boss fifth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about polo shirt brands, Hugo Boss did not appear in any of the answers.
Hugo Boss is the fifth most searched of 12 competitors and not listed in any AI answer.
Ralph LaurenShare of searches 28%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Fred PerryShare of searches 17.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
LacosteShare of searches 15.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Peter MillarShare of searches 15.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
Hugo BossShare of searches 6.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top polo shirt brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hugo Boss did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Ralph Lauren4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lacoste3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Uniqlo3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
J.Crew3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Peter Millar2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Fred Perry1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Sunspel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Brooks Brothers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Hugo Boss0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tommy Hilfiger0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about polo shirt brands
5 answers
Asked ChatGPT
“Which polo shirt brand should I buy?”
Asked ChatGPT
“What are the best polo shirt brands?”
Asked ChatGPT
“What's the best polo shirt brand for men?”
Searched Google, AI Overview
“polo shirts”
Searched Google, AI Overview
“mens polo shirts”
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 25, 2026.
Which polo shirt brands compete with Hugo Boss?
Share of searches by month for Ralph Lauren, Fred Perry, Lacoste, Peter Millar, Hugo Boss, Tommy Hilfiger, Sunspel, Brooks Brothers, Uniqlo, Psycho Bunny. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ralph Lauren | Fred Perry | Lacoste | Peter Millar | Hugo Boss | Tommy Hilfiger | Sunspel | Brooks Brothers | Uniqlo | Psycho Bunny | Original Penguin | J.Crew |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.2% | 22.9% | 15.8% | 2.6% | 7.3% | 4.7% | 1.2% | 2.1% | 2.6% | 3.2% | 2.1% | 0.32% |
| Nov 2025 | 37.7% | 20% | 16.9% | 2.3% | 7.8% | 5.1% | 1% | 1.5% | 2.3% | 3.4% | 1.8% | 0.28% |
| Dec 2025 | 39.7% | 21.1% | 14.6% | 2.4% | 8.3% | 4.4% | 0.87% | 1.3% | 1.9% | 2.9% | 2.4% | 0.24% |
| Jan 2026 | 31.9% | 23.9% | 17.5% | 2.3% | 7.1% | 5.2% | 1.3% | 1.9% | 2.9% | 2.9% | 2.9% | 0.31% |
| Feb 2026 | 42% | 19.5% | 15.4% | 2.1% | 6.3% | 4.6% | 1.4% | 1.7% | 2.5% | 2.5% | 1.7% | 0.31% |
| Mar 2026 | 40.4% | 20.2% | 14.8% | 2.4% | 6.9% | 4.4% | 2% | 2% | 2.4% | 2.4% | 1.6% | 0.47% |
| Apr 2026 | 40.6% | 18.9% | 14.9% | 5.5% | 5.7% | 3.7% | 3% | 1.6% | 2.4% | 2% | 1.3% | 0.38% |
| May 2026 | 40.6% | 17.7% | 15% | 5.5% | 5% | 3.7% | 4.5% | 1.6% | 2.4% | 2% | 1.6% | 0.4% |
| Jun 2026 | 41.1% | 15.6% | 15.1% | 6.8% | 5% | 3.7% | 3.7% | 2% | 2.5% | 1.7% | 2.5% | 0.4% |
| Jul 2026 | 36.9% | 17.2% | 16.6% | 6.1% | 5.6% | 4.1% | 5% | 1.8% | 2.2% | 1.8% | 2.2% | 0.44% |
| Aug 2026 | 28.1% | 18.2% | 15.4% | 12.6% | 6.3% | 4.6% | 5.6% | 2.1% | 2.5% | 2.1% | 2.1% | 0.5% |
| Sep 2026 | 28% | 17.2% | 15.4% | 15.4% | 6.3% | 4.6% | 3.8% | 2.5% | 2.5% | 2.1% | 1.7% | 0.48% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 28% | 110K | -18.5% | -0.1 points | |
| 2, held 2nd | 17.2% | 67.6K | -22.8% | -1 points | |
| 3, held 3rd | 15.4% | 60.5K | -18.2% | 0 points | |
| 4, held 4th | 15.4% | 60.5K | 0% | +2.8 points | |
| 5, held 5th | 6.3% | 24.7K | -18.2% | 0 points | |
| 6, moved from 7th to 6th | 4.6% | 18.1K | -18.5% | 0 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 3.8% | 14.8K | -45.4% | -1.9 pointsmoved from 6th to 7th | |
| 8, moved from 9th to 8th | 2.5% | 9.9K | 0% | +0.5 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 2.5% | 9.9K | -18.2% | 0 pointsmoved from 8th to 9th | |
| 10, moved from 11th to 10th | 2.1% | 8.1K | -18.2% | 0 pointsmoved from 11th to 10th | |
| 11, moved from 10th to 11th | 1.7% | 6.6K | -33.3% | -0.4 pointsmoved from 10th to 11th | |
| 12, held 12th | 0.48% | 1.9K | -20.8% | 0 points |
28%
Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -0.1 points.
