Brandwave

The North Face vs Uniqlo:Which is more popular?

In September 2026, Uniqlo had more branded searches than The North Face among puffer jacket brands worldwide. Uniqlo had about 13.6 million branded searches, while The North Face had 4.1 million. Uniqlo made up 52.9% of all puffer jacket brand searches we track, and The North Face accounted for 15.8%. When we asked ChatGPT and Google AI Overviews about puffer jacket brands, The North Face appeared in four of the five answers and Uniqlo in two. The North Face was mentioned before Uniqlo in every answer that named either.

Among puffer jacket brands worldwide in September 2026

Who do people search for more?

Uniqlo, about 3 searches for every 1 for The North Face

Uniqlo 13.6M searchesThe North Face 4.1M searches

Who does AI mention more?

The North Face, mentioned in 4 of 5 answers, Uniqlo in 2

The North Face in 4 of 5Uniqlo in 2 of 5

Who does AI recommend more?

The North Face, named ahead of Uniqlo in 3 of 3 answers

The North Face first in 3Uniqlo never first

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Top puffer jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Uniqlo was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face was listed before Uniqlo in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Patagonia1st
  2. The North Face2nd
  3. Arc'teryx3rd
  4. Rab4th
  5. Canada Goose5th
  6. Uniqlo6th
  7. Moncler7th
  8. Columbia8th
  9. Kathmandu–

Mentioned by AI

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

  • The North Face4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Arc'teryx3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Canada Goose3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rab3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Columbia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Uniqlo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Moncler1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kathmandu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about puffer jacket 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 19, 2026.

Is The North Face or Uniqlo more popular in search?

This chart shows how often people search Google for The North Face and Uniqlo by name. Each line represents a brand's share of searches for all nine puffer jacket brands we track, month by month, from English-language searches worldwide.

The North Face and Uniqlo among puffer jacket brands worldwide, by month

Share of searches by month for Uniqlo, The North Face. The figures are in the table below the chart.

View monthly share of searches table
MonthUniqloThe North FacePatagoniaArc'teryxCanada GooseMonclerKathmanduRabColumbia
Oct 202547.5%19.2%11.7%7.8%5.2%5.2%1.9%0.86%0.47%
Nov 202542.8%23.3%10.5%8.6%7%4.7%1.7%0.77%0.63%
Dec 202541.3%22.6%10.2%10.2%6.8%5.6%2%0.75%0.61%
Jan 202645.2%20.2%11.1%9.1%6.1%5%1.8%1%0.45%
Feb 202644.1%19.8%13.3%8.9%4.8%4.8%2.2%1.5%0.54%
Mar 202653.5%14.7%13.2%7.2%3.2%3.2%3.2%1.2%0.43%
Apr 202659.1%11.8%11.9%6.5%2.4%2.9%3.6%1.3%0.48%
May 202657.6%14.1%11.6%6.3%2.3%2.8%3.5%1.3%0.47%
Jun 202654.2%13.3%13.4%7.3%2.2%2.7%4.9%1.5%0.54%
Jul 202652.9%15.9%13.1%7.2%2.1%2.6%3.9%1.8%0.52%
Aug 202654.8%14.8%11%7.4%3.3%3.3%3.3%1.5%0.54%
Sep 202652.9%15.8%10.7%8.7%3.9%3.9%2.1%1.4%0.53%

How has the The North Face and Uniqlo comparison changed over the last 12 months?

3 findings
  • Uniqlo was ahead of The North Face in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, The North Face’s share of searches among puffer jacket brands worldwide moved from 19.2% to 15.8%, and its estimated monthly branded searches moved from 6.7M to 4.1M.
  • Across the 12 months ending September 2026, Uniqlo’s share of searches among puffer jacket brands worldwide moved from 47.5% to 52.9%, and its estimated monthly branded searches moved from 16.6M to 13.6M.

How did search popularity change for puffer jacket brands worldwide in September 2026?

2 changes

  1. In September 2026, The North Face gained share of searches among puffer jacket brands worldwide, from 14.8% to 15.8%.

  2. In September 2026, Uniqlo lost share of searches among puffer jacket brands worldwide, from 54.8% to 52.9%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using The North Face’s and Uniqlo’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.

The North Face

3 branded search terms

  • north face
  • the north face
  • thenorthface

Uniqlo

1 branded search term

  • uniqlo

How the Brand Demand Index is measured

Other head-to-heads among puffer jacket brands

Creator with pink hair and a pink jacket

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