Johnstons of Elgin vs Pringle of Scotland:Which is more popular?
In September 2026, Johnstons of Elgin had more branded searches than Pringle of Scotland among cashmere brands worldwide. Johnstons of Elgin had about 40,500 branded searches, while Pringle of Scotland had 18,100. Johnstons of Elgin made up 22.4% of all cashmere brand searches we track, and Pringle of Scotland accounted for 10%. When we asked ChatGPT and Google AI Overviews about cashmere brands, Johnstons of Elgin appeared in two of the five answers and Pringle of Scotland in none.
Who do people search for more?
Johnstons of Elgin, about 2 searches for every 1 for Pringle of Scotland
Who does AI mention more?
Johnstons of Elgin, mentioned in 2 of 5 answers, Pringle of Scotland in 0
Who does AI recommend more?
Johnstons of Elgin, the only one of the two named
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Top cashmere brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Johnstons of Elgin was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Pringle of Scotland did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
See every answer about cashmere brands
5 answers
Asked ChatGPT
“Which cashmere brand should I buy?”
Asked ChatGPT
“What are the best cashmere brands?”
Asked ChatGPT
“What's the best cashmere brand for a sweater that lasts?”
Searched Google, AI Overview
“cashmere sweater”
Searched Google, AI Overview
“cashmere brands”
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.
Is Johnstons of Elgin or Pringle of Scotland more popular in search?
This chart shows how often people search Google for Johnstons of Elgin and Pringle of Scotland by name. Each line represents a brand's share of searches for all 14 cashmere brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Johnstons of Elgin, Pringle of Scotland. The figures are in the table below the chart.
View monthly share of searches table
| Month | Johnstons of Elgin | N.Peal | Naadam | Pringle of Scotland | Quince | Jumper 1234 | White + Warren | J.Crew | Chinti & Parker | Jenni Kayne | Loro Piana | Allude | Brunello Cucinelli | Brora |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 17.3% | 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 2025 | 18.1% | 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 2025 | 21.4% | 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 2026 | 24.5% | 16.4% | 16.4% | 9% | 6% | 1.8% | 4.9% | 5.9% | 4.9% | 2.2% | 2.7% | 1.5% | 3% | 0.97% |
| Feb 2026 | 20.6% | 16.9% | 13.8% | 9.2% | 6.2% | 2.2% | 5% | 7.3% | 5% | 5% | 2.7% | 1.8% | 3% | 1% |
| Mar 2026 | 16.4% | 36.7% | 11% | 9% | 4.9% | 1.8% | 4% | 3.6% | 3.3% | 1.8% | 2.7% | 1.5% | 2.6% | 0.79% |
| Apr 2026 | 20.7% | 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 2026 | 22.2% | 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 2026 | 24.5% | 24.5% | 13.4% | 13.4% | 4% | 1.2% | 4% | 3.2% | 4% | 1.7% | 2.2% | 1.2% | 2.1% | 0.9% |
| Jul 2026 | 22.4% | 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 2026 | 24.5% | 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 2026 | 22.4% | 18.3% | 12.3% | 10% | 6.7% | 5.5% | 5.5% | 5.4% | 3.6% | 3% | 2.4% | 2% | 1.9% | 1% |
How has the Johnstons of Elgin and Pringle of Scotland comparison changed over the last 12 months?
3 findings
- Johnstons of Elgin was ahead of Pringle of Scotland in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Johnstons of Elgin’s share of searches among cashmere brands worldwide moved from 17.3% to 22.4%, and its estimated monthly branded searches held steady at 40.5K.
- Across the 12 months ending September 2026, Pringle of Scotland’s share of searches among cashmere brands worldwide moved from 9.5% to 10%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for cashmere brands worldwide in September 2026?
2 changes
In September 2026, Johnstons of Elgin lost share of searches among cashmere brands worldwide, from 24.5% to 22.4%.
In September 2026, Pringle of Scotland lost share of searches among cashmere brands worldwide, from 11% to 10%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Johnstons of Elgin’s and Pringle of Scotland’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Johnstons of Elgin
1 branded search term
- johnstons of elgin
Pringle of Scotland
1 branded search term
- pringle of scotland
Other head-to-heads among cashmere brands
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