Brandwave

Lacoste vs Tommy Hilfiger:Which is more popular?

In September 2026, Lacoste had more branded searches than Tommy Hilfiger among polo shirt brands worldwide. Lacoste had about 60,500 branded searches, while Tommy Hilfiger had 18,100. Lacoste made up 15.4% of all polo shirt brand searches we track, and Tommy Hilfiger accounted for 4.6%. When we asked ChatGPT and Google AI Overviews about polo shirt brands, Lacoste appeared in three of the five answers and Tommy Hilfiger in none.

Among polo shirt brands worldwide in September 2026

Who do people search for more?

Lacoste, about 3 searches for every 1 for Tommy Hilfiger

Lacoste 60.5K searchesTommy Hilfiger 18.1K searches

Who does AI mention more?

Lacoste, mentioned in 3 of 5 answers, Tommy Hilfiger in 0

Lacoste in 3 of 5Tommy Hilfiger in 0 of 5

Who does AI recommend more?

Lacoste, the only one of the two named

Lacoste first in 3Tommy Hilfiger never named

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Top polo shirt brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Lacoste was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Tommy Hilfiger 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. Ralph Lauren1st
  2. Lacoste2nd
  3. Peter Millar3rd
  4. J.Crew4th
  5. Uniqlo5th
  6. Sunspel6th
  7. Brooks Brothers7th
  8. Fred Perry8th
  9. Hugo Boss–
  10. Tommy Hilfiger–
  11. +2 more

Mentioned by AI

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

  • Ralph Lauren4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lacoste3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uniqlo3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • J.Crew3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Peter Millar2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fred Perry1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sunspel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Brooks Brothers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hugo Boss0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy Hilfiger0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about polo shirt 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 25, 2026.

Is Lacoste or Tommy Hilfiger more popular in search?

This chart shows how often people search Google for Lacoste and Tommy Hilfiger by name. Each line represents a brand's share of searches for all 12 polo shirt brands we track, month by month, from English-language searches worldwide.

Lacoste and Tommy Hilfiger among polo shirt brands worldwide, by month

Share of searches by month for Lacoste, Tommy Hilfiger. The figures are in the table below the chart.

View monthly share of searches table
MonthRalph LaurenFred PerryLacostePeter MillarHugo BossTommy HilfigerSunspelBrooks BrothersUniqloPsycho BunnyOriginal PenguinJ.Crew
Oct 202535.2%22.9%15.8%2.6%7.3%4.7%1.2%2.1%2.6%3.2%2.1%0.32%
Nov 202537.7%20%16.9%2.3%7.8%5.1%1%1.5%2.3%3.4%1.8%0.28%
Dec 202539.7%21.1%14.6%2.4%8.3%4.4%0.87%1.3%1.9%2.9%2.4%0.24%
Jan 202631.9%23.9%17.5%2.3%7.1%5.2%1.3%1.9%2.9%2.9%2.9%0.31%
Feb 202642%19.5%15.4%2.1%6.3%4.6%1.4%1.7%2.5%2.5%1.7%0.31%
Mar 202640.4%20.2%14.8%2.4%6.9%4.4%2%2%2.4%2.4%1.6%0.47%
Apr 202640.6%18.9%14.9%5.5%5.7%3.7%3%1.6%2.4%2%1.3%0.38%
May 202640.6%17.7%15%5.5%5%3.7%4.5%1.6%2.4%2%1.6%0.4%
Jun 202641.1%15.6%15.1%6.8%5%3.7%3.7%2%2.5%1.7%2.5%0.4%
Jul 202636.9%17.2%16.6%6.1%5.6%4.1%5%1.8%2.2%1.8%2.2%0.44%
Aug 202628.1%18.2%15.4%12.6%6.3%4.6%5.6%2.1%2.5%2.1%2.1%0.5%
Sep 202628%17.2%15.4%15.4%6.3%4.6%3.8%2.5%2.5%2.1%1.7%0.48%

Lacoste and Tommy Hilfiger sell other things too, so only their searches that name this product count here, like “lacoste polo”.

How has the Lacoste and Tommy Hilfiger comparison changed over the last 12 months?

3 findings
  • Lacoste was ahead of Tommy Hilfiger in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Lacoste’s share of searches among polo shirt brands worldwide moved from 15.8% to 15.4%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
  • 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.

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

2 changes

  1. In September 2026, Tommy Hilfiger rose from 7th to 6th among polo shirt brands worldwide.

  2. Estimated monthly branded searches for Lacoste worldwide rose 22.2% over 12 measured months, from 49.5K to 60.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Lacoste’s 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.

Lacoste

1 branded search term

  • lacoste polo

Tommy Hilfiger

1 branded search term

  • tommy hilfiger polo

How the Brand Demand Index is measured

Other head-to-heads among polo shirt brands

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