Brandwave

How popular isNaadam?

In September 2026, people searched for Naadam by name about 22,200 times worldwide, a 45.2% decrease from the previous year. These searches made up 12.3% of all global cashmere brand searches, placing Naadam third out of 14 brands. When we asked both ChatGPT and Google AI Overviews about cashmere brands, Naadam appeared in all answers and was the third most recommended of the 14.

Search and AI answers in September 2026

Naadam is the third most searched of 14 competitors and the third most recommended in AI answers.

  1. Johnstons of ElginShare of searches 22.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. N.PealShare of searches 18.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
  3. NaadamShare of searches 12.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. Pringle of ScotlandShare of searches 10%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. QuinceShare of searches 6.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

+9 more

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Top cashmere brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Naadam appeared in all five answers. Naadam is the third most recommended of the 14.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Quince1st
  2. Loro Piana2nd
  3. Naadam3rd
  4. Johnstons of Elgin4th
  5. Jenni Kayne5th
  6. Brunello Cucinelli6th
  7. White + Warren7th
  8. J.Crew8th
  9. N.Peal9th
  10. Pringle of Scotland–
  11. +4 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Naadam5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jenni Kayne4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Loro Piana4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • White + Warren3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • J.Crew3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Johnstons of Elgin2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • N.Peal2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brunello Cucinelli2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pringle of Scotland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about cashmere brands

5 answers

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 cashmere brands compete with Naadam?

Naadam against cashmere brands worldwide, by month

Share of searches by month for Johnstons of Elgin, N.Peal, Naadam, Pringle of Scotland, Quince, Jumper 1234, White + Warren, J.Crew, Chinti & Parker, Jenni Kayne, Loro Piana. The figures are in the table below the chart.

View monthly share of searches table
MonthJohnstons of ElginN.PealNaadamPringle of ScotlandQuinceJumper 1234White + WarrenJ.CrewChinti & ParkerJenni KayneLoro PianaAlludeBrunello CucinelliBrora
Oct 202517.3%17.3%17.3%9.5%6.3%2.3%6.3%8.6%5.2%2.8%2.3%1.9%2.1%0.68%
Nov 202518.1%14.8%22.1%8.1%8.1%1.6%5.4%7.2%5.4%3%2.4%1.3%1.9%0.57%
Dec 202521.4%17.5%17.5%7.8%9.6%1.3%4.3%7%4.3%2.3%2.3%1%2.9%0.69%
Jan 202624.5%16.4%16.4%9%6%1.8%4.9%5.9%4.9%2.2%2.7%1.5%3%0.97%
Feb 202620.6%16.9%13.8%9.2%6.2%2.2%5%7.3%5%5%2.7%1.8%3%1%
Mar 202616.4%36.7%11%9%4.9%1.8%4%3.6%3.3%1.8%2.7%1.5%2.6%0.79%
Apr 202620.7%25.3%13.8%11.3%4.1%1.8%5%4.1%4.1%2.2%2.8%1.5%2.2%0.99%
May 202622.2%22.2%14.9%12.2%4.4%1.3%4.4%3.5%4.4%2.4%3%1.3%2.6%1.1%
Jun 202624.5%24.5%13.4%13.4%4%1.2%4%3.2%4%1.7%2.2%1.2%2.1%0.9%
Jul 202622.4%15%22.4%12.2%3.6%1.1%4.5%3.6%4.5%2%4.5%1.3%2.2%0.83%
Aug 202624.5%20.1%13.4%11%4.9%2.1%4.9%4.3%4%2.7%2.7%1.8%2.4%1.4%
Sep 202622.4%18.3%12.3%10%6.7%5.5%5.5%5.4%3.6%3%2.4%2%1.9%1%

  1. 1.Johnstons of Elgin

    22.4%

    Held 1st. 40.5K estimated branded searches, +22.4% vs prior month. Share -2.1 points.

  2. 2.N.Peal

    18.3%

    Held 2nd. 33.1K estimated branded searches, +22.1% vs prior month. Share -1.8 points.

  3. 3.Naadam

    12.3%

    Held 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share -1.1 points.

  4. 4.Pringle of Scotland

    10%

    Held 4th. 18.1K estimated branded searches, +22.3% vs prior month. Share -1 points.

  5. 5.Quince

    6.7%

    Held 5th. 12.1K estimated branded searches, +83.3% vs prior month. Share +1.8 points.

  6. 6.Jumper 1234

    5.5%

    Moved from 12th to 6th. 9.9K estimated branded searches, +241.4% vs prior month. Share +3.3 points.

  7. 7.White + Warren

    5.5%

    Moved from 6th to 7th. 9.9K estimated branded searches, +50% vs prior month. Share +0.6 points.

  8. 8.J.Crew

    5.4%

    Moved from 7th to 8th. 9.8K estimated branded searches, +69% vs prior month. Share +1.1 points.

  9. 9.Chinti & Parker

    3.6%

    Moved from 8th to 9th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.4 points.

  10. 10.Jenni Kayne

    3%

    Moved from 9th to 10th. 5.4K estimated branded searches, +50% vs prior month. Share +0.3 points.

  11. 11.Loro Piana

    2.4%

    Moved from 10th to 11th. 4.4K estimated branded searches, +22.2% vs prior month. Share -0.2 points.

  12. 12.Allude

    2%

    Moved from 13th to 12th. 3.6K estimated branded searches, +50% vs prior month. Share +0.2 points.

  13. 13.Brunello Cucinelli

    1.9%

    Moved from 11th to 13th. 3.5K estimated branded searches, +9.4% vs prior month. Share -0.4 points.

  14. 14.Brora

    1%

    Held 14th. 1.9K estimated branded searches, 0% vs prior month. Share -0.4 points.

Loro Piana and Brunello Cucinelli sell other things too, so only their searches that name this product count here, like “loro piana cashmere”.

Compare popularity between Naadam and its closest rivals

Every comparison with Naadam

13 comparisons

How has branded search demand for Naadam changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Naadam worldwide fell from 40.5K to 22.2K.
  • Across the 12 months ending September 2026, Naadam’s share of searches among cashmere brands worldwide decreased from 17.3% to 12.3%.
  • Across the 12 months ending September 2026, Naadam’s share of searches among cashmere brands worldwide peaked at 22.4% in July 2026 and was lowest at 11% in March 2026.

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

6 changes

  1. In September 2026, Jumper 1234 overtook White + Warren and 5 others to rank 6th among cashmere brands worldwide, with 5.5% of the searches.

  2. In September 2026, Quince gained share of searches among cashmere brands worldwide, from 4.9% to 6.7%.

  3. In September 2026, J.Crew gained share of searches among cashmere brands worldwide, from 4.3% to 5.4%.

  4. In September 2026, White + Warren gained share of searches among cashmere brands worldwide, from 4.9% to 5.5%.

  5. In September 2026, Johnstons of Elgin lost share of searches among cashmere brands worldwide, from 24.5% to 22.4%.

  6. In September 2026, N.Peal lost share of searches among cashmere brands worldwide, from 20.1% to 18.3%.

How are Naadam’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Naadam’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.

  • naadam

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How the Brand Demand Index is measured

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