How popular isHugo Boss in search?
In September 2026, there were an estimated 1M branded searches for Hugo Boss worldwide which is down 33.3% over the last 12 months. Hugo Boss holds 5.8% estimated Share of Search among premium fashion brands worldwide and is ranked 6th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Ralph Lauren23.7%
Calvin Klein19.4%Tommy Hilfiger19.4%
Guess15.9%
Lacoste15.9%
Hugo Boss5.8%
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Which premium fashion brands compete with Hugo Boss?
Share of Search by month for Ralph Lauren, Calvin Klein, Tommy Hilfiger, Guess, Lacoste, Hugo Boss. The figures are in the table below the chart.
View monthly share of search table
| Month | Ralph Lauren | Calvin Klein | Tommy Hilfiger | Guess | Lacoste | Hugo Boss |
|---|---|---|---|---|---|---|
| Oct 2025 | 25.6% | 17.2% | 20.9% | 11.5% | 17.2% | 7.7% |
| Nov 2025 | 23.1% | 18.9% | 23.1% | 12.6% | 15.4% | 6.9% |
| Dec 2025 | 25% | 16.7% | 20.4% | 13.7% | 16.7% | 7.5% |
| Jan 2026 | 24.2% | 16.2% | 19.8% | 16.2% | 16.2% | 7.3% |
| Feb 2026 | 20% | 24.4% | 20% | 13.4% | 16.3% | 6% |
| Mar 2026 | 17.6% | 26.3% | 17.6% | 14.4% | 17.6% | 6.4% |
| Apr 2026 | 20.9% | 20.9% | 20.9% | 14% | 17.1% | 6.2% |
| May 2026 | 18.5% | 22.6% | 18.5% | 15.1% | 18.5% | 6.7% |
| Jun 2026 | 19.9% | 19.9% | 19.9% | 13.3% | 19.9% | 7.2% |
| Jul 2026 | 18.7% | 18.7% | 22.9% | 15.3% | 18.7% | 5.6% |
| Aug 2026 | 22.9% | 18.7% | 18.7% | 15.3% | 18.7% | 5.6% |
| Sep 2026 | 23.7% | 19.4% | 19.4% | 15.9% | 15.9% | 5.8% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 23.7% | 4.1M | 0% | +0.8 points | |
| 2, held 2nd | 19.4% | 3.4M | 0% | +0.7 points | |
| 3, moved from 4th to 3rd | 19.4% | 3.4M | 0% | +0.7 pointsmoved from 4th to 3rd | |
| 4, moved from 5th to 4th | 15.9% | 2.7M | 0% | +0.5 pointsmoved from 5th to 4th | |
| 5, moved from 3rd to 5th | 15.9% | 2.7M | -18.2% | -2.9 pointsmoved from 3rd to 5th | |
| 6, held 6th | 5.8% | 1M | 0% | +0.2 points |
23.7%
Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.8 points.
19.4%
Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.7 points.
19.4%
Moved from 4th to 3rd. 3.4M estimated branded searches, 0% vs prior month. Share +0.7 points.
4.
Guess15.9%
Moved from 5th to 4th. 2.7M estimated branded searches, 0% vs prior month. Share +0.5 points.
5.
Lacoste15.9%
Moved from 3rd to 5th. 2.7M estimated branded searches, -18.2% vs prior month. Share -2.9 points.
5.8%
Held 6th. 1M estimated branded searches, 0% vs prior month. Share +0.2 points.
Compare search popularity between Hugo Boss and its closest rivals
Every comparison with Hugo Boss
28 comparisons
- Boss vs Hugo Boss
- Calvin Klein vs Hugo Boss
- Chanel vs Hugo Boss
- Hugo Boss vs Lacoste
- Hugo Boss vs Nike
- Hugo Boss vs Ralph Lauren
- Dove vs Hugo Boss
- Guess vs Hugo Boss
- Hermès vs Hugo Boss
- Hugo Boss vs L'Occitane
- Hugo Boss vs La Roche-Posay
- Hugo Boss vs Nivea
- Hugo Boss vs Pilot
- Hugo Boss vs Tommy Hilfiger
- Clinique vs Hugo Boss
- Hugo Boss vs Lynx
- Dior vs Hugo Boss
- Hugo Boss vs Old Spice
- Faber-Castell vs Hugo Boss
- Hugo Boss vs Native
- Hugo Boss vs Weleda
- Hanes vs Hugo Boss
- Blue vs Hugo Boss
- Cross vs Hugo Boss
- Hugo Boss vs Lamy
- Hugo Boss vs Muji
- Hugo Boss vs Jockey
- Hugo Boss vs PARKER
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 1.5M to 1M.
- Across the 12 months ending September 2026, Hugo Boss’ estimated Share of Search among premium fashion brands worldwide decreased from 7.7% to 5.8%.
- Across the 12 months ending September 2026, Hugo Boss’ estimated Share of Search among premium fashion brands worldwide peaked at 7.7% in October 2025 and was lowest at 5.6% in July 2026.
How did search popularity change for premium fashion brands worldwide in September 2026?
6 changes
In September 2026, Tommy Hilfiger overtook Lacoste to rank 3rd among premium fashion brands worldwide, with 19.4% estimated Share of Search.
In September 2026, Guess overtook Lacoste to rank 4th among premium fashion brands worldwide, with 15.9% estimated Share of Search.
In September 2026, Ralph Lauren gained estimated Share of Search among premium fashion brands worldwide, from 22.9% to 23.7%.
In September 2026, Calvin Klein gained estimated Share of Search among premium fashion brands worldwide, from 18.7% to 19.4%.
In September 2026, Lacoste lost estimated Share of Search among premium fashion brands worldwide, from 18.7% to 15.9%.
Estimated monthly branded searches for Hugo Boss worldwide fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026.
Where does Hugo Boss compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Boxer Shorts brands | 6th of 8 | 2.7% | Show ranking |
| Premium fashion brands | 6th of 6 | 5.8% | Shown above |
| Deodorant Stick brands | 6th of 8 | 6.9% | Show ranking |
| Deo Stick brands | 6th of 8 | 7.4% | Show ranking |
| Deodorant Spray brands | 3rd of 6 | 9.5% | Show ranking |
| Ballpoint Pen brands | 1st of 8 | 38.8% | Show ranking |
How is Hugo Boss measured?
Brandwave collects information about searches that people make online using Hugo Boss’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- hugo boss
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Is Hugo Boss your brand?
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