How popular isThe North Face?
In September 2026, people searched for The North Face by name about 4.1 million times worldwide, a 39.3% decrease from the previous year. These searches made up 23.3% of all global coat searches, placing The North Face second out of 11 coats. When we asked both ChatGPT and Google AI Overviews about coats, The North Face appeared in all answers and was the second most recommended of the 11.
The North Face is the second most searched of 11 competitors and the second most recommended in AI answers.
AritziaShare of searches 23.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
The North FaceShare of searches 23.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
PatagoniaShare of searches 15.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
BurberryShare of searches 12.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
BarbourShare of searches 7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top coats in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, The North Face appeared in all five answers. The North Face is the second most recommended of the 11.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
See every answer about coats
5 answers
Asked ChatGPT
“Which coat brand should I buy?”
Asked ChatGPT
“What are the best coat brands?”
Asked ChatGPT
“What's the best coat brand for cold winter weather?”
Searched Google, AI Overview
“coat brands”
Searched Google, AI Overview
“winter coat brand”
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 The North Face?
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
| Month | Aritzia | The North Face | Patagonia | Burberry | Barbour | Canada Goose | Moncler | Max Mara | Quince | Mackage | Woolrich |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 17.2% | 28.2% | 17.2% | 9.4% | 7.7% | 7.7% | 7.7% | 3.5% | 1.1% | 0.25% | 0.08% |
| Nov 2025 | 21.2% | 31.6% | 14.2% | 7.8% | 5.2% | 9.5% | 6.4% | 2.8% | 0.97% | 0.31% | 0.08% |
| Dec 2025 | 17.2% | 31.2% | 14% | 9.4% | 6.3% | 9.4% | 7.7% | 2.8% | 1.4% | 0.46% | 0.08% |
| Jan 2026 | 16.8% | 30.5% | 16.8% | 9.2% | 5% | 9.2% | 7.5% | 3.4% | 1.3% | 0.3% | 0.07% |
| Feb 2026 | 16.1% | 29.2% | 19.7% | 10.7% | 4.8% | 7.2% | 7.2% | 3.2% | 1.6% | 0.24% | 0.06% |
| Mar 2026 | 21% | 23.5% | 21% | 11.5% | 6.3% | 5.2% | 5.2% | 4.2% | 2% | 0.09% | 0.04% |
| Apr 2026 | 24.7% | 20.1% | 20.2% | 13.5% | 6.1% | 4.1% | 5% | 4.1% | 2.3% | 0.06% | 0.03% |
| May 2026 | 23.8% | 23.6% | 19.4% | 13% | 4.8% | 3.9% | 4.8% | 3.9% | 2.7% | 0.05% | 0.03% |
| Jun 2026 | 26.5% | 21.5% | 21.7% | 11.9% | 3.6% | 3.6% | 4.4% | 4.4% | 2.5% | 0.06% | 0.03% |
| Jul 2026 | 25.3% | 25.1% | 20.7% | 11.3% | 3.4% | 3.4% | 4.1% | 4.1% | 2.4% | 0.11% | 0.03% |
| Aug 2026 | 22.3% | 24.4% | 18.2% | 12.2% | 5.5% | 5.5% | 5.5% | 3.7% | 2.6% | 0.18% | 0.04% |
| Sep 2026 | 23.4% | 23.3% | 15.7% | 12.8% | 7% | 5.7% | 5.7% | 3.8% | 2.2% | 0.28% | 0.07% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 23.4% | 4.1M | +22.1% | +1.1 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 23.3% | 4.1M | +11.2% | -1.1 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 15.7% | 2.7M | 0% | -2.6 points | |
| 4, held 4th | 12.8% | 2.2M | +22.4% | +0.6 points | |
| 5, held 5th | 7% | 1.2M | +48.2% | +1.5 points | |
| 6, held 6th | 5.7% | 1M | +21.5% | +0.2 points | |
| 7, held 7th | 5.7% | 1M | +21.5% | +0.2 points | |
| 8, held 8th | 3.8% | 673K | +22.4% | +0.2 points | |
| 9, held 9th | 2.2% | 392K | +1.4% | -0.3 points | |
| 10, held 10th | 0.28% | 49.5K | +82.7% | +0.1 points | |
| 11, held 11th | 0.07% | 12.1K | +83.3% | 0 points |
1.
Aritzia23.4%
Moved from 2nd to 1st. 4.1M estimated branded searches, +22.1% vs prior month. Share +1.1 points.
23.3%
Moved from 1st to 2nd. 4.1M estimated branded searches, +11.2% vs prior month. Share -1.1 points.
15.7%
Held 3rd. 2.7M estimated branded searches, 0% vs prior month. Share -2.6 points.
4.
Burberry12.8%
Held 4th. 2.2M estimated branded searches, +22.4% vs prior month. Share +0.6 points.
5.
