Brandwave

How popular isTory Burch?

In September 2026, people searched for Tory Burch by name about 1.5 million times worldwide, a 19.6% increase from the previous year. These searches made up 1.4% of all global tote bag brand searches, placing Tory Burch seventh out of 13 brands. When we asked both ChatGPT and Google AI Overviews about tote bag brands, Tory Burch appeared in one of the five answers and was the seventh most recommended of the 13.

Search and AI answers in September 2026

Tory Burch is the seventh most searched of 13 competitors and the seventh most recommended in AI answers.

  1. BagguShare of searches 28.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. LongchampShare of searches 18.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. CoachShare of searches 15.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Marc JacobsShare of searches 14.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. Tory BurchShare of searches 1.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

+8 more

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Top tote bag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tory Burch was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Tory Burch is the seventh most recommended of the 13.

Most recommended by AI

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

  1. L.L.Bean1st
  2. Longchamp2nd
  3. Baggu3rd
  4. Marc Jacobs4th
  5. Cuyana5th
  6. Kate Spade6th
  7. Tory Burch7th
  8. Dagne Dover8th
  9. Goyard9th
  10. Coach–
  11. +3 more

Mentioned by AI

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

  • Baggu3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Marc Jacobs3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • L.L.Bean3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cuyana3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Longchamp2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dagne Dover2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Goyard1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tory Burch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kate Spade1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Coach0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about tote bag 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 25, 2026.

Which tote bag brands compete with Tory Burch?

Tory Burch against tote bag brands worldwide, by month

Share of searches by month for Baggu, Longchamp, Coach, Marc Jacobs, Goyard, L.L.Bean, Tory Burch. The figures are in the table below the chart.

View monthly share of searches table
MonthBagguLongchampCoachMarc JacobsGoyardL.L.BeanTory BurchKate SpadeLululemonLo & SonsMichael KorsCuyanaDagne Dover
Oct 202523.4%16.3%15.6%22.7%8.6%4.7%3.8%1.2%0.94%0.77%0.63%0.94%0.51%
Nov 202527.7%18%12.4%19.7%10.2%5.6%1.4%1.4%1.1%1.1%0.75%0.5%0.27%
Dec 202523.4%18.5%15.6%21.4%8.6%4.7%1.7%1.1%1.1%0.94%0.77%1.1%0.94%
Jan 202628.2%18.3%15.4%18.3%8.4%4.6%1.7%1.1%1.4%0.93%0.76%0.51%0.41%
Feb 202632.2%17.1%14.5%17.1%7.9%4.3%1.6%1.1%1.3%1.1%1.1%0.47%0.25%
Mar 202633.4%14.5%14.9%17.7%8.2%5.5%1.3%1.1%1.1%0.9%0.6%0.49%0.22%
Apr 202629.5%15.7%13.2%18.1%8.8%8.8%1.5%1.2%0.97%0.97%0.65%0.43%0.23%
May 202631.4%13.6%11.5%19.2%9.4%9.4%1.3%1.3%0.84%0.84%0.56%0.46%0.25%
Jun 202628.9%15.3%12.9%17.7%10.6%8.6%1.4%1.2%1.2%0.78%0.64%0.52%0.23%
Jul 202627.3%15.5%18.2%13.7%10%10%1.3%0.9%1.1%0.73%0.6%0.49%0.18%
Aug 202629.3%18.9%19.6%12%8.8%5.9%1.4%0.96%1.2%0.64%0.64%0.53%0.19%
Sep 202628.5%18.5%15.5%14.3%10.4%7%1.4%1.1%1.1%0.77%0.63%0.51%0.19%

  1. 1.Baggu

    28.5%

    Held 1st. 368K estimated branded searches, -33.1% vs prior month. Share -0.8 points.

  2. 2.Longchamp

    18.5%

    Moved from 3rd to 2nd. 239K estimated branded searches, -32.9% vs prior month. Share -0.5 points.

  3. 3.Coach

    15.5%

    Moved from 2nd to 3rd. 201K estimated branded searches, -45.4% vs prior month. Share -4 points.

  4. 4.Marc Jacobs

    14.3%

    Held 4th. 185K estimated branded searches, -18.2% vs prior month. Share +2.3 points.

  5. 5.Goyard

    10.4%

    Held 5th. 135K estimated branded searches, -18.2% vs prior month. Share +1.7 points.

  6. 6.L.L.Bean

    7%

    Held 6th. 90.5K estimated branded searches, -17.7% vs prior month. Share +1.1 points.

  7. 7.Tory Burch

    1.4%

    Held 7th. 18.1K estimated branded searches, -33.2% vs prior month. Share 0 points.

  8. 8.Kate Spade

    1.1%

    Moved from 9th to 8th. 14.8K estimated branded searches, -18.2% vs prior month. Share +0.2 points.

  9. 9.Lululemon

    1.1%

    Moved from 8th to 9th. 14.8K estimated branded searches, -33.3% vs prior month. Share 0 points.

  10. 10.Lo & Sons

    0.77%

    Held 10th. 9.9K estimated branded searches, -18.2% vs prior month. Share +0.1 points.

  11. 11.Michael Kors

    0.63%

    Held 11th. 8.1K estimated branded searches, -33.1% vs prior month. Share 0 points.

  12. 12.Cuyana

    0.51%

    Held 12th. 6.6K estimated branded searches, -33.3% vs prior month. Share 0 points.

  13. 13.Dagne Dover

    0.19%

    Held 13th. 2.4K estimated branded searches, -33.3% vs prior month. Share 0 points.

Tory Burch, Longchamp and 8 other brands sell other things too, so only their searches that name this product count here, like “tory burch tote”.

Compare popularity between Tory Burch and its closest rivals

Every comparison with Tory Burch

14 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 1.3M to 1.5M.
  • Across the 12 months ending September 2026, Tory Burch’s share of searches among tote bag brands worldwide decreased from 3.8% to 1.4%.
  • Across the 12 months ending September 2026, Tory Burch’s share of searches among tote bag brands worldwide peaked at 3.8% in October 2025 and was lowest at 1.3% in May 2026.

How did search popularity change for tote bag brands worldwide in September 2026?

6 changes

  1. In September 2026, Marc Jacobs gained share of searches among tote bag brands worldwide, from 12% to 14.3%.

  2. In September 2026, Goyard gained share of searches among tote bag brands worldwide, from 8.8% to 10.4%.

  3. In September 2026, L.L.Bean gained share of searches among tote bag brands worldwide, from 5.9% to 7%.

  4. In September 2026, Coach lost share of searches among tote bag brands worldwide, from 19.6% to 15.5%.

  5. In September 2026, Baggu lost share of searches among tote bag brands worldwide, from 29.3% to 28.5%.

  6. In September 2026, Kate Spade rose from 9th to 8th among tote bag brands worldwide.

How are Tory Burch’s branded searches counted?

2 search terms

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

  • tory burch
  • tory burch tote

Do you work for Tory Burch? 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 Tory Burch compete?

Tory Burch is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Crossbody purse brands3rd of 719.8%Show ranking
Tote bag brands7th of 131.4%Shown above
Creator with pink hair and a pink jacket

Is Tory Burch your brand?

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