Premium fashion brands:Which are searched most?
In September 2026, Ralph Lauren was the most searched among premium fashion brands worldwide, with an estimated 4.1M branded searches and 23.7% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
Ralph Lauren23.7%
Calvin Klein19.4%Tommy Hilfiger19.4%
Guess15.9%
Lacoste15.9%
Hugo Boss5.8%
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Share of SearchLeaderboard
Compare the premium international fashion brands people shop in store and online. 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.
Share of Search by month for Ralph Lauren, Calvin Klein, Tommy Hilfiger, Guess, Lacoste, Hugo Boss. The figures are in the table below the chart.
View monthly share of search table
| Month | Ralph Lauren | Calvin Klein | Tommy Hilfiger | Guess | Lacoste | Hugo Boss |
|---|---|---|---|---|---|---|
| Oct 2025 | 25.6% | 17.2% | 20.9% | 11.5% | 17.2% | 7.7% |
| Nov 2025 | 23.1% | 18.9% | 23.1% | 12.6% | 15.4% | 6.9% |
| Dec 2025 | 25% | 16.7% | 20.4% | 13.7% | 16.7% | 7.5% |
| Jan 2026 | 24.2% | 16.2% | 19.8% | 16.2% | 16.2% | 7.3% |
| Feb 2026 | 20% | 24.4% | 20% | 13.4% | 16.3% | 6% |
| Mar 2026 | 17.6% | 26.3% | 17.6% | 14.4% | 17.6% | 6.4% |
| Apr 2026 | 20.9% | 20.9% | 20.9% | 14% | 17.1% | 6.2% |
| May 2026 | 18.5% | 22.6% | 18.5% | 15.1% | 18.5% | 6.7% |
| Jun 2026 | 19.9% | 19.9% | 19.9% | 13.3% | 19.9% | 7.2% |
| Jul 2026 | 18.7% | 18.7% | 22.9% | 15.3% | 18.7% | 5.6% |
| Aug 2026 | 22.9% | 18.7% | 18.7% | 15.3% | 18.7% | 5.6% |
| Sep 2026 | 23.7% | 19.4% | 19.4% | 15.9% | 15.9% | 5.8% |
This month’s ranking, September 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 23.7% | 4.1M | 0% | +0.8 points | |
| 2, held 2nd | 19.4% | 3.4M | 0% | +0.7 points | |
| 3, moved from 4th to 3rd | 19.4% | 3.4M | 0% | +0.7 pointsmoved from 4th to 3rd | |
| 4, moved from 5th to 4th | 15.9% | 2.7M | 0% | +0.5 pointsmoved from 5th to 4th | |
| 5, moved from 3rd to 5th | 15.9% | 2.7M | -18.2% | -2.9 pointsmoved from 3rd to 5th | |
| 6, held 6th | 5.8% | 1M | 0% | +0.2 points |
23.7%
Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.8 points.
19.4%
Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.7 points.
19.4%
Moved from 4th to 3rd. 3.4M estimated branded searches, 0% vs prior month. Share +0.7 points.
4.
Guess15.9%
Moved from 5th to 4th. 2.7M estimated branded searches, 0% vs prior month. Share +0.5 points.
5.
Lacoste15.9%
Moved from 3rd to 5th. 2.7M estimated branded searches, -18.2% vs prior month. Share -2.9 points.
5.8%
Held 6th. 1M estimated branded searches, 0% vs prior month. Share +0.2 points.
Compare search popularity between leading brands
- Ralph Lauren vs Calvin Klein: compare search popularity
- Ralph Lauren vs Guess: compare search popularity
- Ralph Lauren vs Lacoste: compare search popularity
- Calvin Klein vs Guess: compare search popularity
- Calvin Klein vs Lacoste: compare search popularity
- Tommy Hilfiger vs Guess: compare search popularity
- Tommy Hilfiger vs Lacoste: compare search popularity
- Guess vs Lacoste: compare search popularity
- Compare any of these brands
Which brand is most popular in search among premium fashion brands worldwide?
