--- title: "Premium fashion brands: Which are searched most?" description: "Compare the premium international fashion brands people shop in store and online. Share of Search among Ralph Lauren, Calvin Klein, Tommy Hilfiger, Guess, Lacoste and Hugo Boss, the premium fashion brands 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/premium-fashion-brands" publisher: "Brandwave" --- # Premium fashion brands: Which are searched most? Compare the premium international fashion brands people shop in store and online. Share of Search among Ralph Lauren, Calvin Klein, Tommy Hilfiger, Guess, Lacoste and Hugo Boss, the premium fashion brands 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**: Premium fashion brands - **Market**: Global - **Brands compared**: 6 - **Month measured**: Sep 2026 - **Highest Share of Search**: Ralph Lauren, 23.7% ## Which brand is most popular in search among premium fashion brands worldwide? - 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. - 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. ## Compare search popularity between leading brands - [Ralph Lauren vs Calvin Klein: compare search popularity](/demand/global-en/compare/calvin-klein-vs-ralph-lauren): 23.7% against 19.4% Share of Search. - [Ralph Lauren vs Tommy Hilfiger: compare search popularity](/demand/global-en/compare/ralph-lauren-vs-tommy-hilfiger): 23.7% against 19.4% Share of Search. - [Ralph Lauren vs Guess: compare search popularity](/demand/global-en/compare/guess-vs-ralph-lauren): 23.7% against 15.9% Share of Search. - [Ralph Lauren vs Lacoste: compare search popularity](/demand/global-en/compare/lacoste-vs-ralph-lauren): 23.7% against 15.9% Share of Search. - [Calvin Klein vs Tommy Hilfiger: compare search popularity](/demand/global-en/compare/calvin-klein-vs-tommy-hilfiger): 19.4% Share of Search each. - [Calvin Klein vs Guess: compare search popularity](/demand/global-en/compare/calvin-klein-vs-guess): 19.4% against 15.9% Share of Search. - [Calvin Klein vs Lacoste: compare search popularity](/demand/global-en/compare/calvin-klein-vs-lacoste): 19.4% against 15.9% Share of Search. - [Tommy Hilfiger vs Guess: compare search popularity](/demand/global-en/compare/guess-vs-tommy-hilfiger): 19.4% against 15.9% Share of Search. - [Tommy Hilfiger vs Lacoste: compare search popularity](/demand/global-en/compare/lacoste-vs-tommy-hilfiger): 19.4% against 15.9% Share of Search. - [Guess vs Lacoste: compare search popularity](/demand/global-en/compare/guess-vs-lacoste): 15.9% Share of Search each. ## How did search popularity change for premium fashion brands worldwide in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Ralph Lauren | 23.7% | 4.1M | 0.0% | Ralph Lauren | | 2 | Calvin Klein | 19.4% | 3.4M | 0.0% | Calvin Klein | | 3 | Tommy Hilfiger | 19.4% | 3.4M | 0.0% | Tommy Hilfiger | | 4 | Guess | 15.9% | 2.7M | 0.0% | Guess | | 5 | Lacoste | 15.9% | 2.7M | -18.2% | Lacoste | | 6 | Hugo Boss | 5.8% | 1M | 0.0% | Hugo Boss | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Ralph Lauren | 5M | 25.6% | 1 | | Oct 2025 | Tommy Hilfiger | 4.1M | 20.9% | 2 | | Oct 2025 | Calvin Klein | 3.4M | 17.2% | 3 | | Oct 2025 | Lacoste | 3.4M | 17.2% | 4 | | Oct 2025 | Guess | 2.2M | 11.5% | 5 | | Oct 2025 | Hugo Boss | 1.5M | 7.7% | 6 | | Nov 2025 | Ralph Lauren | 6.1M | 23.1% | 1 | | Nov 2025 | Tommy Hilfiger | 6.1M | 23.1% | 2 | | Nov 2025 | Calvin Klein | 5M | 18.9% | 3 | | Nov 2025 | Lacoste | 4.1M | 15.4% | 4 | | Nov 2025 | Guess | 3.4M | 12.6% | 5 | | Nov 2025 | Hugo Boss | 1.8M | 6.9% | 6 | | Dec 2025 | Ralph Lauren | 6.1M | 25% | 1 | | Dec 2025 | Tommy Hilfiger | 5M | 20.4% | 2 | | Dec 2025 | Calvin Klein | 4.1M | 16.7% | 3 | | Dec 2025 | Lacoste | 4.1M | 16.7% | 4 | | Dec 2025 | Guess | 3.4M | 13.7% | 5 | | Dec 2025 | Hugo Boss | 1.8M | 7.5% | 6 | | Jan 2026 | Ralph Lauren | 5M | 24.2% | 1 | | Jan 2026 | Tommy Hilfiger | 4.1M | 19.8% | 2 | | Jan 2026 | Calvin Klein | 3.4M | 16.2% | 3 | | Jan 2026 | Guess | 3.4M | 16.2% | 4 | | Jan 2026 | Lacoste | 3.4M | 16.2% | 5 | | Jan 2026 | Hugo Boss | 1.5M | 7.3% | 6 | | Feb 2026 | Calvin Klein | 4.1M | 24.4% | 1 | | Feb 2026 | Ralph Lauren | 3.4M | 20% | 2 | | Feb 2026 | Tommy Hilfiger | 3.4M | 20% | 3 | | Feb 2026 | Lacoste | 2.7M | 16.3% | 4 | | Feb 2026 | Guess | 2.2M | 13.4% | 5 | | Feb 2026 | Hugo Boss | 1M | 6% | 6 | | Mar 2026 | Calvin Klein | 5M | 26.3% | 1 | | Mar 2026 | Lacoste | 3.4M | 17.6% | 2 | | Mar 2026 | Ralph Lauren | 3.4M | 17.6% | 3 | | Mar 2026 | Tommy Hilfiger | 3.4M | 17.6% | 4 | | Mar 2026 | Guess | 2.7M | 14.4% | 5 | | Mar 2026 | Hugo Boss | 1.2M | 6.4% | 6 | | Apr 2026 | Calvin Klein | 3.4M | 20.9% | 1 | | Apr 2026 | Ralph Lauren | 3.4M | 20.9% | 2 | | Apr 2026 | Tommy Hilfiger | 3.4M | 20.9% | 3 | | Apr 2026 | Lacoste | 2.7M | 17.1% | 4 | | Apr 2026 | Guess | 2.2M | 14% | 5 | | Apr 2026 | Hugo Boss | 1M | 6.2% | 6 | | May 2026 | Calvin Klein | 4.1M | 22.6% | 1 | | May 2026 | Lacoste | 3.4M | 18.5% | 2 | | May 2026 | Ralph Lauren | 3.4M | 18.5% | 3 | | May 2026 | Tommy Hilfiger | 3.4M | 18.5% | 4 | | May 2026 | Guess | 2.7M | 15.1% | 5 | | May 2026 | Hugo Boss | 1.2M | 6.7% | 6 | | Jun 2026 | Calvin Klein | 3.4M | 19.9% | 1 | | Jun 2026 | Lacoste | 3.4M | 19.9% | 2 | | Jun 2026 | Ralph Lauren | 3.4M | 19.9% | 3 | | Jun 2026 | Tommy Hilfiger | 3.4M | 19.9% | 4 | | Jun 2026 | Guess | 2.2M | 13.3% | 5 | | Jun 2026 | Hugo Boss | 1.2M | 7.2% | 6 | | Jul 2026 | Tommy Hilfiger | 4.1M | 22.9% | 1 | | Jul 2026 | Calvin Klein | 3.4M | 18.7% | 2 | | Jul 2026 | Lacoste | 3.4M | 18.7% | 3 | | Jul 2026 | Ralph Lauren | 3.4M | 18.7% | 4 | | Jul 2026 | Guess | 2.7M | 15.3% | 5 | | Jul 2026 | Hugo Boss | 1M | 5.6% | 6 | | Aug 2026 | Ralph Lauren | 4.1M | 22.9% | 1 | | Aug 2026 | Calvin Klein | 3.4M | 18.7% | 2 | | Aug 2026 | Lacoste | 3.4M | 18.7% | 3 | | Aug 2026 | Tommy Hilfiger | 3.4M | 18.7% | 4 | | Aug 2026 | Guess | 2.7M | 15.3% | 5 | | Aug 2026 | Hugo Boss | 1M | 5.6% | 6 | | Sep 2026 | Ralph Lauren | 4.1M | 23.7% | 1 | | Sep 2026 | Calvin Klein | 3.4M | 19.4% | 2 | | Sep 2026 | Tommy Hilfiger | 3.4M | 19.4% | 3 | | Sep 2026 | Guess | 2.7M | 15.9% | 4 | | Sep 2026 | Lacoste | 2.7M | 15.9% | 5 | | Sep 2026 | Hugo Boss | 1M | 5.8% | 6 | ## What is being compared - **Calvin Klein**: Measured on the search term “calvin klein”. - **Guess**: Measured on the search term “guess”. - **Hugo Boss**: Measured on the search term “hugo boss”. - **Lacoste**: Measured on the search term “lacoste”. - **Ralph Lauren**: Measured on the search term “ralph lauren”. - **Tommy Hilfiger**: Measured on the search term “tommy hilfiger”. - [Calvin Klein](/demand/global-en/brands/calvin-klein) - [Guess](/demand/global-en/brands/guess) - [Hugo Boss](/demand/global-en/brands/hugo-boss) - [Lacoste](/demand/global-en/brands/lacoste) - [Ralph Lauren](/demand/global-en/brands/ralph-lauren) - [Tommy Hilfiger](/demand/global-en/brands/tommy-hilfiger) ## 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 premium fashion brands worldwide? 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. ## Cite this page Brandwave. "Premium fashion brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/premium-fashion-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/premium-fashion-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.