--- title: "Luxury fashion houses: Which are searched most?" description: "Compare the luxury fashion houses people buy. Share of Search among Louis Vuitton, Chanel, Hermès, Gucci, Prada, Saint Laurent and Dior, the luxury fashion houses Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/categories/luxury-fashion-houses" publisher: "Brandwave" --- # Luxury fashion houses: Which are searched most? Compare the luxury fashion houses people buy. Share of Search among Louis Vuitton, Chanel, Hermès, Gucci, Prada, Saint Laurent and Dior, the luxury fashion houses Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Competitive set**: Luxury fashion houses - **Market**: Global - **Brands compared**: 7 - **Month measured**: Sep 2026 - **Highest Share of Search**: Louis Vuitton, 33.3% ## Which brand is most popular in search among luxury fashion houses worldwide? - In September 2026, Louis Vuitton was the most searched among luxury fashion houses worldwide, with an estimated 8.7M branded searches and 33.3% estimated Share of Search within this set. - Chanel is in 2nd place, 5.2 percentage points behind at 28.1% Share of Search. - Across the 12 months ending September 2026, Louis Vuitton’s estimated Share of Search among luxury fashion houses worldwide increased from 31.7% to 33.3%. - Across the 12 months ending September 2026, Chanel’s estimated Share of Search among luxury fashion houses worldwide increased from 25.7% to 28.1%. - Across the 12 months ending September 2026, Hermès’ estimated Share of Search among luxury fashion houses worldwide decreased from 17.7% to 15.6%. - Across the 12 months ending September 2026, Gucci’s estimated Share of Search among luxury fashion houses worldwide decreased from 11.8% to 10.5%. - Across the 12 months ending September 2026, Prada’s estimated Share of Search among luxury fashion houses worldwide decreased from 7.9% to 7%. - Across the 12 months ending September 2026, Louis Vuitton’s estimated Share of Search among luxury fashion houses worldwide peaked at 36% in November 2025 and was lowest at 28.1% in June 2026. - Across the 12 months ending September 2026, Chanel’s estimated Share of Search among luxury fashion houses worldwide peaked at 36.8% in June 2026 and was lowest at 23.3% in November 2025. - Across the 12 months ending September 2026, Hermès’ estimated Share of Search among luxury fashion houses worldwide peaked at 18.4% in August 2026 and was lowest at 14.2% in January 2026. - Across the 12 months ending September 2026, Gucci’s estimated Share of Search among luxury fashion houses worldwide peaked at 11.8% in October 2025 and was lowest at 8.9% in June 2026. - Across the 12 months ending September 2026, Prada’s estimated Share of Search among luxury fashion houses worldwide peaked at 7.9% in October 2025 and was lowest at 5.9% in June 2026. - Across the 12 months ending September 2026, Saint Laurent’s estimated Share of Search among luxury fashion houses worldwide peaked at 3.8% in September 2026 and was lowest at 2.7% in June 2026. - Across the 12 months ending September 2026, Saint Laurent and Dior held steady: their estimated Share of Search among luxury fashion houses worldwide each moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [Louis Vuitton vs Chanel: compare search popularity](/demand/global-en/compare/chanel-vs-louis-vuitton): 33.3% against 28.1% Share of Search. - [Louis Vuitton vs Hermès: compare search popularity](/demand/global-en/compare/hermes-vs-louis-vuitton): 33.3% against 15.6% Share of Search. - [Louis Vuitton vs Gucci: compare search