Brandwave

Abercrombie & Fitch vs Wrangler:Which is more popular?

In September 2026, Wrangler had more branded searches than Abercrombie & Fitch among jeans brands worldwide. Wrangler had about 201,000 branded searches, while Abercrombie & Fitch had 74,000. Wrangler made up 8.7% of all jeans brand searches we track, and Abercrombie & Fitch accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about jeans brands, Wrangler appeared in four of the five answers and Abercrombie & Fitch in three. Wrangler was mentioned before Abercrombie & Fitch in four out of five answers.

Among jeans brands worldwide in September 2026

Who do people search for more?

Wrangler, about 3 searches for every 1 for Abercrombie & Fitch

Wrangler 201K searchesAbercrombie & Fitch 74K searches

Who does AI mention more?

Wrangler, mentioned in 4 of 5 answers, Abercrombie & Fitch in 3

Wrangler in 4 of 5Abercrombie & Fitch in 3 of 5

Who does AI recommend more?

Wrangler, named ahead of Abercrombie & Fitch in 4 of 5 answers

Wrangler first in 4Abercrombie & Fitch first in 1

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Top jeans brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wrangler was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Abercrombie & Fitch was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Wrangler was listed before Abercrombie & Fitch in four out of five answers.

Most recommended by AI

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

  1. Levi's1st
  2. Wrangler2nd
  3. Lee3rd
  4. Abercrombie & Fitch4th
  5. Madewell5th
  6. Nudie Jeans6th
  7. Diesel–

Mentioned by AI

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

  • Levi's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Wrangler4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lee4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Abercrombie & Fitch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Madewell2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nudie Jeans1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Diesel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about jeans 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 21, 2026.

Is Abercrombie & Fitch or Wrangler more popular in search?

This chart shows how often people search Google for Abercrombie & Fitch and Wrangler by name. Each line represents a brand's share of searches for all seven jeans brands we track, month by month, from English-language searches worldwide.

Abercrombie & Fitch and Wrangler among jeans brands worldwide, by month

Share of searches by month for Wrangler, Abercrombie & Fitch. The figures are in the table below the chart.

View monthly share of searches table
MonthLevi'sMadewellNudie JeansWranglerLeeAbercrombie & FitchDiesel
Oct 202539.9%32.8%8%9.8%5.4%3%1.2%
Nov 202538.2%38.2%6.3%7.7%5.2%3.4%1%
Dec 202537.3%37.3%7.5%9.2%5%2.8%1.1%
Jan 202643.3%29.2%8.7%8.7%5.8%3.2%1%
Feb 202643.4%29%8.7%8.7%5.8%3.2%1.1%
Mar 202640.7%33.5%8.2%8.2%5.5%3%0.83%
Apr 202637%37%9%7.4%6.1%2.7%0.84%
May 202636.6%36.6%8.9%8.9%6%2.2%0.79%
Jun 202641.3%33.8%8.3%8.3%5.5%2%0.83%
Jul 202641.6%34%8.3%8.3%4.6%2%1%
Aug 202636.5%36.5%8.9%8.9%4.9%3.3%1%
Sep 202635.7%35.7%10.7%8.7%4.8%3.2%1.2%

How has the Abercrombie & Fitch and Wrangler comparison changed over the last 12 months?

3 findings
  • Wrangler was ahead of Abercrombie & Fitch in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Abercrombie & Fitch’s share of searches among jeans brands worldwide moved from 3% to 3.2%, and its estimated monthly branded searches held steady at 74K.
  • Across the 12 months ending September 2026, Wrangler’s share of searches among jeans brands worldwide moved from 9.8% to 8.7%, and its estimated monthly branded searches moved from 246K to 201K.

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

1 change

  1. Estimated monthly branded searches for Wrangler worldwide fell 18.3% over 12 measured months, from 246K to 201K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Abercrombie & Fitch’s and Wrangler’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.

Abercrombie & Fitch

1 branded search term

  • abercrombie jeans

Wrangler

1 branded search term

  • wrangler jeans

How the Brand Demand Index is measured

Other head-to-heads among jeans brands

Creator with pink hair and a pink jacket

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