Brandwave

Ralph Lauren vs Tommy Hilfiger:Which is more popular?

In September 2026, Ralph Lauren had more branded searches than Tommy Hilfiger among polo shirt brands worldwide. Ralph Lauren had about 110,000 branded searches, while Tommy Hilfiger had 18,100. Ralph Lauren made up 28% 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, Ralph Lauren appeared in four of the five answers and Tommy Hilfiger in none.

Among polo shirt brands worldwide in September 2026

Who do people search for more?

Ralph Lauren, about 6 searches for every 1 for Tommy Hilfiger

Ralph Lauren 110K searchesTommy Hilfiger 18.1K searches

Who does AI mention more?

Ralph Lauren, mentioned in 4 of 5 answers, Tommy Hilfiger in 0

Ralph Lauren in 4 of 5Tommy Hilfiger in 0 of 5

Who does AI recommend more?

Ralph Lauren, the only one of the two named

Ralph Lauren first in 4Tommy 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, Ralph Lauren was mentioned in four out of five: in all three ChatGPT answers and in one 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 Ralph Lauren or Tommy Hilfiger more popular in search?

This chart shows how often people search Google for Ralph Lauren 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.

Ralph Lauren and Tommy Hilfiger among polo shirt brands worldwide, by month

Share of searches by month for Ralph Lauren, 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%

Ralph Lauren and Tommy Hilfiger sell other things too, so only their searches that name this product count here, like “ralph lauren polo shirt”.

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

3 findings

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

2 changes

  1. Ralph Lauren’s share of searches among polo shirt brands worldwide has lost ground for 3 months in a row, from 41.1% to 28% in September 2026.

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Ralph Lauren’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.

Ralph Lauren

1 branded search term

  • ralph lauren polo shirt

Tommy Hilfiger

1 branded search term

  • tommy hilfiger polo

How the Brand Demand Index is measured

Other head-to-heads among polo shirt brands

Creator with pink hair and a pink jacket

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