Brandwave

How popular isPrimary?

In September 2026, people searched for Primary by name about 13,400 times worldwide, about the same as the previous year. These searches made up 0.3% of all global kids clothing brand searches, placing Primary 15th out of 15 brands. When we asked both ChatGPT and Google AI Overviews about kids clothing brands, Primary appeared in two of the five answers and was the fourth most recommended of the 15.

Search and AI answers in September 2026

Primary is the 15th most searched of 15 competitors and the fourth 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. PrimaryShare of searches 0.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top kids clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Primary was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Primary is the fourth 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 Primary?

Primary 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, Primary. 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 Primary and its closest rivals

Every comparison with Primary

20 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Primary worldwide held steady, from 14K to 13.4K.
  • Across the 12 months ending September 2026, Primary’s share of searches among kids clothing brands worldwide held steady at 0.3%.

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 Primary’s branded searches counted?

2 search terms

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

  • primary kids clothes
  • primary.com

Do you work for Primary? 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 Primary compete?

Primary is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Kids clothing brands15th of 150.3%Shown above
Baby clothing brands6th of 100.4%Show ranking
Creator with pink hair and a pink jacket

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