--- title: "Hugo Boss vs Tommy Hilfiger: Which is searched more?" description: "Is Hugo Boss or Tommy Hilfiger more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Polo shirt brands set worldwide. 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/polo-shirt-brands/compare/hugo-boss-vs-tommy-hilfiger" publisher: "Brandwave" --- # Hugo Boss vs Tommy Hilfiger: Which is searched more? Is Hugo Boss or Tommy Hilfiger more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Polo shirt brands set worldwide. 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 - **Compared**: Hugo Boss and Tommy Hilfiger - **Competitive set**: Polo shirt brands - **Market**: Global - **Month measured**: Sep 2026 - **Hugo Boss Share of Search**: 6.3% - **Tommy Hilfiger Share of Search**: 4.6% ## Is Hugo Boss or Tommy Hilfiger more popular in search? - In September 2026, Hugo Boss had more branded searches than Tommy Hilfiger among polo shirt brands worldwide. Hugo Boss had about 24,700 branded searches, while Tommy Hilfiger had 18,100. Hugo Boss made up 6.3% of all polo shirt brand searches we track, and Tommy Hilfiger accounted for 4.6%. - Hugo Boss was ahead of Tommy Hilfiger in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Hugo Boss’ share of searches among polo shirt brands worldwide moved from 7.3% to 6.3%, and its estimated monthly branded searches moved from 22.9K to 24.7K. - Across the 12 months ending September 2026, Tommy Hilfiger’s share of searches among polo shirt brands worldwide moved from 4.7% to 4.6%, and its estimated monthly branded searches moved from 14.8K to 18.1K. ## Top polo shirt brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, neither Hugo Boss nor Tommy Hilfiger showed up in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Ralph Lauren | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Lacoste | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Peter Millar | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | J.Crew | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Uniqlo | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Sunspel | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Brooks Brothers | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Fred Perry | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Hugo Boss | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tommy Hilfiger | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Psycho Bunny | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Original Penguin | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about polo shirt brands - Asked ChatGPT "Which polo shirt brand should I buy?": 1. Lacoste, 2. Ralph Lauren, 3. Uniqlo, 4. J.Crew - Asked ChatGPT "What are the best polo shirt brands?": 1. Lacoste, 2. Ralph Lauren, 3. J.Crew, 4. Sunspel, 5. Brooks Brothers, 6. Fred Perry, 7. Uniqlo - Asked ChatGPT "What's the best polo shirt brand for men?": 1. Ralph Lauren, 2. Lacoste, 3. Peter Millar, 4. J.Crew, 5. Uniqlo - Searched Google, AI Overview "polo shirts": named none of the brands we track - Searched Google, AI Overview "mens polo shirts": 1. Peter Millar, 2. Ralph Lauren Not named in any answer: Hugo Boss, Tommy Hilfiger, Psycho Bunny and Original Penguin. Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026. ## How did search popularity change for polo shirt brands worldwide in September 2026? - Hugo Boss’ share of searches among polo shirt brands worldwide has gained ground for 3 months in a row, from 5% to 6.3% in September 2026. - In September 2026, Tommy Hilfiger rose from 7th to 6th among polo shirt brands worldwide. ## Month by month | Month | Hugo Boss estimated searches | Hugo Boss Share of Search | Hugo Boss rank | Tommy Hilfiger estimated searches | Tommy Hilfiger Share of Search | Tommy Hilfiger rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 22.9K | 7.3% | 4 | 14.8K | 4.7% | 5 | | Nov 2025 | 28K | 7.8% | 4 | 18.1K | 5.1% | 5 | | Dec 2025 | 34.3K | 8.3% | 4 | 18.1K | 4.4% | 5 | | Jan 2026 | 20.2K | 7.1% | 4 | 14.8K | 5.2% | 5 | | Feb 2026 | 20.2K | 6.3% | 4 | 14.8K | 4.6% | 5 | | Mar 2026 | 28K | 6.9% | 4 | 18.1K | 4.4% | 5 | | Apr 2026 | 28K | 5.7% | 4 | 18.1K | 3.7% | 6 | | May 2026 | 30.2K | 5% | 5 | 22.2K | 3.7% | 7 | | Jun 2026 | 30.2K | 5% | 5 | 22.2K | 3.7% | 7 | | Jul 2026 | 30.2K | 5.6% | 5 | 22.2K | 4.1% | 7 | | Aug 2026 | 30.2K | 6.3% | 5 | 22.2K | 4.6% | 7 | | Sep 2026 | 24.7K | 6.3% | 5 | 18.1K | 4.6% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Hugo Boss’ and Tommy Hilfiger’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. - **Hugo Boss**: Measured on the search terms “boss polo” and “hugo boss polo”, summed into one figure. - **Tommy Hilfiger**: Measured on the search term “tommy hilfiger polo”. - [Hugo Boss profile](/demand/global-en/brands/hugo-boss) - [Tommy Hilfiger profile](/demand/global-en/brands/tommy-hilfiger) - [All polo shirt brands worldwide](/demand/global-en/categories/polo-shirt-brands): The set both shares are measured inside, 12 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Hugo Boss or Tommy Hilfiger more popular in search? In September 2026, Hugo Boss had more branded searches than Tommy Hilfiger among polo shirt brands worldwide. Hugo Boss had about 24,700 branded searches, while Tommy Hilfiger had 18,100. Hugo Boss made up 6.3% of all polo shirt brand searches we track, and Tommy Hilfiger accounted for 4.6%. ## Cite this page Brandwave. "Hugo Boss vs Tommy Hilfiger: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/polo-shirt-brands/compare/hugo-boss-vs-tommy-hilfiger This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/polo-shirt-brands/compare/hugo-boss-vs-tommy-hilfiger. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.