Brandwave

How popular isSchott?

In September 2026, people searched for Schott by name about 110,000 times worldwide, a 33.3% decrease from the previous year. These searches made up 2.4% of all global biker jacket brand searches, placing Schott sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about biker jacket brands, Schott appeared in all answers and was the most recommended of the seven.

Search and AI answers in September 2026

Schott is the sixth most searched of 7 competitors and the most recommended in AI answers.

  1. Harley-DavidsonShare of searches 59.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. BarbourShare of searches 26.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. AllSaintsShare of searches 5.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. DaineseShare of searches 2.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. SchottShare of searches 2.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top biker jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Schott appeared in all five answers. Schott is the most recommended of the seven.

Most recommended by AI

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

  1. Schott1st
  2. AllSaints2nd
  3. Vanson Leathers3rd
  4. Belstaff4th
  5. Harley-Davidson5th
  6. Dainese6th
  7. Barbour–

Mentioned by AI

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

  • Schott5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AllSaints4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Belstaff3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vanson Leathers3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dainese2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harley-Davidson1 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

See every answer about biker 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 20, 2026.

Which biker jacket brands compete with Schott?

Schott against biker jacket brands worldwide, by month

Share of searches by month for Harley-Davidson, Barbour, AllSaints, Dainese, Belstaff, Schott. The figures are in the table below the chart.

View monthly share of searches table
MonthHarley-DavidsonBarbourAllSaintsDaineseBelstaffSchottVanson Leathers
Oct 202555.8%30.5%5%2.7%2.7%2.7%0.42%
Nov 202549.5%33.1%6.6%3%3.6%3.6%0.55%
Dec 202550.7%33.9%5.6%2.5%3.7%3.1%0.56%
Jan 202658.3%26%5.2%3.5%2.9%3.5%0.53%
Feb 202666%19.8%4.8%3.3%2.7%2.7%0.71%
Mar 202666.9%20%4.9%3.3%2.2%2.2%0.59%
Apr 202670%17.2%5.1%3.4%1.9%1.9%0.42%
May 202672.2%14.5%5.3%3.6%2%2%0.52%
Jun 202676.7%10.3%5.6%3.1%2.1%1.7%0.45%
Jul 202673.6%12.1%6.6%3.6%1.6%2%0.43%
Aug 202670.8%17.4%5.2%2.9%1.6%1.6%0.62%
Sep 202659.7%26.6%5.4%2.9%2.4%2.4%0.65%

  1. 1.Harley-Davidson

    59.7%

    Held 1st. 2.7M estimated branded searches, -18.2% vs prior month. Share -11.1 points.

  2. 2.Barbour

    26.6%

    Held 2nd. 1.2M estimated branded searches, +48.2% vs prior month. Share +9.2 points.

  3. 3.AllSaints

    5.4%

    Held 3rd. 246K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Dainese

    2.9%

    Held 4th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Belstaff

    2.4%

    Held 5th. 110K estimated branded searches, +48.6% vs prior month. Share +0.8 points.

  6. 6.Schott

    2.4%

    Held 6th. 110K estimated branded searches, +48.6% vs prior month. Share +0.8 points.

  7. 7.Vanson Leathers

    0.65%

    Held 7th. 30K estimated branded searches, +1.7% vs prior month. Share 0 points.

Compare popularity between Schott and its closest rivals

Every comparison with Schott

11 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Schott worldwide fell from 165K to 110K.
  • Across the 12 months ending September 2026, Schott’s share of searches among biker jacket brands worldwide peaked at 3.6% in November 2025 and was lowest at 1.6% in August 2026.

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

6 changes

  1. In September 2026, Barbour gained share of searches among biker jacket brands worldwide, from 17.4% to 26.6%.

  2. In September 2026, Belstaff gained share of searches among biker jacket brands worldwide, from 1.6% to 2.4%.

  3. In September 2026, Schott gained share of searches among biker jacket brands worldwide, from 1.6% to 2.4%.

  4. In September 2026, Harley-Davidson lost share of searches among biker jacket brands worldwide, from 70.8% to 59.7%.

  5. Estimated monthly branded searches for Vanson Leathers worldwide rose 19.5% over 12 measured months, from 25.1K to 30K in September 2026.

  6. Estimated monthly branded searches for AllSaints worldwide fell 18.3% over 12 measured months, from 301K to 246K in September 2026.

How are Schott’s branded searches counted?

1 search term

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

  • schott

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How the Brand Demand Index is measured

Where does Schott compete?

Schott 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
Biker jacket brands6th of 72.4%Shown above
Leather jacket brands4th of 96.8%Show ranking
Creator with pink hair and a pink jacket

Is Schott your brand?

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