How popular isLacoste?
In September 2026, people searched for Lacoste by name about 2.8 million times worldwide, a 17.6% decrease from the previous year. These searches made up 15.4% of all global polo shirt brand searches, placing Lacoste third out of 12 brands. When we asked both ChatGPT and Google AI Overviews about polo shirt brands, Lacoste appeared in three of the five answers and was the second most recommended of the 12.
Lacoste is the third most searched of 12 competitors and the second most recommended in AI answers.
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, Lacoste was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Lacoste is the second most recommended of the 12.
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 Lacoste?
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.
Lacoste, Ralph Lauren and 8 other brands sell other things too, so only their searches that name this product count here, like “lacoste polo”.
Compare popularity between Lacoste and its closest rivals
Every comparison with Lacoste
16 comparisons
- Calvin Klein vs Lacoste
- Guess vs Lacoste
- Lacoste vs Ralph Lauren
- Lacoste vs Tommy Hilfiger
- Bottega Veneta vs Lacoste
- Hugo Boss vs Lacoste
- Brunello Cucinelli vs Lacoste
- COS vs Lacoste
- Fred Perry vs Lacoste
- Lacoste vs Peter Millar
- Lacoste vs Sunspel
- Brooks Brothers vs Lacoste
- Lacoste vs Uniqlo
- Lacoste vs Psycho Bunny
- Lacoste vs Original Penguin
- J.Crew vs Lacoste
How has branded search demand for Lacoste changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Lacoste worldwide fell from 3.4M to 2.8M.
- Across the 12 months ending September 2026, Lacoste’s share of searches among polo shirt brands worldwide peaked at 17.5% in January 2026 and was lowest at 14.6% in December 2025.
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 Lacoste’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Lacoste’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.
- lacoste
- lacoste polo
Do you work for Lacoste? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Lacoste compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Premium fashion brands | 5th of 9 | 14.3% | Show ranking |
| Polo shirt brands | 3rd of 12 | 15.4% | Shown above |
Is Lacoste 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.