Brandwave

Barbour vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than Barbour among coats worldwide. The North Face had about 4.1 million branded searches, while Barbour had 1.2 million. The North Face made up 23.3% of all coat searches we track, and Barbour accounted for 7%. When we asked ChatGPT and Google AI Overviews about coats, The North Face appeared in all five answers and Barbour in none.

Among coats worldwide in September 2026

Who do people search for more?

The North Face, about 3 searches for every 1 for Barbour

The North Face 4.1M searchesBarbour 1.2M searches

Who does AI mention more?

The North Face, mentioned in every answer we collected

The North Face in 5 of 5Barbour in 0 of 5

Who does AI recommend more?

The North Face, the only one of the two named

The North Face first in 5Barbour never named

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Top coats in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face appeared in all five answers. Barbour 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.

  1. Canada Goose1st
  2. The North Face2nd
  3. Max Mara3rd
  4. Patagonia4th
  5. Aritzia5th
  6. Quince6th
  7. Burberry7th
  8. Mackage8th
  9. Barbour–
  10. Moncler–
  11. +1 more

Mentioned by AI

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

  • The North Face5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Canada Goose4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Patagonia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aritzia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Burberry2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Max Mara2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mackage1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Barbour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Moncler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about coats

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.

Is Barbour or The North Face more popular in search?

This chart shows how often people search Google for Barbour and The North Face by name. Each line represents a brand's share of searches for all 11 coats we track, month by month, from English-language searches worldwide.

Barbour and The North Face among coats worldwide, by month

Share of searches by month for The North Face, Barbour. The figures are in the table below the chart.

View monthly share of searches table
MonthAritziaThe North FacePatagoniaBurberryBarbourCanada GooseMonclerMax MaraQuinceMackageWoolrich
Oct 202517.2%28.2%17.2%9.4%7.7%7.7%7.7%3.5%1.1%0.25%0.08%
Nov 202521.2%31.6%14.2%7.8%5.2%9.5%6.4%2.8%0.97%0.31%0.08%
Dec 202517.2%31.2%14%9.4%6.3%9.4%7.7%2.8%1.4%0.46%0.08%
Jan 202616.8%30.5%16.8%9.2%5%9.2%7.5%3.4%1.3%0.3%0.07%
Feb 202616.1%29.2%19.7%10.7%4.8%7.2%7.2%3.2%1.6%0.24%0.06%
Mar 202621%23.5%21%11.5%6.3%5.2%5.2%4.2%2%0.09%0.04%
Apr 202624.7%20.1%20.2%13.5%6.1%4.1%5%4.1%2.3%0.06%0.03%
May 202623.8%23.6%19.4%13%4.8%3.9%4.8%3.9%2.7%0.05%0.03%
Jun 202626.5%21.5%21.7%11.9%3.6%3.6%4.4%4.4%2.5%0.06%0.03%
Jul 202625.3%25.1%20.7%11.3%3.4%3.4%4.1%4.1%2.4%0.11%0.03%
Aug 202622.3%24.4%18.2%12.2%5.5%5.5%5.5%3.7%2.6%0.18%0.04%
Sep 202623.4%23.3%15.7%12.8%7%5.7%5.7%3.8%2.2%0.28%0.07%

How has the Barbour and The North Face comparison changed over the last 12 months?

3 findings
  • The North Face was ahead of Barbour in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Barbour’s share of searches among coats worldwide moved from 7.7% to 7%, and its estimated monthly branded searches moved from 1.8M to 1.2M.
  • Across the 12 months ending September 2026, The North Face’s share of searches among coats worldwide moved from 28.2% to 23.3%, and its estimated monthly branded searches moved from 6.7M to 4.1M.

How did search popularity change for coats worldwide in September 2026?

3 changes

  1. In September 2026, Aritzia overtook The North Face to become the leader among coats worldwide, with 23.4% of the searches.

  2. In September 2026, Barbour gained share of searches among coats worldwide, from 5.5% to 7%.

  3. In September 2026, The North Face lost share of searches among coats worldwide, from 24.4% to 23.3%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Barbour’s and The North Face’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.

Barbour

1 branded search term

  • barbour

The North Face

3 branded search terms

  • north face
  • the north face
  • thenorthface

How the Brand Demand Index is measured

Other head-to-heads among coats

Creator with pink hair and a pink jacket

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