Brandwave

How popular isWhite + Warren?

In September 2026, people searched for White + Warren by name about 9,900 times worldwide, a 33.1% decrease from the previous year. These searches made up 5.5% of all global cashmere brand searches, placing White + Warren seventh out of 14 brands. When we asked both ChatGPT and Google AI Overviews about cashmere brands, White + Warren appeared in three of the five answers and was the seventh most recommended of the 14.

Search and AI answers in September 2026

White + Warren is the seventh most searched of 14 competitors and the seventh most recommended in AI answers.

  1. Johnstons of ElginShare of searches 22.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. N.PealShare of searches 18.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
  3. NaadamShare of searches 12.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. Pringle of ScotlandShare of searches 10%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. White + WarrenShare of searches 5.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th

+9 more

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Top cashmere brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, White + Warren was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. White + Warren is the seventh most recommended of the 14.

Most recommended by AI

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

  1. Quince1st
  2. Loro Piana2nd
  3. Naadam3rd
  4. Johnstons of Elgin4th
  5. Jenni Kayne5th
  6. Brunello Cucinelli6th
  7. White + Warren7th
  8. J.Crew8th
  9. N.Peal9th
  10. Pringle of Scotland–
  11. +4 more

Mentioned by AI

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

  • Naadam5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jenni Kayne4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Loro Piana4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • White + Warren3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • J.Crew3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Johnstons of Elgin2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • N.Peal2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brunello Cucinelli2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pringle of Scotland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about cashmere 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 cashmere brands compete with White + Warren?

White + Warren against cashmere brands worldwide, by month

Share of searches by month for Johnstons of Elgin, N.Peal, Naadam, Pringle of Scotland, Quince, Jumper 1234, White + Warren, J.Crew, Chinti & Parker, Jenni Kayne, Loro Piana. The figures are in the table below the chart.

View monthly share of searches table
MonthJohnstons of ElginN.PealNaadamPringle of ScotlandQuinceJumper 1234White + WarrenJ.CrewChinti & ParkerJenni KayneLoro PianaAlludeBrunello CucinelliBrora
Oct 202517.3%17.3%17.3%9.5%6.3%2.3%6.3%8.6%5.2%2.8%2.3%1.9%2.1%0.68%
Nov 202518.1%14.8%22.1%8.1%8.1%1.6%5.4%7.2%5.4%3%2.4%1.3%1.9%0.57%
Dec 202521.4%17.5%17.5%7.8%9.6%1.3%4.3%7%4.3%2.3%2.3%1%2.9%0.69%
Jan 202624.5%16.4%16.4%9%6%1.8%4.9%5.9%4.9%2.2%2.7%1.5%3%0.97%
Feb 202620.6%16.9%13.8%9.2%6.2%2.2%5%7.3%5%5%2.7%1.8%3%1%
Mar 202616.4%36.7%11%9%4.9%1.8%4%3.6%3.3%1.8%2.7%1.5%2.6%0.79%
Apr 202620.7%25.3%13.8%11.3%4.1%1.8%5%4.1%4.1%2.2%2.8%1.5%2.2%0.99%
May 202622.2%22.2%14.9%12.2%4.4%1.3%4.4%3.5%4.4%2.4%3%1.3%2.6%1.1%
Jun 202624.5%24.5%13.4%13.4%4%1.2%4%3.2%4%1.7%2.2%1.2%2.1%0.9%
Jul 202622.4%15%22.4%12.2%3.6%1.1%4.5%3.6%4.5%2%4.5%1.3%2.2%0.83%
Aug 202624.5%20.1%13.4%11%4.9%2.1%4.9%4.3%4%2.7%2.7%1.8%2.4%1.4%
Sep 202622.4%18.3%12.3%10%6.7%5.5%5.5%5.4%3.6%3%2.4%2%1.9%1%

  1. 1.Johnstons of Elgin

    22.4%

    Held 1st. 40.5K estimated branded searches, +22.4% vs prior month. Share -2.1 points.

  2. 2.N.Peal

    18.3%

    Held 2nd. 33.1K estimated branded searches, +22.1% vs prior month. Share -1.8 points.

  3. 3.Naadam

    12.3%

    Held 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share -1.1 points.

  4. 4.Pringle of Scotland

    10%

    Held 4th. 18.1K estimated branded searches, +22.3% vs prior month. Share -1 points.

  5. 5.Quince

    6.7%

    Held 5th. 12.1K estimated branded searches, +83.3% vs prior month. Share +1.8 points.

  6. 6.Jumper 1234

    5.5%

    Moved from 12th to 6th. 9.9K estimated branded searches, +241.4% vs prior month. Share +3.3 points.

  7. 7.White + Warren

    5.5%

    Moved from 6th to 7th. 9.9K estimated branded searches, +50% vs prior month. Share +0.6 points.

  8. 8.J.Crew

    5.4%

    Moved from 7th to 8th. 9.8K estimated branded searches, +69% vs prior month. Share +1.1 points.

  9. 9.Chinti & Parker

    3.6%

    Moved from 8th to 9th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.4 points.

  10. 10.Jenni Kayne

    3%

    Moved from 9th to 10th. 5.4K estimated branded searches, +50% vs prior month. Share +0.3 points.

  11. 11.Loro Piana

    2.4%

    Moved from 10th to 11th. 4.4K estimated branded searches, +22.2% vs prior month. Share -0.2 points.

  12. 12.Allude

    2%

    Moved from 13th to 12th. 3.6K estimated branded searches, +50% vs prior month. Share +0.2 points.

  13. 13.Brunello Cucinelli

    1.9%

    Moved from 11th to 13th. 3.5K estimated branded searches, +9.4% vs prior month. Share -0.4 points.

  14. 14.Brora

    1%

    Held 14th. 1.9K estimated branded searches, 0% vs prior month. Share -0.4 points.

Loro Piana and Brunello Cucinelli sell other things too, so only their searches that name this product count here, like “loro piana cashmere”.

Compare popularity between White + Warren and its closest rivals

Every comparison with White + Warren

13 comparisons

How has branded search demand for White + Warren changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for White + Warren worldwide fell from 14.8K to 9.9K.
  • Across the 12 months ending September 2026, White + Warren’s share of searches among cashmere brands worldwide decreased from 6.3% to 5.5%.
  • Across the 12 months ending September 2026, White + Warren’s share of searches among cashmere brands worldwide peaked at 6.3% in October 2025 and was lowest at 4% in June 2026.

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

6 changes

  1. In September 2026, Jumper 1234 overtook White + Warren and 5 others to rank 6th among cashmere brands worldwide, with 5.5% of the searches.

  2. In September 2026, Quince gained share of searches among cashmere brands worldwide, from 4.9% to 6.7%.

  3. In September 2026, J.Crew gained share of searches among cashmere brands worldwide, from 4.3% to 5.4%.

  4. In September 2026, White + Warren gained share of searches among cashmere brands worldwide, from 4.9% to 5.5%.

  5. In September 2026, Johnstons of Elgin lost share of searches among cashmere brands worldwide, from 24.5% to 22.4%.

  6. In September 2026, N.Peal lost share of searches among cashmere brands worldwide, from 20.1% to 18.3%.

How are White + Warren’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using White + Warren’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.

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How the Brand Demand Index is measured

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