Brandwave

How popular isThe North Face in search?

In September 2026, there were an estimated 4.1M branded searches for The North Face worldwide which is down 39.3% over the last 12 months. The North Face holds 39.2% estimated Share of Search among outdoor clothing brands worldwide and is ranked 1st of 9 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. The North Face39.2%
  2. Patagonia26.4%
  3. Arc'teryx21.6%
  4. Kathmandu5.3%
  5. Rab3.5%
  6. Columbia2.4%
  7. Macpac1.3%
  8. Mons Royale0.26%
  9. Icebreaker0.17%
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Which outdoor clothing brands compete with The North Face?

The North Face against outdoor clothing brands worldwide, by month

Share of Search by month for The North Face, Patagonia, Arc'teryx, Kathmandu, Rab, Columbia. The figures are in the table below the chart.

View monthly share of search table
MonthThe North FacePatagoniaArc'teryxKathmanduRabColumbiaMacpacMons RoyaleIcebreaker
Oct 202544.5%27.2%18.2%4.5%2%2.4%0.9%0.18%0.15%
Nov 202549.6%22.3%18.2%3.7%1.6%3.3%0.9%0.15%0.15%
Dec 202547%21.1%21.1%4.3%1.6%3.6%1%0.17%0.17%
Jan 202644.8%24.6%20.1%4%2.2%2.8%0.99%0.2%0.24%
Feb 202641.6%28%18.7%4.6%3.1%2.5%1.1%0.23%0.19%
Mar 202635.7%32%17.5%7.9%2.9%2.1%1.6%0.32%0.17%
Apr 202631.9%32.1%17.6%9.6%3.5%2.4%2.4%0.32%0.21%
May 202636.5%30%16.4%9%3.3%2%2.2%0.3%0.2%
Jun 202631.2%31.4%17.2%11.5%3.5%2%2.8%0.31%0.21%
Jul 202636.3%29.9%16.3%9%4%1.9%2.2%0.3%0.2%
Aug 202637.2%27.8%18.6%8.4%3.7%2.1%1.7%0.34%0.18%
Sep 202639.2%26.4%21.6%5.3%3.5%2.4%1.3%0.26%0.17%

  1. 1.The North Face

    39.2%

    Held 1st. 4.1M estimated branded searches, +11.2% vs prior month. Share +2 points.

  2. 2.Patagonia

    26.4%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share -1.5 points.

  3. 3.Arc'teryx

    21.6%

    Held 3rd. 2.2M estimated branded searches, +22.4% vs prior month. Share +3 points.

  4. 4.Kathmandu

    5.3%

    Held 4th. 550K estimated branded searches, -33.2% vs prior month. Share -3.1 points.

  5. 5.Rab

    3.5%

    Held 5th. 368K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Columbia

    2.4%

    Held 6th. 245K estimated branded searches, +17.2% vs prior month. Share +0.2 points.

  7. 7.Macpac

    1.3%

    Held 7th. 135K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  8. 8.Mons Royale

    0.26%

    Held 8th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.

  9. 9.Icebreaker

    0.17%

    Held 9th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between The North Face and its closest rivals

Every comparison with The North Face

How has branded search demand for The North Face changed worldwide over the last 12 months?

  • 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 estimated Share of Search among outdoor clothing brands worldwide decreased from 44.5% to 39.2%.
  • Across the 12 months ending September 2026, The North Face’s estimated Share of Search among outdoor clothing brands worldwide peaked at 49.6% in November 2025 and was lowest at 31.2% in June 2026.

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

  1. In September 2026, Arc'teryx gained estimated Share of Search among outdoor clothing brands worldwide, from 18.6% to 21.6%.

  2. In September 2026, The North Face gained estimated Share of Search among outdoor clothing brands worldwide, from 37.2% to 39.2%.

  3. In September 2026, Kathmandu lost estimated Share of Search among outdoor clothing brands worldwide, from 8.4% to 5.3%.

  4. In September 2026, Patagonia lost estimated Share of Search among outdoor clothing brands worldwide, from 27.8% to 26.4%.

  5. Macpac’s estimated Share of Search among outdoor clothing brands worldwide has lost ground for 3 months in a row, from 2.8% to 1.3% in September 2026.

  6. Estimated monthly branded searches for Rab worldwide rose 22.3% over 12 measured months, from 301K to 368K in September 2026.

Where does The North Face compete?

The North Face is ranked in eight competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Puffer jacket brands2nd of 518.5%Show ranking
Hoodies2nd of 619.5%Show ranking
Jackets1st of 635.3%Show ranking
Outdoor clothing brands1st of 939.2%Shown above
Ski jackets1st of 641.1%Show ranking
Fleece brands1st of 541.3%Show ranking
Rain jacket brands1st of 541.8%Show ranking
Backpack brands1st of 776.6%Show ranking

How is The North Face measured?

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.

3 branded search terms

  • north face
  • the north face
  • thenorthface

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How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

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