Brandwave

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 38.3% of all global snow pants brand searches, placing The North Face first out of nine brands. When we asked both ChatGPT and Google AI Overviews about snow pants brands, The North Face appeared in three of the five answers and was the second most recommended of the nine.

Search and AI answers in September 2026

The North Face is the most searched of 9 competitors and the second most recommended in AI answers.

  1. The North FaceShare of searches 38.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. PatagoniaShare of searches 25.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. Arc'teryxShare of searches 21.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. Helly HansenShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. RoxyShare of searches 5.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top snow pants brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face is the second most recommended of the nine.

Most recommended by AI

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

  1. Patagonia1st
  2. The North Face2nd
  3. Arc'teryx3rd
  4. Burton4th
  5. Helly Hansen5th
  6. Outdoor Research6th
  7. Columbia7th
  8. Volcom8th
  9. Roxy–

Mentioned by AI

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

  • The North Face3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Patagonia3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arc'teryx3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Columbia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Burton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Helly Hansen2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Volcom2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Outdoor Research2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Roxy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about snow pants 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 snow pants brands compete with The North Face?

The North Face against snow pants brands worldwide, by month

Share of searches by month for The North Face, Patagonia, Arc'teryx, Helly Hansen, Roxy. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FacePatagoniaArc'teryxHelly HansenRoxyVolcomColumbiaBurtonOutdoor Research
Oct 202543.3%26.4%17.7%5.3%2.9%1.6%1.3%0.82%0.59%
Nov 202548.1%21.6%17.7%5.3%2.4%1.3%1.9%1%0.58%
Dec 202545.3%20.4%20.4%5%2.7%1.5%2.2%1.7%0.67%
Jan 202642.2%23.2%19%5.7%3.8%1.7%1.7%2.1%0.62%
Feb 202639.9%26.8%17.9%5.4%3.6%1.6%1.3%2.5%0.88%
Mar 202635.9%32.1%17.6%4.3%5.3%1.9%1.1%1.1%0.71%
Apr 202632.8%33%18.1%4.4%6.6%2.4%1.1%0.63%0.89%
May 202637.2%30.6%16.7%5%6.1%2.2%0.83%0.48%0.83%
Jun 202632.9%33.2%18.2%4.5%6.7%2.4%0.73%0.53%0.9%
Jul 202637%30.4%16.7%4.1%7.5%2.2%0.67%0.58%0.82%
Aug 202637.9%28.4%19%4.7%5.7%2.1%0.77%0.79%0.77%
Sep 202638.3%25.8%21.1%5.2%5.2%1.9%1%0.9%0.7%

  1. 1.The North Face

    38.3%

    Held 1st. 4.1M estimated branded searches, +11.2% vs prior month. Share +0.4 points.

  2. 2.Patagonia

    25.8%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share -2.6 points.

  3. 3.Arc'teryx

    21.1%

    Held 3rd. 2.2M estimated branded searches, +22.4% vs prior month. Share +2.1 points.

  4. 4.Helly Hansen

    5.2%

    Moved from 5th to 4th. 550K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

  5. 5.Roxy

    5.2%

    Moved from 4th to 5th. 550K estimated branded searches, 0% vs prior month. Share -0.5 points.

  6. 6.Volcom

    1.9%

    Held 6th. 201K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Columbia

    1%

    Moved from 8th to 7th. 110K estimated branded searches, +48.6% vs prior month. Share +0.3 points.

  8. 8.Burton

    0.9%

    Moved from 7th to 8th. 95.8K estimated branded searches, +25.2% vs prior month. Share +0.1 points.

  9. 9.Outdoor Research

    0.7%

    Held 9th. 74K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between The North Face and its closest rivals

Every comparison with The North Face

51 comparisons

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

3 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 snow pants brands worldwide decreased from 43.3% to 38.3%.
  • Across the 12 months ending September 2026, The North Face’s share of searches among snow pants brands worldwide peaked at 48.1% in November 2025 and was lowest at 32.8% in April 2026.

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

6 changes

  1. In September 2026, Helly Hansen overtook Roxy to rank 4th among snow pants brands worldwide, with 5.2% of the searches.

  2. In September 2026, Arc'teryx gained share of searches among snow pants brands worldwide, from 19% to 21.1%.

  3. In September 2026, Patagonia lost share of searches among snow pants brands worldwide, from 28.4% to 25.8%.

  4. In September 2026, Roxy lost share of searches among snow pants brands worldwide, from 5.7% to 5.2%.

  5. The North Face’s share of searches among snow pants brands worldwide has gained ground for 3 months in a row, from 32.9% to 38.3% in September 2026.

  6. Volcom’s share of searches among snow pants brands worldwide has lost ground for 3 months in a row, from 2.4% to 1.9% 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.

How the Brand Demand Index is measured

Where does The North Face compete?

The North Face is ranked in 13 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
School bags2nd of 812.3%Show ranking
Puffer jacket brands2nd of 915.8%Show ranking
Hoodies2nd of 819.7%Show ranking
Coats2nd of 1123.3%Show ranking
Waterproof jacket brands1st of 934%Show ranking
Jackets1st of 635.3%Show ranking
Outdoor clothing brands1st of 1136.9%Show ranking
Snow pants brands1st of 938.3%Shown above
Ski jackets1st of 940%Show ranking
Fleece brands1st of 541.3%Show ranking
Rain jacket brands1st of 641.5%Show ranking
Backpack brands1st of 1165.9%Show ranking
Camping tent brands1st of 979.3%Show ranking
Creator with pink hair and a pink jacket

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