Brandwave

How popular isPatagonia?

In September 2026, people searched for Patagonia by name about 2.8 million times worldwide, a 32.9% decrease from the previous year. These searches made up 15.7% of all global coat searches, placing Patagonia third out of 11 coats. When we asked both ChatGPT and Google AI Overviews about coats, Patagonia appeared in three of the five answers and was the fourth most recommended of the 11.

Search and AI answers in September 2026

Patagonia is the third most searched of 11 competitors and the fourth most recommended in AI answers.

  1. AritziaShare of searches 23.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. The North FaceShare of searches 23.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. PatagoniaShare of searches 15.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. BurberryShare of searches 12.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  5. BarbourShare of searches 7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top coats in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Patagonia was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Patagonia is the fourth most recommended of the 11.

Most recommended by AI

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

  1. Canada Goose1st
  2. The North Face2nd
  3. Max Mara3rd
  4. Patagonia4th
  5. Aritzia5th
  6. Quince6th
  7. Burberry7th
  8. Mackage8th
  9. Barbour–
  10. Moncler–
  11. +1 more

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

+1 more

See every answer about coats

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 19, 2026.

Which coats compete with Patagonia?

Patagonia against coats worldwide, by month

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
MonthAritziaThe North FacePatagoniaBurberryBarbourCanada GooseMonclerMax MaraQuinceMackageWoolrich
Oct 202517.2%28.2%17.2%9.4%7.7%7.7%7.7%3.5%1.1%0.25%0.08%
Nov 202521.2%31.6%14.2%7.8%5.2%9.5%6.4%2.8%0.97%0.31%0.08%
Dec 202517.2%31.2%14%9.4%6.3%9.4%7.7%2.8%1.4%0.46%0.08%
Jan 202616.8%30.5%16.8%9.2%5%9.2%7.5%3.4%1.3%0.3%0.07%
Feb 202616.1%29.2%19.7%10.7%4.8%7.2%7.2%3.2%1.6%0.24%0.06%
Mar 202621%23.5%21%11.5%6.3%5.2%5.2%4.2%2%0.09%0.04%
Apr 202624.7%20.1%20.2%13.5%6.1%4.1%5%4.1%2.3%0.06%0.03%
May 202623.8%23.6%19.4%13%4.8%3.9%4.8%3.9%2.7%0.05%0.03%
Jun 202626.5%21.5%21.7%11.9%3.6%3.6%4.4%4.4%2.5%0.06%0.03%
Jul 202625.3%25.1%20.7%11.3%3.4%3.4%4.1%4.1%2.4%0.11%0.03%
Aug 202622.3%24.4%18.2%12.2%5.5%5.5%5.5%3.7%2.6%0.18%0.04%
Sep 202623.4%23.3%15.7%12.8%7%5.7%5.7%3.8%2.2%0.28%0.07%

  1. 1.Aritzia

    23.4%

    Moved from 2nd to 1st. 4.1M estimated branded searches, +22.1% vs prior month. Share +1.1 points.

  2. 2.The North Face

    23.3%

    Moved from 1st to 2nd. 4.1M estimated branded searches, +11.2% vs prior month. Share -1.1 points.

  3. 3.Patagonia

    15.7%

    Held 3rd. 2.7M estimated branded searches, 0% vs prior month. Share -2.6 points.

  4. 4.Burberry

    12.8%

    Held 4th. 2.2M estimated branded searches, +22.4% vs prior month. Share +0.6 points.

  5. 5.Barbour

    7%

    Held 5th. 1.2M estimated branded searches, +48.2% vs prior month. Share +1.5 points.

  6. 6.Canada Goose

    5.7%

    Held 6th. 1M estimated branded searches, +21.5% vs prior month. Share +0.2 points.

  7. 7.Moncler

    5.7%

    Held 7th. 1M estimated branded searches, +21.5% vs prior month. Share +0.2 points.

  8. 8.Max Mara

    3.8%

    Held 8th. 673K estimated branded searches, +22.4% vs prior month. Share +0.2 points.

  9. 9.Quince

    2.2%

    Held 9th. 392K estimated branded searches, +1.4% vs prior month. Share -0.3 points.

  10. 10.Mackage

    0.28%

    Held 10th. 49.5K estimated branded searches, +82.7% vs prior month. Share +0.1 points.

  11. 11.Woolrich

    0.07%

    Held 11th. 12.1K estimated branded searches, +83.3% vs prior month. Share 0 points.

Compare popularity between Patagonia and its closest rivals

Every comparison with Patagonia

79 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Patagonia worldwide fell from 4.1M to 2.8M.
  • Across the 12 months ending September 2026, Patagonia’s share of searches among coats worldwide decreased from 17.2% to 15.7%.
  • Across the 12 months ending September 2026, Patagonia’s share of searches among coats worldwide peaked at 21.7% in June 2026 and was lowest at 14% in December 2025.

How did search popularity change for coats worldwide in September 2026?

6 changes

  1. In September 2026, Aritzia overtook The North Face to become the leader among coats worldwide, with 23.4% of the searches.

  2. In September 2026, Barbour gained share of searches among coats worldwide, from 5.5% to 7%.

  3. In September 2026, Burberry gained share of searches among coats worldwide, from 12.2% to 12.8%.

  4. In September 2026, Patagonia lost share of searches among coats worldwide, from 18.2% to 15.7%.

  5. In September 2026, The North Face lost share of searches among coats worldwide, from 24.4% to 23.3%.

  6. Estimated monthly branded searches for Quince worldwide rose 45.9% over 12 measured months, from 269K to 392K in September 2026.

How are Patagonia’s branded searches counted?

3 search terms

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

  • patagonia
  • patagonia hat
  • patagonia kids

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

How the Brand Demand Index is measured

Where does Patagonia compete?

Patagonia is ranked in 18 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Puffer jacket brands3rd of 910.7%Show ranking
Hoodies3rd of 813.3%Show ranking
Coats3rd of 1115.7%Shown above
Swim shorts brands2nd of 917.6%Show ranking
Waterproof jacket brands2nd of 922.9%Show ranking
Jackets2nd of 623.8%Show ranking
Outdoor clothing brands2nd of 1124.9%Show ranking
Snow pants brands2nd of 925.8%Show ranking
Ski jackets2nd of 926.9%Show ranking
Fleece brands2nd of 527.8%Show ranking
Rain jacket brands2nd of 627.9%Show ranking
Surf brands1st of 1157%Show ranking
Wetsuit brands1st of 859.9%Show ranking
Kids clothing brands14th of 150.41%Show ranking
Base layer brands1st of 869.2%Show ranking
Travel backpack brands1st of 970.4%Show ranking
Board shorts brands1st of 477%Show ranking
Hats9th of 100.61%Show ranking
Creator with pink hair and a pink jacket

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