Brandwave

How popular isRab?

In September 2026, people searched for Rab by name about 368,000 times worldwide, a 22.3% increase from the previous year. These searches made up 10.9% of all global softshell jacket brand searches, placing Rab third out of six brands. When we asked both ChatGPT and Google AI Overviews about softshell jacket brands, Rab appeared in four of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Rab is the third most searched of 6 competitors and the third most recommended in AI answers.

  1. Arc'teryxShare of searches 66.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. CarharttShare of searches 13.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. RabShare of searches 10.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. ColumbiaShare of searches 7.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. Outdoor ResearchShare of searches 2.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

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Top softshell jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rab was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Rab is the third most recommended of the six.

Most recommended by AI

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

  1. Arc'teryx1st
  2. Outdoor Research2nd
  3. Rab3rd
  4. Mammut4th
  5. Columbia5th
  6. Carhartt–

Mentioned by AI

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

  • Arc'teryx4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rab4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Outdoor Research4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Columbia2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mammut1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Carhartt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about softshell jacket 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 softshell jacket brands compete with Rab?

Rab against softshell jacket brands worldwide, by month

Share of searches by month for Arc'teryx, Carhartt, Rab, Columbia, Outdoor Research. The figures are in the table below the chart.

View monthly share of searches table
MonthArc'teryxCarharttRabColumbiaOutdoor ResearchMammut
Oct 202563.2%19%6.9%8.4%2.1%0.39%
Nov 202559.6%21.8%5.4%10.9%2%0.35%
Dec 202560.7%22.3%4.5%10.3%2%0.29%
Jan 202665.2%16%7.2%9.1%2.1%0.38%
Feb 202664.3%12.9%10.6%8.6%3.2%0.47%
Mar 202666.8%11%11%8%2.7%0.42%
Apr 202665.6%8.8%13.2%8.8%3.2%0.49%
May 202667.2%7.4%13.5%8.2%3.3%0.4%
Jun 202667.6%7.4%13.6%7.7%3.3%0.4%
Jul 202665.6%7.2%16.1%7.5%3.2%0.39%
Aug 202666.8%9%13.4%7.6%2.7%0.4%
Sep 202666.1%13.3%10.9%7.2%2.2%0.4%

  1. 1.Arc'teryx

    66.1%

    Held 1st. 2.2M estimated branded searches, +22.4% vs prior month. Share -0.8 points.

  2. 2.Carhartt

    13.3%

    Moved from 3rd to 2nd. 450K estimated branded searches, +82.9% vs prior month. Share +4.3 points.

  3. 3.Rab

    10.9%

    Moved from 2nd to 3rd. 368K estimated branded searches, 0% vs prior month. Share -2.6 points.

  4. 4.Columbia

    7.2%

    Held 4th. 245K estimated branded searches, +17.2% vs prior month. Share -0.4 points.

  5. 5.Outdoor Research

    2.2%

    Held 5th. 74K estimated branded searches, 0% vs prior month. Share -0.5 points.

  6. 6.Mammut

    0.4%

    Held 6th. 13.4K estimated branded searches, +22.9% vs prior month. Share 0 points.

Compare popularity between Rab and its closest rivals

Every comparison with Rab

16 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Rab worldwide rose from 301K to 368K.
  • Across the 12 months ending September 2026, Rab’s share of searches among softshell jacket brands worldwide increased from 6.9% to 10.9%.
  • Across the 12 months ending September 2026, Rab’s share of searches among softshell jacket brands worldwide peaked at 16.1% in July 2026 and was lowest at 4.5% in December 2025.
  • Across the 12 months ending September 2026, Rab rose from 4th to 3rd among softshell jacket brands worldwide.

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

6 changes

  1. In September 2026, Carhartt overtook Rab to rank 2nd among softshell jacket brands worldwide, with 13.3% of the searches.

  2. In September 2026, Rab lost share of searches among softshell jacket brands worldwide, from 13.4% to 10.9%.

  3. In September 2026, Arc'teryx lost share of searches among softshell jacket brands worldwide, from 66.8% to 66.1%.

  4. In September 2026, Outdoor Research lost share of searches among softshell jacket brands worldwide, from 2.7% to 2.2%.

  5. Estimated monthly branded searches for Columbia worldwide fell 33.1% over 12 measured months, from 366K to 245K in September 2026.

  6. Estimated monthly branded searches for Mammut worldwide fell 19.8% over 12 measured months, from 16.7K to 13.4K in September 2026.

How are Rab’s branded searches counted?

1 search term

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

  • rab

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How the Brand Demand Index is measured

Where does Rab compete?

Rab is ranked in four 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 brands8th of 91.4%Show ranking
Waterproof jacket brands7th of 93.1%Show ranking
Outdoor clothing brands6th of 113.3%Show ranking
Softshell jacket brands3rd of 610.9%Shown above
Creator with pink hair and a pink jacket

Is Rab your brand?

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