How popular isMax Mara?
In September 2026, people searched for Max Mara by name about 673,000 times worldwide, an 18.2% decrease from the previous year. These searches made up 3.8% of all global coat searches, placing Max Mara eighth out of 11 coats. When we asked both ChatGPT and Google AI Overviews about coats, Max Mara appeared in two of the five answers and was the third most recommended of the 11.
Max Mara is the eighth most searched of 11 competitors and the third most recommended in AI answers.
AritziaShare of searches 23.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
The North FaceShare of searches 23.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
PatagoniaShare of searches 15.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
BurberryShare of searches 12.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
Max MaraShare of searches 3.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
Follow Max Mara and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top coats in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Max Mara was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Max Mara is the third most recommended of the 11.
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.
- The North Face5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Canada Goose4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Quince4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Patagonia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Aritzia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Burberry2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Max Mara2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Mackage1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Barbour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Moncler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about coats
5 answers
Asked ChatGPT
“Which coat brand should I buy?”
Asked ChatGPT
“What are the best coat brands?”
Asked ChatGPT
“What's the best coat brand for cold winter weather?”
Searched Google, AI Overview
“coat brands”
Searched Google, AI Overview
“winter coat brand”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Which coats compete with Max Mara?
Share of searches by month for Aritzia, The North Face, Patagonia, Burberry, Barbour, Canada Goose, Moncler, Max Mara, Quince. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aritzia | The North Face | Patagonia | Burberry | Barbour | Canada Goose | Moncler | Max Mara | Quince | Mackage | Woolrich |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 17.2% | 28.2% | 17.2% | 9.4% | 7.7% | 7.7% | 7.7% | 3.5% | 1.1% | 0.25% | 0.08% |
| Nov 2025 | 21.2% | 31.6% | 14.2% | 7.8% | 5.2% | 9.5% | 6.4% | 2.8% | 0.97% | 0.31% | 0.08% |
| Dec 2025 | 17.2% | 31.2% | 14% | 9.4% | 6.3% | 9.4% | 7.7% | 2.8% | 1.4% | 0.46% | 0.08% |
| Jan 2026 | 16.8% | 30.5% | 16.8% | 9.2% | 5% | 9.2% | 7.5% | 3.4% | 1.3% | 0.3% | 0.07% |
| Feb 2026 | 16.1% | 29.2% | 19.7% | 10.7% | 4.8% | 7.2% | 7.2% | 3.2% | 1.6% | 0.24% | 0.06% |
| Mar 2026 | 21% | 23.5% | 21% | 11.5% | 6.3% | 5.2% | 5.2% | 4.2% | 2% | 0.09% | 0.04% |
| Apr 2026 | 24.7% | 20.1% | 20.2% | 13.5% | 6.1% | 4.1% | 5% | 4.1% | 2.3% | 0.06% | 0.03% |
| May 2026 | 23.8% | 23.6% | 19.4% | 13% | 4.8% | 3.9% | 4.8% | 3.9% | 2.7% | 0.05% | 0.03% |
| Jun 2026 | 26.5% | 21.5% | 21.7% | 11.9% | 3.6% | 3.6% | 4.4% | 4.4% | 2.5% | 0.06% | 0.03% |
| Jul 2026 | 25.3% | 25.1% | 20.7% | 11.3% | 3.4% | 3.4% | 4.1% | 4.1% | 2.4% | 0.11% | 0.03% |
| Aug 2026 | 22.3% | 24.4% | 18.2% | 12.2% | 5.5% | 5.5% | 5.5% | 3.7% | 2.6% | 0.18% | 0.04% |
| Sep 2026 | 23.4% | 23.3% | 15.7% | 12.8% | 7% | 5.7% | 5.7% | 3.8% | 2.2% | 0.28% | 0.07% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 23.4% | 4.1M | +22.1% | +1.1 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 23.3% | 4.1M | +11.2% | -1.1 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 15.7% | 2.7M | 0% | -2.6 points | |
| 4, held 4th | 12.8% | 2.2M | +22.4% | +0.6 points | |
| 5, held 5th | 7% | 1.2M | +48.2% | +1.5 points | |
| 6, held 6th | 5.7% | 1M | +21.5% | +0.2 points | |
| 7, held 7th | 5.7% | 1M | +21.5% | +0.2 points | |
| 8, held 8th | 3.8% | 673K | +22.4% | +0.2 points | |
| 9, held 9th | 2.2% | 392K | +1.4% | -0.3 points | |
| 10, held 10th | 0.28% | 49.5K | +82.7% | +0.1 points | |
| 11, held 11th | 0.07% | 12.1K | +83.3% | 0 points |
1.
Aritzia23.4%
Moved from 2nd to 1st. 4.1M estimated branded searches, +22.1% vs prior month. Share +1.1 points.
23.3%
Moved from 1st to 2nd. 4.1M estimated branded searches, +11.2% vs prior month. Share -1.1 points.
15.7%
Held 3rd. 2.7M estimated branded searches, 0% vs prior month. Share -2.6 points.
4.
Burberry12.8%
Held 4th. 2.2M estimated branded searches, +22.4% vs prior month. Share +0.6 points.
5.
Barbour7%
Held 5th. 1.2M estimated branded searches, +48.2% vs prior month. Share +1.5 points.
5.7%
Held 6th. 1M estimated branded searches, +21.5% vs prior month. Share +0.2 points.
7.
Moncler5.7%
Held 7th. 1M estimated branded searches, +21.5% vs prior month. Share +0.2 points.
8.
Max Mara3.8%
Held 8th. 673K estimated branded searches, +22.4% vs prior month. Share +0.2 points.
9.
Quince2.2%
Held 9th. 392K estimated branded searches, +1.4% vs prior month. Share -0.3 points.
10.
Mackage0.28%
Held 10th. 49.5K estimated branded searches, +82.7% vs prior month. Share +0.1 points.
11.
Woolrich0.07%
Held 11th. 12.1K estimated branded searches, +83.3% vs prior month. Share 0 points.
Compare popularity between Max Mara and its closest rivals
Every comparison with Max Mara
10 comparisons
How has branded search demand for Max Mara changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Max Mara worldwide fell from 823K to 673K.
- Across the 12 months ending September 2026, Max Mara’s share of searches among coats worldwide peaked at 4.4% in June 2026 and was lowest at 2.8% in December 2025.
How did search popularity change for coats worldwide in September 2026?
6 changes
In September 2026, Aritzia overtook The North Face to become the leader among coats worldwide, with 23.4% of the searches.
In September 2026, Barbour gained share of searches among coats worldwide, from 5.5% to 7%.
In September 2026, Burberry gained share of searches among coats worldwide, from 12.2% to 12.8%.
In September 2026, Patagonia lost share of searches among coats worldwide, from 18.2% to 15.7%.
In September 2026, The North Face lost share of searches among coats worldwide, from 24.4% to 23.3%.
Estimated monthly branded searches for Quince worldwide rose 45.9% over 12 measured months, from 269K to 392K in September 2026.
How are Max Mara’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Max Mara’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.
- max mara
Do you work for Max Mara? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Max Mara 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.