6 brands
In September 2026, Ralph Lauren was the most searched among premium fashion brands worldwide, with an estimated 4.1M branded searches and 23.7% estimated Share of Search within this set. Calvin Klein is in 2nd place, 4.3 percentage points behind at 19.4% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Ralph Lauren | 25.6% → 23.7% | 25.6%Oct 2025 | 17.6%Mar 2026 | 1st |
| Calvin Klein | 17.2% → 19.4% | 26.3%Mar 2026 | 16.2%Jan 2026 | 3rd → 2nd |
| Tommy Hilfiger | 20.9% → 19.4% | 23.1%Nov 2025 | 17.6%Mar 2026 | 2nd → 3rd |
| Guess | 11.5% → 15.9% | 16.2%Jan 2026 | 11.5%Oct 2025 | 5th → 4th |
| Lacoste | 17.2% → 15.9% | 19.9%Jun 2026 | 15.4%Nov 2025 | 4th → 5th |
| Hugo Boss | 7.7% → 5.8% | 7.7%Oct 2025 | 5.6%Jul 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, Ralph Lauren’s estimated Share of Search among premium fashion brands worldwide decreased from 25.6% to 23.7%.
- Across the 12 months ending September 2026, Calvin Klein’s estimated Share of Search among premium fashion brands worldwide increased from 17.2% to 19.4%.
- Across the 12 months ending September 2026, Tommy Hilfiger’s estimated Share of Search among premium fashion brands worldwide decreased from 20.9% to 19.4%.
- Across the 12 months ending September 2026, Guess’ estimated Share of Search among premium fashion brands worldwide increased from 11.5% to 15.9%.
- Across the 12 months ending September 2026, Lacoste’s estimated Share of Search among premium fashion brands worldwide decreased from 17.2% to 15.9%.
- Across the 12 months ending September 2026, Hugo Boss’ estimated Share of Search among premium fashion brands worldwide decreased from 7.7% to 5.8%.
- Across the 12 months ending September 2026, Ralph Lauren’s estimated Share of Search among premium fashion brands worldwide peaked at 25.6% in October 2025 and was lowest at 17.6% in March 2026.
- Across the 12 months ending September 2026, Calvin Klein’s estimated Share of Search among premium fashion brands worldwide peaked at 26.3% in March 2026 and was lowest at 16.2% in January 2026.
- Across the 12 months ending September 2026, Tommy Hilfiger’s estimated Share of Search among premium fashion brands worldwide peaked at 23.1% in November 2025 and was lowest at 17.6% in March 2026.
- Across the 12 months ending September 2026, Guess’ estimated Share of Search among premium fashion brands worldwide peaked at 16.2% in January 2026 and was lowest at 11.5% in October 2025.
- Across the 12 months ending September 2026, Lacoste’s estimated Share of Search among premium fashion brands worldwide peaked at 19.9% in June 2026 and was lowest at 15.4% in November 2025.
- Across the 12 months ending September 2026, Hugo Boss’ estimated Share of Search among premium fashion brands worldwide peaked at 7.7% in October 2025 and was lowest at 5.6% in July 2026.
- Across the 12 months ending September 2026, Calvin Klein rose from 3rd to 2nd among premium fashion brands worldwide.
- Across the 12 months ending September 2026, Tommy Hilfiger fell from 2nd to 3rd among premium fashion brands worldwide.
- Across the 12 months ending September 2026, Guess rose from 5th to 4th among premium fashion brands worldwide.
- Across the 12 months ending September 2026, Lacoste fell from 4th to 5th among premium fashion brands worldwide.
How did search popularity change for premium fashion brands worldwide in September 2026?
6 changes
In September 2026, Tommy Hilfiger overtook Lacoste to rank 3rd among premium fashion brands worldwide, with 19.4% estimated Share of Search.
In September 2026, Guess overtook Lacoste to rank 4th among premium fashion brands worldwide, with 15.9% estimated Share of Search.
In September 2026, Ralph Lauren gained estimated Share of Search among premium fashion brands worldwide, from 22.9% to 23.7%.
In September 2026, Calvin Klein gained estimated Share of Search among premium fashion brands worldwide, from 18.7% to 19.4%.
In September 2026, Lacoste lost estimated Share of Search among premium fashion brands worldwide, from 18.7% to 15.9%.
Estimated monthly branded searches for Hugo Boss worldwide fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026.
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