Brandwave

How popular isOld Navy?

In September 2026, people searched for Old Navy by name about 9.2 million times worldwide, a 17.6% decrease from the previous year. These searches made up 0.5% of all global kids clothing brand searches, placing Old Navy 12th out of 15 brands. When we asked both ChatGPT and Google AI Overviews about kids clothing brands, Old Navy appeared in all answers and was the second most recommended of the 15.

Search and AI answers in September 2026

Old Navy is the 12th most searched of 15 competitors and the second most recommended in AI answers.

  1. Carter'sShare of searches 61.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. Petit BateauShare of searches 10.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Janie and JackShare of searches 6.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
  4. Gap KidsShare of searches 4.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  5. Old NavyShare of searches 0.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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Top kids clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Old Navy appeared in all five answers. Old Navy is the second most recommended of the 15.

Most recommended by AI

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

  1. Carter's1st
  2. Old Navy2nd
  3. Hanna Andersson3rd
  4. Primary4th
  5. Cat & Jack5th
  6. Patagonia6th
  7. Gap Kids7th
  8. Tea Collection8th
  9. Mini Boden9th
  10. Janie and Jack10th
  11. +5 more

Mentioned by AI

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

  • Old Navy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Carter's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hanna Andersson3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cat & Jack3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gap Kids2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Patagonia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Primary2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Janie and Jack1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mini Boden1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tea Collection1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about kids clothing 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 22, 2026.

Which kids clothing brands compete with Old Navy?

Old Navy against kids clothing brands worldwide, by month

Share of searches by month for Carter's, Petit Bateau, Janie and Jack, Gap Kids, Hanna Andersson, JoJo Maman Bébé, Mini Boden, OshKosh B’gosh, Old Navy. The figures are in the table below the chart.

View monthly share of searches table
MonthCarter'sPetit BateauJanie and JackGap KidsHanna AnderssonJoJo Maman BébéMini BodenOshKosh B’goshPolarn O. PyretCat & JackFrugiOld NavyTea CollectionPatagoniaPrimary
Oct 202558.1%9.5%6.4%5.2%7.8%3.6%2.3%1.6%1.9%0.86%0.86%0.57%0.47%0.57%0.3%
Nov 202557.5%9.4%7.7%5.2%7.7%3.3%2.3%1.6%1.9%0.85%0.85%0.46%0.57%0.46%0.24%
Dec 202559.9%8%6.6%5.4%6.6%3.4%2%2%2%0.89%1.1%0.49%0.49%0.49%0.76%
Jan 202655.1%16.5%6%4.1%4.9%3.9%2.7%1.5%1.8%0.81%1.2%0.36%0.44%0.36%0.28%
Feb 202661.7%10.1%6.8%4.5%4.5%3%2.5%1.7%1.7%0.91%0.91%0.41%0.61%0.33%0.31%
Mar 202655.6%11.2%9.1%5%5%3.4%2.7%1.8%2.2%1%1%0.55%0.67%0.3%0.34%
Apr 202660.4%12.1%6.6%3.6%4.4%3%2.4%2%1.6%0.89%1.1%0.49%0.6%0.27%0.29%
May 202658.2%14.3%6.4%3.5%5.2%3.1%2.4%1.9%1.6%0.86%0.86%0.47%0.7%0.26%0.28%
Jun 202655.4%16.7%6.1%4.1%5%3.6%2.2%1.8%1.5%1%1%0.45%0.55%0.25%0.4%
Jul 202653.2%16%7.2%4.8%4.8%3.4%2.2%2.2%1.8%1.4%1.2%0.65%0.65%0.29%0.32%
Aug 202656.3%11.3%6.2%6.2%5.1%3.6%2.8%2.3%2.3%1.2%0.83%0.68%0.68%0.37%0.28%
Sep 202661.8%10.1%6.8%4.5%4.5%2.5%2.5%2%1.7%0.91%0.91%0.5%0.5%0.41%0.3%

  1. 1.Carter's

    61.8%

    Held 1st. 2.7M estimated branded searches, +22.3% vs prior month. Share +5.5 points.

  2. 2.Petit Bateau

    10.1%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share -1.2 points.

  3. 3.Janie and Jack

    6.8%

    Moved from 4th to 3rd. 301K estimated branded searches, +22.4% vs prior month. Share +0.6 points.

  4. 4.Gap Kids

    4.5%

    Moved from 3rd to 4th. 201K estimated branded searches, -18.3% vs prior month. Share -1.7 points.

  5. 5.Hanna Andersson

    4.5%

    Held 5th. 201K estimated branded searches, 0% vs prior month. Share -0.5 points.

  6. 6.JoJo Maman Bébé

    2.5%

    Held 6th. 113K estimated branded searches, -21.2% vs prior month. Share -1.1 points.

  7. 7.Mini Boden

    2.5%

    Held 7th. 110K estimated branded searches, 0% vs prior month. Share -0.3 points.

  8. 8.OshKosh B’gosh

    2%

    Held 8th. 90.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  9. 9.Polarn O. Pyret

    1.7%

    Held 9th. 74K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  10. 10.Cat & Jack

    0.91%

    Held 10th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  11. 11.Frugi

    0.91%

    Held 11th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.1 points.

  12. 12.Old Navy

    0.5%

    Held 12th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.2 points.

  13. 13.Tea Collection

    0.5%

    Held 13th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.2 points.

  14. 14.Patagonia

    0.41%

    Held 14th. 18.1K estimated branded searches, +22.3% vs prior month. Share 0 points.

  15. 15.Primary

    0.3%

    Held 15th. 13.4K estimated branded searches, +19.6% vs prior month. Share 0 points.

Compare popularity between Old Navy and its closest rivals

Every comparison with Old Navy

37 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Old Navy worldwide fell from 11.2M to 9.2M.
  • Across the 12 months ending September 2026, Old Navy’s share of searches among kids clothing brands worldwide held steady, from 0.57% to 0.5%.

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

6 changes

  1. In September 2026, Janie and Jack overtook Gap Kids to rank 3rd among kids clothing brands worldwide, with 6.8% of the searches.

  2. In September 2026, Carter's gained share of searches among kids clothing brands worldwide, from 56.3% to 61.8%.

  3. In September 2026, Gap Kids lost share of searches among kids clothing brands worldwide, from 6.2% to 4.5%.

  4. In September 2026, Petit Bateau lost share of searches among kids clothing brands worldwide, from 11.3% to 10.1%.

  5. In September 2026, JoJo Maman Bébé lost share of searches among kids clothing brands worldwide, from 3.6% to 2.5%.

  6. In September 2026, Polarn O. Pyret lost share of searches among kids clothing brands worldwide, from 2.3% to 1.7%.

How are Old Navy’s branded searches counted?

3 search terms

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

  • old navy
  • old navy kids
  • old navy maternity

How the Brand Demand Index is measured

Who owns Old Navy?

Old Navy is owned by Gap Inc.. Brandwave also tracks Athleta and Gap Kids, owned by the same company, worldwide.

Do you work for Old Navy? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Old Navy compete?

Old Navy is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Women's fashion retailers4th of 139.7%Show ranking
Kids clothing brands12th of 150.5%Shown above
Maternity clothing brands4th of 136.9%Show ranking
Creator with pink hair and a pink jacket

Is Old Navy your brand?

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