Brandwave

How popular isTory Burch?

In September 2026, people searched for Tory Burch by name about 1.5 million times worldwide, a 23% increase from the previous year. These searches made up 13.8% of all global crossbody purse brand searches, placing Tory Burch fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about crossbody purse brands, Tory Burch appeared in two of the five answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

Tory Burch is the fourth most searched of 6 competitors and the fifth most recommended in AI answers.

  1. LongchampShare of searches 30.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  2. CoachShare of searches 25.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. Michael KorsShare of searches 20.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. Tory BurchShare of searches 13.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. Kate SpadeShare of searches 9.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top crossbody purse brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tory Burch was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Tory Burch is the fifth most recommended of the six.

Most recommended by AI

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

  1. Coach1st
  2. Longchamp2nd
  3. Kate Spade3rd
  4. Michael Kors4th
  5. Tory Burch5th
  6. Baggallini6th

Mentioned by AI

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

  • Coach3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Longchamp2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Michael Kors2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tory Burch2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kate Spade2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Baggallini2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about crossbody purse brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which crossbody purse brands compete with Tory Burch?

Tory Burch against crossbody purse brands worldwide, by month

Share of searches by month for Longchamp, Coach, Michael Kors, Tory Burch, Kate Spade. The figures are in the table below the chart.

View monthly share of searches table
MonthLongchampCoachMichael KorsTory BurchKate SpadeBaggallini
Oct 202528.6%19.1%28.6%12.7%10.4%0.52%
Nov 202520%20%29.9%16.3%13.4%0.44%
Dec 202522.5%22.5%27.4%15%12.3%0.41%
Jan 202623.6%23.6%28.9%12.9%10.5%0.52%
Feb 202624.2%24.2%24.2%16.2%10.8%0.53%
Mar 202627.1%22.2%22.2%18.1%9.9%0.6%
Apr 202623.3%23.3%23.3%19%10.4%0.77%
May 202625.5%20.9%20.9%20.9%11.4%0.56%
Jun 202625.8%25.8%21.1%17.2%9.4%0.57%
Jul 202628.6%23.4%23.4%15.6%8.5%0.52%
Aug 202631.3%25.6%21%14%7.7%0.46%
Sep 202630.8%25.2%20.6%13.8%9.2%0.56%

  1. 1.Longchamp

    30.8%

    Held 1st. 3.4M estimated branded searches, -18.1% vs prior month. Share -0.5 points.

  2. 2.Coach

    25.2%

    Held 2nd. 2.7M estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  3. 3.Michael Kors

    20.6%

    Held 3rd. 2.2M estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  4. 4.Tory Burch

    13.8%

    Held 4th. 1.5M estimated branded searches, -18% vs prior month. Share -0.2 points.

  5. 5.Kate Spade

    9.2%

    Held 5th. 1M estimated branded searches, 0% vs prior month. Share +1.5 points.

  6. 6.Baggallini

    0.56%

    Held 6th. 60.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Tory Burch and its closest rivals

Every comparison with Tory Burch

5 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tory Burch worldwide rose from 1.2M to 1.5M.
  • Across the 12 months ending September 2026, Tory Burch’s share of searches among crossbody purse brands worldwide increased from 12.7% to 13.8%.
  • Across the 12 months ending September 2026, Tory Burch’s share of searches among crossbody purse brands worldwide peaked at 20.9% in May 2026 and was lowest at 12.7% in October 2025.

How did search popularity change for crossbody purse brands worldwide in September 2026?

6 changes

  1. In September 2026, Kate Spade gained share of searches among crossbody purse brands worldwide, from 7.7% to 9.2%.

  2. In September 2026, Longchamp lost share of searches among crossbody purse brands worldwide, from 31.3% to 30.8%.

  3. Tory Burch’s share of searches among crossbody purse brands worldwide has lost ground for 3 months in a row, from 17.2% to 13.8% in September 2026.

  4. Estimated monthly branded searches for Coach worldwide rose 49.7% over 12 measured months, from 1.8M to 2.7M in September 2026.

  5. Estimated monthly branded searches for Baggallini worldwide rose 22.2% over 12 measured months, from 49.5K to 60.5K in September 2026.

  6. Estimated monthly branded searches for Michael Kors worldwide fell 18.2% over 12 measured months, from 2.7M to 2.2M in September 2026.

How are Tory Burch’s branded searches counted?

1 search term

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

  • tory burch

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How the Brand Demand Index is measured

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