---
title: "Johnstons of Elgin: search popularity worldwide"
description: "Johnstons of Elgin makes cashmere clothing and accessories. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/brands/johnstons-of-elgin"
publisher: "Brandwave"
---

# Johnstons of Elgin: search popularity worldwide

Johnstons of Elgin makes cashmere clothing and accessories. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: Johnstons of Elgin
- **Market**: Global
- **Measured month**: Sep 2026
- **Share of Search among cashmere brands**: 22.4%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Cashmere brands | 1 | 22.4% | 40.5K |

- [Cashmere brands](/demand/global-en/categories/cashmere-brands)

## Top cashmere brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Johnstons of Elgin was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Johnstons of Elgin is the fourth most recommended of the 14.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Quince | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Loro Piana | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Naadam | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Johnstons of Elgin | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Jenni Kayne | 5th | 2 of 3 | 2 of 2 | 4 of 5 |
| Brunello Cucinelli | 6th | 1 of 3 | 1 of 2 | 2 of 5 |
| White + Warren | 7th | 1 of 3 | 2 of 2 | 3 of 5 |
| J.Crew | 8th | 1 of 3 | 2 of 2 | 3 of 5 |
| N.Peal | 9th | 1 of 3 | 1 of 2 | 2 of 5 |
| Pringle of Scotland | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Jumper 1234 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Chinti & Parker | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Allude | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Brora | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about cashmere brands

- Asked ChatGPT "Which cashmere brand should I buy?": 1. Quince, 2. Naadam, 3. White + Warren, 4. Jenni Kayne, 5. Loro Piana
- Asked ChatGPT "What are the best cashmere brands?": 1. Loro Piana, 2. Johnstons of Elgin, 3. Brunello Cucinelli, 4. Naadam, 5. Quince, 6. N.Peal, 7. J.Crew, 8. Jenni Kayne
- Asked ChatGPT "What's the best cashmere brand for a sweater that lasts?": 1. Johnstons of Elgin, 2. Loro Piana, 3. Quince, 4. Naadam
- Searched Google, AI Overview "cashmere sweater": 1. Quince, 2. Naadam, 3. J.Crew, 4. Jenni Kayne, 5. White + Warren, 6. N.Peal
- Searched Google, AI Overview "cashmere brands": 1. Loro Piana, 2. Brunello Cucinelli, 3. Jenni Kayne, 4. White + Warren, 5. Quince, 6. Naadam, 7. J.Crew

Not named in any answer: Pringle of Scotland, Jumper 1234, Chinti & Parker, Allude and Brora.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026.

## How has branded search demand for Johnstons of Elgin changed worldwide over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for Johnstons of Elgin worldwide held steady at 40.5K.
- Across the 12 months ending September 2026, Johnstons of Elgin’s share of searches among cashmere brands worldwide increased from 17.3% to 22.4%.
- Across the 12 months ending September 2026, Johnstons of Elgin’s share of searches among cashmere brands worldwide peaked at 24.5% in August 2026 and was lowest at 16.4% in March 2026.

## How did search popularity change for cashmere brands worldwide in September 2026?

- In September 2026, Jumper 1234 overtook White + Warren and 5 others to rank 6th among cashmere brands worldwide, with 5.5% of the searches.
- In September 2026, Quince gained share of searches among cashmere brands worldwide, from 4.9% to 6.7%.
- In September 2026, J.Crew gained share of searches among cashmere brands worldwide, from 4.3% to 5.4%.
- In September 2026, White + Warren gained share of searches among cashmere brands worldwide, from 4.9% to 5.5%.
- In September 2026, Johnstons of Elgin lost share of searches among cashmere brands worldwide, from 24.5% to 22.4%.
- In September 2026, N.Peal lost share of searches among cashmere brands worldwide, from 20.1% to 18.3%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Cashmere brands | 40.5K | 17.3% | 1 |
| Nov 2025 | Cashmere brands | 60.5K | 18.1% | 2 |
| Dec 2025 | Cashmere brands | 74K | 21.4% | 1 |
| Jan 2026 | Cashmere brands | 60.5K | 24.5% | 1 |
| Feb 2026 | Cashmere brands | 33.1K | 20.6% | 1 |
| Mar 2026 | Cashmere brands | 27.1K | 16.4% | 2 |
| Apr 2026 | Cashmere brands | 27.1K | 20.7% | 2 |
| May 2026 | Cashmere brands | 27.1K | 22.2% | 1 |
| Jun 2026 | Cashmere brands | 27.1K | 24.5% | 1 |
| Jul 2026 | Cashmere brands | 27.1K | 22.4% | 1 |
| Aug 2026 | Cashmere brands | 33.1K | 24.5% | 1 |
| Sep 2026 | Cashmere brands | 40.5K | 22.4% | 1 |

## How are Johnstons of Elgin’s branded searches counted?

Brandwave collects information about searches that people make online using Johnstons of Elgin’s 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.

- “johnstons of elgin”

## Which cashmere brands compete with Johnstons of Elgin?

- [N.Peal](/demand/global-en/brands/n-peal): Head-to-head: /demand/global-en/compare/johnstons-of-elgin-vs-n-peal
- [Naadam](/demand/global-en/brands/naadam): Head-to-head: /demand/global-en/compare/johnstons-of-elgin-vs-naadam
- [Pringle of Scotland](/demand/global-en/brands/pringle-of-scotland): Head-to-head: /demand/global-en/compare/johnstons-of-elgin-vs-pringle-of-scotland
- [Quince](/demand/global-en/brands/quince): Head-to-head: /demand/global-en/compare/johnstons-of-elgin-vs-quince
- [Jumper 1234](/demand/global-en/brands/jumper-1234): Head-to-head: /demand/global-en/compare/johnstons-of-elgin-vs-jumper-1234
- [White + Warren](/demand/global-en/brands/white-and-warren)
- [J.Crew](/demand/global-en/brands/j-crew)
- [Chinti & Parker](/demand/global-en/brands/chinti-and-parker)
- [Jenni Kayne](/demand/global-en/brands/jenni-kayne)
- [Loro Piana](/demand/global-en/brands/loro-piana)
- [Allude](/demand/global-en/brands/allude)
- [Brunello Cucinelli](/demand/global-en/brands/brunello-cucinelli)
- [Brora](/demand/global-en/brands/brora)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Johnstons of Elgin: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/johnstons-of-elgin

This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/johnstons-of-elgin. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.