17.2%
Held 2nd. 67.6K estimated branded searches, -22.8% vs prior month. Share -1 points.
3.
Lacoste15.4%
Held 3rd. 60.5K estimated branded searches, -18.2% vs prior month. Share 0 points.
15.4%
Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share +2.8 points.
6.3%
Held 5th. 24.7K estimated branded searches, -18.2% vs prior month. Share 0 points.
4.6%
Moved from 7th to 6th. 18.1K estimated branded searches, -18.5% vs prior month. Share 0 points.
7.
Sunspel3.8%
Moved from 6th to 7th. 14.8K estimated branded searches, -45.4% vs prior month. Share -1.9 points.
2.5%
Moved from 9th to 8th. 9.9K estimated branded searches, 0% vs prior month. Share +0.5 points.
9.
Uniqlo2.5%
Moved from 8th to 9th. 9.9K estimated branded searches, -18.2% vs prior month. Share 0 points.
10.
Psycho Bunny2.1%
Moved from 11th to 10th. 8.1K estimated branded searches, -18.2% vs prior month. Share 0 points.
1.7%
Moved from 10th to 11th. 6.6K estimated branded searches, -33.3% vs prior month. Share -0.4 points.
12.
J.Crew0.48%
Held 12th. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.
Hugo Boss, Ralph Lauren and 8 other brands sell other things too, so only their searches that name this product count here, like “boss polo”.
Compare popularity between Hugo Boss and its closest rivals
Every comparison with Hugo Boss
27 comparisons
- Bottega Veneta vs Hugo Boss
- Calvin Klein vs Hugo Boss
- Guess vs Hugo Boss
- Hugo Boss vs Lacoste
- Hugo Boss vs Ralph Lauren
- Hugo Boss vs Tommy Hilfiger
- Brunello Cucinelli vs Hugo Boss
- COS vs Hugo Boss
- Hockerty vs Hugo Boss
- Fred Perry vs Hugo Boss
- Hugo Boss vs Peter Millar
- Hugo Boss vs Sunspel
- Brooks Brothers vs Hugo Boss
- Hugo Boss vs Men's Wearhouse
- Hugo Boss vs Uniqlo
- Hugo Boss vs Psycho Bunny
- Hugo Boss vs Indochino
- Hugo Boss vs Jos. A. Bank
- Hugo Boss vs Moss
- Hugo Boss vs Original Penguin
- Charles Tyrwhitt vs Hugo Boss
- Hugo Boss vs Reiss
- Hugo Boss vs Spier & Mackay
- Hugo Boss vs Suitsupply
- Bonobos vs Hugo Boss
- Hugo Boss vs J.Crew
- Black Lapel vs Hugo Boss
How has branded search demand for Hugo Boss changed worldwide over the last 12 months?
4 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 polo shirt brands worldwide decreased from 7.3% to 6.3%.
- Across the 12 months ending September 2026, Hugo Boss’ share of searches among polo shirt brands worldwide peaked at 8.3% in December 2025 and was lowest at 5% in May 2026.
- Across the 12 months ending September 2026, Hugo Boss fell from 4th to 5th among polo shirt brands worldwide.
How did search popularity change for polo shirt brands worldwide in September 2026?
6 changes
In September 2026, Peter Millar gained share of searches among polo shirt brands worldwide, from 12.6% to 15.4%.
In September 2026, Sunspel lost share of searches among polo shirt brands worldwide, from 5.6% to 3.8%.
In September 2026, Fred Perry lost share of searches among polo shirt brands worldwide, from 18.2% to 17.2%.
Hugo Boss’ share of searches among polo shirt brands worldwide has gained ground for 3 months in a row, from 5% to 6.3% in September 2026.
Ralph Lauren’s share of searches among polo shirt brands worldwide has lost ground for 3 months in a row, from 41.1% to 28% in September 2026.
Original Penguin’s share of searches among polo shirt brands worldwide has lost ground for 3 months in a row, from 2.5% to 1.7% in September 2026.
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.
Where does Hugo Boss compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Premium fashion brands | 7th of 9 | 5.2% | Show ranking |
| Polo shirt brands | 5th of 12 | 6.3% | Shown above |
| Men's suit brands | 1st of 14 | 24.8% | Show ranking |
Is Hugo Boss 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.