Brandwave

How popular isQuince?

In September 2026, people searched for Quince by name about 403,000 times worldwide, a 46% increase from the previous year. These searches made up 1.9% of all global underwear brand searches, placing Quince fourth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about underwear brands, Quince appeared in two of the five answers and was the sixth most recommended of the 12.

Search and AI answers in September 2026

Quince is the fourth most searched of 12 competitors and the sixth most recommended in AI answers.

  1. UniqloShare of searches 65.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Calvin KleinShare of searches 16%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. IntimissimiShare of searches 13.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  4. QuinceShare of searches 1.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. JockeyShare of searches 1.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+7 more

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Top underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Quince was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Quince is the sixth most recommended of the 12.

Most recommended by AI

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

  1. Calvin Klein1st
  2. Uniqlo2nd
  3. SKIMS3rd
  4. MeUndies4th
  5. Tommy John5th
  6. Quince6th
  7. Hanes7th
  8. Intimissimi8th
  9. Mack Weldon9th
  10. Jockey–
  11. +2 more

Mentioned by AI

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

  • Calvin Klein5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MeUndies3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SKIMS3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Intimissimi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hanes2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy John2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mack Weldon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jockey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about underwear 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 21, 2026.

Which underwear brands compete with Quince?

Quince against underwear brands worldwide, by month

Share of searches by month for Uniqlo, Calvin Klein, Intimissimi, Quince. The figures are in the table below the chart.

View monthly share of searches table
MonthUniqloCalvin KleinIntimissimiQuinceJockeyHanesMeUndiesStep OneTommy JohnSKIMSMack WeldonBonds
Oct 202568.2%13.8%13.8%1.1%0.83%0.55%0.55%0.36%0.37%0.3%0.17%0.09%
Nov 202566%16.2%13.2%1.1%0.65%0.53%0.65%0.62%0.53%0.24%0.24%0.07%
Dec 202561.4%15.1%18.5%1.5%0.74%0.61%0.74%0.4%0.41%0.22%0.22%0.08%
Jan 202666%13.3%16.3%1.3%0.8%0.54%0.8%0.33%0.24%0.24%0.16%0.07%
Feb 202658.9%21.7%14.5%1.4%0.88%0.58%0.72%0.44%0.32%0.32%0.18%0.08%
Mar 202660.7%22.3%12.2%1.4%0.9%0.6%0.6%0.4%0.27%0.27%0.15%0.07%
Apr 202667.2%16.5%11.1%1.6%0.99%0.67%0.67%0.44%0.37%0.3%0.16%0.07%
May 202662.9%18.9%12.7%1.8%1.1%0.62%0.62%0.41%0.42%0.34%0.15%0.07%
Jun 202660.7%18.3%15%1.7%1.3%0.74%0.74%0.49%0.33%0.4%0.18%0.08%
Jul 202660.6%18.3%15%1.7%1.3%0.74%0.74%0.48%0.4%0.49%0.15%0.08%
Aug 202663.2%15.6%12.7%1.8%1.1%0.63%0.63%0.5%3.1%0.42%0.15%0.08%
Sep 202665.1%16%13.1%1.9%1.2%0.65%0.65%0.44%0.35%0.29%0.16%0.09%

  1. 1.Uniqlo

    65.1%

    Held 1st. 13.6M estimated branded searches, 0% vs prior month. Share +1.9 points.

  2. 2.Calvin Klein

    16%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.Intimissimi

    13.1%

    Held 3rd. 2.7M estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.Quince

    1.9%

    Moved from 5th to 4th. 392K estimated branded searches, +1.4% vs prior month. Share +0.1 points.

  5. 5.Jockey

    1.2%

    Moved from 6th to 5th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Hanes

    0.65%

    Moved from 7th to 6th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.MeUndies

    0.65%

    Moved from 8th to 7th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Step One

    0.44%

    Moved from 9th to 8th. 92.1K estimated branded searches, -15.2% vs prior month. Share -0.1 points.

  9. 9.Tommy John

    0.35%

    Moved from 4th to 9th. 74K estimated branded searches, -89% vs prior month. Share -2.8 points.

  10. 10.SKIMS

    0.29%

    Held 10th. 60.5K estimated branded searches, -33.1% vs prior month. Share -0.1 points.

  11. 11.Mack Weldon

    0.16%

    Held 11th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Bonds

    0.09%

    Held 12th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Quince and its closest rivals

Every comparison with Quince

65 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Quince worldwide rose from 276K to 403K.
  • Across the 12 months ending September 2026, Quince’s share of searches among underwear brands worldwide increased from 1.1% to 1.9%.

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

6 changes

  1. In September 2026, Uniqlo gained share of searches among underwear brands worldwide, from 63.2% to 65.1%.

  2. In September 2026, Tommy John lost share of searches among underwear brands worldwide, from 3.1% to 0.35%.

  3. In September 2026, Hanes rose from 7th to 6th among underwear brands worldwide.

  4. In September 2026, Jockey rose from 6th to 5th among underwear brands worldwide.

  5. In September 2026, MeUndies rose from 8th to 7th among underwear brands worldwide.

  6. In September 2026, Quince rose from 5th to 4th among underwear brands worldwide.

How are Quince’s branded searches counted?

5 search terms

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

  • quince cashmere
  • quince clothing
  • quince maternity
  • quince silk pillowcase
  • quince.com

Do you work for Quince? 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 Quince compete?

Quince is ranked in nine 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 retailers11th of 130.42%Show ranking
Underwear brands4th of 121.9%Shown above
Coats9th of 112.2%Show ranking
Bed sheet brands2nd of 831.8%Show ranking
Duvet brands1st of 942.2%Show ranking
Duvet cover brands1st of 547.8%Show ranking
Bamboo sheets brands1st of 751.4%Show ranking
Maternity clothing brands9th of 132.1%Show ranking
Silk pillowcase brands5th of 103.7%Show ranking
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