popularity](/demand/global-en/compare/gucci-vs-louis-vuitton): 33.3% against 10.5% Share of Search. - [Louis Vuitton vs Prada: compare search popularity](/demand/global-en/compare/louis-vuitton-vs-prada): 33.3% against 7% Share of Search. - [Chanel vs Hermès: compare search popularity](/demand/global-en/compare/chanel-vs-hermes): 28.1% against 15.6% Share of Search. - [Chanel vs Gucci: compare search popularity](/demand/global-en/compare/chanel-vs-gucci): 28.1% against 10.5% Share of Search. - [Chanel vs Prada: compare search popularity](/demand/global-en/compare/chanel-vs-prada): 28.1% against 7% Share of Search. - [Hermès vs Gucci: compare search popularity](/demand/global-en/compare/gucci-vs-hermes): 15.6% against 10.5% Share of Search. - [Hermès vs Prada: compare search popularity](/demand/global-en/compare/hermes-vs-prada): 15.6% against 7% Share of Search. - [Gucci vs Prada: compare search popularity](/demand/global-en/compare/gucci-vs-prada): 10.5% against 7% Share of Search. ## How did search popularity change for luxury fashion houses worldwide in September 2026? - In September 2026, Louis Vuitton gained estimated Share of Search among luxury fashion houses worldwide, from 32% to 33.3%. - In September 2026, Chanel gained estimated Share of Search among luxury fashion houses worldwide, from 27.1% to 28.1%. - In September 2026, Hermès lost estimated Share of Search among luxury fashion houses worldwide, from 18.4% to 15.6%. - Gucci’s estimated Share of Search among luxury fashion houses worldwide has gained ground for 3 months in a row, from 8.9% to 10.5% in September 2026. - Saint Laurent’s estimated Share of Search among luxury fashion houses worldwide has gained ground for 3 months in a row, from 2.7% to 3.8% in September 2026. - Prada’s estimated Share of Search among luxury fashion houses worldwide has gained ground for 3 months in a row, from 5.9% to 7% in September 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Louis Vuitton | 33.3% | 8.7M | 0.0% | LVMH | | 2 | Chanel | 28.1% | 7.4M | 0.0% | Chanel | | 3 | Hermès | 15.6% | 4.1M | -18.2% | Hermès | | 4 | Gucci | 10.5% | 2.7M | 0.0% | Kering | | 5 | Prada | 7% | 1.8M | 0.0% | Prada | | 6 | Saint Laurent | 3.8% | 1M | 0.0% | Kering | | 7 | Dior | 1.7% | 450K | -18.2% | LVMH | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Louis Vuitton | 9M | 31.7% | 1 | | Oct 2025 | Chanel | 7.3M | 25.7% | 2 | | Oct 2025 | Hermès | 5M | 17.7% | 3 | | Oct 2025 | Gucci | 3.4M | 11.8% | 4 | | Oct 2025 | Prada | 2.2M | 7.9% | 5 | | Oct 2025 | Saint Laurent | 1M | 3.5% | 6 | | Oct 2025 | Dior | 450K | 1.6% | 7 | | Nov 2025 | Louis Vuitton | 10.6M | 36% | 1 | | Nov 2025 | Chanel | 6.9M | 23.3% | 2 | | Nov 2025 | Hermès | 5M | 16.9% | 3 | | Nov 2025 | Gucci | 3.4M | 11.3% | 4 | | Nov 2025 | Prada | 2.2M | 7.6% | 5 | | Nov 2025 | Saint Laurent | 1M | 3.4% | 6 | | Nov 2025 | Dior | 450K | 1.5% | 7 | | Dec 2025 | Louis Vuitton | 12.9M | 35% | 1 | | Dec 2025 | Chanel | 9.3M | 25.2% | 2 | | Dec 2025 | Hermès | 6.1M | 16.6% | 3 | | Dec 2025 | Gucci | 4.1M | 11.1% | 4 | | Dec 2025 | Prada | 2.7M | 7.4% | 5 | | Dec 2025 | Saint Laurent | 1.2M | 3.3% | 6 | | Dec 2025 | Dior | 550K | 1.5% | 7 | | Jan 2026 | Chanel | 12.1M | 34.4% | 1 | | Jan 2026 | Louis Vuitton | 11M | 31.1% | 2 | | Jan 2026 | Hermès | 5M | 14.2% | 3 | | Jan 2026 | Gucci | 3.4M | 9.5% | 4 | | Jan 2026 | Prada | 2.2M | 6.4% | 5 | | Jan 2026 | Saint Laurent | 1M | 2.8% | 6 | | Jan 2026 | Dior | 550K | 1.6% | 7 | | Feb 2026 | Louis Vuitton | 9M | 34.3% | 1 | | Feb 2026 | Chanel | 7.3M | 27.8% | 2 | | Feb 2026 | Hermès | 4.1M | 15.6% | 3 | | Feb 2026 | Gucci | 2.7M | 10.5% | 4 | | Feb 2026 | Prada | 1.8M | 7% | 5 | | Feb 2026 | Saint Laurent | 823K | 3.1% | 6 | | Feb 2026 | Dior | 450K | 1.7% | 7 | | Mar 2026 | Louis Vuitton | 9M | 31.4% | 1 | | Mar 2026 | Chanel | 8M | 28% | 2 | | Mar 2026 | Hermès | 5M | 17.5% | 3 | | Mar 2026 | Gucci | 3.4M | 11.7% | 4 | | Mar 2026 | Prada | 1.8M | 6.4% | 5 | | Mar 2026 | Saint Laurent | 1M | 3.5% | 6 | | Mar 2026 | Dior | 450K | 1.6% | 7 | | Apr 2026 | Louis Vuitton | 9M | 31.7% | 1 | | Apr 2026 | Chanel | 7.3M | 25.7% | 2 | | Apr 2026 | Hermès | 5M | 17.7% | 3 | | Apr 2026 | Gucci | 3.4M | 11.8% | 4 | | Apr 2026 | Prada | 2.2M | 7.9% | 5 | | Apr 2026 | Saint Laurent | 1M | 3.5% | 6 | | Apr 2026 | Dior | 450K | 1.6% | 7 | | May 2026 | Chanel | 9.7M | 31.6% | 1 | | May 2026 | Louis Vuitton | 9M | 29.1% | 2 | | May 2026 | Hermès | 5M | 16.2% | 3 | | May 2026 | Gucci | 3.4M | 10.9% | 4 | | May 2026 | Prada | 2.2M | 7.3% | 5 | | May 2026 | Saint Laurent | 1M | 3.2% | 6 | | May 2026 | Dior | 550K | 1.8% | 7 | | Jun 2026 | Chanel | 11.4M | 36.8% | 1 | | Jun 2026 | Louis Vuitton | 8.7M | 28.1% | 2 | | Jun 2026 | Hermès | 5M | 16.2% | 3 | | Jun 2026 | Gucci | 2.7M | 8.9% | 4 | | Jun 2026 | Prada | 1.8M | 5.9% | 5 | | Jun 2026 | Saint Laurent | 823K | 2.7% | 6 | | Jun 2026 | Dior | 450K | 1.5% | 7 | | Jul 2026 | Louis Vuitton | 8.7M | 31.3% | 1 | | Jul 2026 | Chanel | 8M | 28.8% | 2 | | Jul 2026 | Hermès | 5M | 18% | 3 | | Jul 2026 | Gucci | 2.7M | 9.8% | 4 | | Jul 2026 | Prada | 1.8M | 6.6% | 5 | | Jul 2026 | Saint Laurent | 1M | 3.6% | 6 | | Jul 2026 | Dior | 550K | 2% | 7 | | Aug 2026 | Louis Vuitton | 8.7M | 32% | 1 | | Aug 2026 | Chanel | 7.4M | 27.1% | 2 | | Aug 2026 | Hermès | 5M | 18.4% | 3 | | Aug 2026 | Gucci | 2.7M | 10.1% | 4 | | Aug 2026 | Prada | 1.8M | 6.7% | 5 | | Aug 2026 | Saint Laurent | 1M | 3.7% | 6 | | Aug 2026 | Dior | 550K | 2% | 7 | | Sep 2026 | Louis Vuitton | 8.7M | 33.3% | 1 | | Sep 2026 | Chanel | 7.4M | 28.1% | 2 | | Sep 2026 | Hermès | 4.1M | 15.6% | 3 | | Sep 2026 | Gucci | 2.7M | 10.5% | 4 | | Sep 2026 | Prada | 1.8M | 7% | 5 | | Sep 2026 | Saint Laurent | 1M | 3.8% | 6 | | Sep 2026 | Dior | 450K | 1.7% | 7 | ## What is being compared - **Chanel**: Measured on the search terms “chanel”, “chanel chance”, “chanel parfume” and “chanel water”, summed into one figure. - **Dior**: Measured on the search term “dior bag”. - **Gucci**: Measured on the search term “gucci”. - **Hermès**: Measured on the search term “hermes”. - **Louis Vuitton**: Measured on the search terms “louis vuitton” and “lv”, summed into one figure. - **Prada**: Measured on the search term “prada”. - **Saint Laurent**: Measured on the search term “saint laurent”. - [Chanel](/demand/global-en/brands/chanel) - [Dior](/demand/global-en/brands/dior) - [Gucci](/demand/global-en/brands/gucci) - [Hermès](/demand/global-en/brands/hermes) - [Louis Vuitton](/demand/global-en/brands/louis-vuitton) - [Prada](/demand/global-en/brands/prada) - [Saint Laurent](/demand/global-en/brands/saint-laurent) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among luxury fashion houses worldwide? In September 2026, Louis Vuitton was the most searched among luxury fashion houses worldwide, with an estimated 8.7M branded searches and 33.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Luxury fashion houses: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/luxury-fashion-houses This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/luxury-fashion-houses. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.