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 34% of all global waterproof jacket brand searches, placing The North Face first out of nine brands. When we asked both ChatGPT and Google AI Overviews about waterproof jacket brands, The North Face appeared in two of the five answers and was the sixth most recommended of the nine.

Search and AI answers in September 2026

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

  1. The North FaceShare of searches 34%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. PatagoniaShare of searches 22.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Arc'teryxShare of searches 18.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. BarbourShare of searches 10.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Helly HansenShare of searches 4.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top waterproof jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face is the sixth 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. Arc'teryx2nd
  3. Columbia3rd
  4. Outdoor Research4th
  5. Helly Hansen5th
  6. The North Face6th
  7. Rab7th
  8. Barbour–
  9. Carhartt–

Mentioned by AI

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

  • Patagonia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Arc'teryx4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Columbia4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Outdoor Research3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The North Face2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Helly Hansen2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rab1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Barbour0 of 5Named in 0 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 waterproof 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 19, 2026.

Which waterproof jacket brands compete with The North Face?

The North Face against waterproof jacket brands worldwide, by month

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

View monthly share of searches table
MonthThe North FacePatagoniaArc'teryxBarbourHelly HansenCarharttRabColumbiaOutdoor Research
Oct 202537.7%23%15.4%10.3%4.6%4.6%1.7%2.1%0.51%
Nov 202542.7%19.2%15.7%7%4.7%5.8%1.4%2.9%0.52%
Dec 202540%18%18%8.1%4.4%6.6%1.3%3.1%0.59%
Jan 202639.4%21.7%17.8%6.5%5.3%4.4%2%2.5%0.58%
Feb 202637.5%25.2%16.8%6.2%5.1%3.4%2.8%2.3%0.83%
Mar 202633.2%29.7%16.2%8.9%4%2.7%2.7%2%0.66%
Apr 202630.5%30.7%16.8%9.2%4.1%2.3%3.4%2.2%0.83%
May 202635.4%29.1%15.9%7.1%4.8%1.8%3.2%2%0.79%
Jun 202632%32.3%17.7%5.3%4.3%1.9%3.5%2%0.87%
Jul 202636.3%29.9%16.4%4.9%4%1.8%4%1.9%0.81%
Aug 202635.2%26.3%17.6%7.9%4.3%2.4%3.5%2%0.71%
Sep 202634%22.9%18.7%10.2%4.6%3.8%3.1%2%0.62%

  1. 1.The North Face

    34%

    Held 1st. 4.1M estimated branded searches, +11.2% vs prior month. Share -1.2 points.

  2. 2.Patagonia

    22.9%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share -3.4 points.

  3. 3.Arc'teryx

    18.7%

    Held 3rd. 2.2M estimated branded searches, +22.4% vs prior month. Share +1.1 points.

  4. 4.Barbour

    10.2%

    Held 4th. 1.2M estimated branded searches, +48.2% vs prior month. Share +2.3 points.

  5. 5.Helly Hansen

    4.6%

    Held 5th. 550K estimated branded searches, +22.2% vs prior month. Share +0.3 points.

  6. 6.Carhartt

    3.8%

    Moved from 7th to 6th. 450K estimated branded searches, +82.9% vs prior month. Share +1.4 points.

  7. 7.Rab

    3.1%

    Moved from 6th to 7th. 368K estimated branded searches, 0% vs prior month. Share -0.5 points.

  8. 8.Columbia

    2%

    Held 8th. 245K estimated branded searches, +17.2% vs prior month. Share 0 points.

  9. 9.Outdoor Research

    0.62%

    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 waterproof jacket brands worldwide decreased from 37.7% to 34%.
  • Across the 12 months ending September 2026, The North Face’s share of searches among waterproof jacket brands worldwide peaked at 42.7% in November 2025 and was lowest at 30.5% in April 2026.

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

6 changes

  1. In September 2026, Carhartt overtook Rab to rank 6th among waterproof jacket brands worldwide, with 3.8% of the searches.

  2. In September 2026, Barbour gained share of searches among waterproof jacket brands worldwide, from 7.9% to 10.2%.

  3. In September 2026, Arc'teryx gained share of searches among waterproof jacket brands worldwide, from 17.6% to 18.7%.

  4. In September 2026, Patagonia lost share of searches among waterproof jacket brands worldwide, from 26.3% to 22.9%.

  5. In September 2026, The North Face lost share of searches among waterproof jacket brands worldwide, from 35.2% to 34%.

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

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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%Shown above
Jackets1st of 635.3%Show ranking
Outdoor clothing brands1st of 1136.9%Show ranking
Snow pants brands1st of 938.3%Show ranking
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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