Barbour7%
Held 5th. 1.2M estimated branded searches, +48.2% vs prior month. Share +1.5 points.
5.7%
Held 6th. 1M estimated branded searches, +21.5% vs prior month. Share +0.2 points.
7.
Moncler5.7%
Held 7th. 1M estimated branded searches, +21.5% vs prior month. Share +0.2 points.
8.
Max Mara3.8%
Held 8th. 673K estimated branded searches, +22.4% vs prior month. Share +0.2 points.
9.
Quince2.2%
Held 9th. 392K estimated branded searches, +1.4% vs prior month. Share -0.3 points.
10.
Mackage0.28%
Held 10th. 49.5K estimated branded searches, +82.7% vs prior month. Share +0.1 points.
11.
Woolrich0.07%
Held 11th. 12.1K estimated branded searches, +83.3% vs prior month. Share 0 points.
Compare popularity between The North Face and its closest rivals
Every comparison with The North Face
51 comparisons
- Aritzia vs The North Face
- Nike vs The North Face
- The North Face vs Uniqlo
- The North Face vs Under Armour
- Patagonia vs The North Face
- Arc'teryx vs The North Face
- Burberry vs The North Face
- Barbour vs The North Face
- Canada Goose vs The North Face
- Moncler vs The North Face
- Fjällräven vs The North Face
- Max Mara vs The North Face
- Helly Hansen vs The North Face
- Kathmandu vs The North Face
- Roxy vs The North Face
- Quince vs The North Face
- Rab vs The North Face
- Smiggle vs The North Face
- Coleman vs The North Face
- Bellroy vs The North Face
- JanSport vs The North Face
- Peak Design vs The North Face
- The North Face vs Volcom
- Herschel vs The North Face
- Spyder vs The North Face
- Osprey vs The North Face
- Norrøna vs The North Face
- Hanes vs The North Face
- Columbia vs The North Face
- Macpac vs The North Face
- Burton vs The North Face
- Outdoor Research vs The North Face
- REI Co-op vs The North Face
- Reigning Champ vs The North Face
- GORUCK vs The North Face
- Mackage vs The North Face
- Aer vs The North Face
- Salomon vs The North Face
- Big Agnes vs The North Face
- Eastpak vs The North Face
- Mons Royale vs The North Face
- NOMATIC vs The North Face
- Icebreaker vs The North Face
- Deuter vs The North Face
- Gildan vs The North Face
- Hilleberg vs The North Face
- Nemo vs The North Face
- The North Face vs Woolrich
- MSR vs The North Face
- Champion vs The North Face
- Carhartt vs The North Face
How has branded search demand for The North Face changed worldwide over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for The North Face worldwide fell from 6.7M to 4.1M.
- Across the 12 months ending September 2026, The North Face’s share of searches among coats worldwide decreased from 28.2% to 23.3%.
- Across the 12 months ending September 2026, The North Face’s share of searches among coats worldwide peaked at 31.6% in November 2025 and was lowest at 20.1% in April 2026.
- Across the 12 months ending September 2026, The North Face fell from 1st to 2nd among coats worldwide.
How did search popularity change for coats worldwide in September 2026?
6 changes
In September 2026, Aritzia overtook The North Face to become the leader among coats worldwide, with 23.4% of the searches.
In September 2026, Barbour gained share of searches among coats worldwide, from 5.5% to 7%.
In September 2026, Burberry gained share of searches among coats worldwide, from 12.2% to 12.8%.
In September 2026, Patagonia lost share of searches among coats worldwide, from 18.2% to 15.7%.
In September 2026, The North Face lost share of searches among coats worldwide, from 24.4% to 23.3%.
Estimated monthly branded searches for Quince worldwide rose 45.9% over 12 measured months, from 269K to 392K in September 2026.
How are The North Face’s branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using The North Face’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.
- north face
- the north face
- thenorthface
Do you work for The North Face? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does The North Face compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| School bags | 2nd of 8 | 12.3% | Show ranking |
| Puffer jacket brands | 2nd of 9 | 15.8% | Show ranking |
| Hoodies | 2nd of 8 | 19.7% | Show ranking |
| Coats | 2nd of 11 | 23.3% | Shown above |
| Waterproof jacket brands | 1st of 9 | 34% | Show ranking |
| Jackets | 1st of 6 | 35.3% | Show ranking |
| Outdoor clothing brands | 1st of 11 | 36.9% | Show ranking |
| Snow pants brands | 1st of 9 | 38.3% | Show ranking |
| Ski jackets | 1st of 9 | 40% | Show ranking |
| Fleece brands | 1st of 5 | 41.3% | Show ranking |
| Rain jacket brands | 1st of 6 | 41.5% | Show ranking |
| Backpack brands | 1st of 11 | 65.9% | Show ranking |
| Camping tent brands | 1st of 9 | 79.3% | Show ranking |
Is The North Face your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.