Tote bag brands:Which are most popular?

Name: Tote bag brands: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Baggu was the most searched tote bag brand worldwide, accounting for 28.5% of all searches among the 13 brands we track. When we checked with ChatGPT and Google AI Overviews, Baggu, Marc Jacobs, L.L.Bean and Cuyana were mentioned most often, in three of the five answers. L.L.Bean was recommended most often, coming first in one out of three responses that gave a list.

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Top tote bag brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Baggu, Marc Jacobs, L.L.Bean and Cuyana were mentioned most often, in three of the five answers. L.L.Bean was recommended most often, coming first in one out of three answers that gave a list. Longchamp was second, and Baggu was third. Coach, which ranked third in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Baggu	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Marc Jacobs	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
L.L.Bean	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Cuyana	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Longchamp	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Dagne Dover	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Goyard	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Tory Burch	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Kate Spade	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Coach	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Lululemon	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Lo & Sons	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Michael Kors	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Baggu3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Marc Jacobs3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
L.L.Bean3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Cuyana3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Longchamp2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dagne Dover2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Goyard1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tory Burch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Kate Spade1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Coach0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Lululemon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Lo & Sons0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Michael Kors0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tote bag brands

5 answers

Asked ChatGPT
“Which tote bag brand should I buy?”
1. 1Longchamp
2. 2L.L.Bean
3. 3Baggu
4. 4Marc Jacobs
Asked ChatGPT
“What are the best tote bag brands?”
1. 1Longchamp
2. 2L.L.Bean
3. 3Cuyana
4. 4Baggu
5. 5Marc Jacobs
6. 6Dagne Dover
7. 7Goyard
Asked ChatGPT
“What's the best tote bag for carrying a laptop to work?”
1. 1Cuyana
Searched Google, AI Overview
“tote bag”
1. 1L.L.Bean
2. 2Baggu
3. 3Marc Jacobs
4. 4Kate Spade
5. 5Tory Burch
6. 6Cuyana
Searched Google, AI Overview
“work tote”
1. 1Dagne Dover

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.

Which tote bag brands do people search for most?

This chart shows how often people search Google for each tote bag brand by name. Each line represents a brand's share of searches for all 13 tote bag brands we track, month by month, from English-language searches worldwide.

Share of searches among tote bag brands worldwide, by month

Month	Baggu	Longchamp	Coach	Marc Jacobs	Goyard	L.L.Bean	Tory Burch	Kate Spade	Lululemon	Lo & Sons	Michael Kors	Cuyana	Dagne Dover
Oct 2025	23.4%	16.3%	15.6%	22.7%	8.6%	4.7%	3.8%	1.2%	0.94%	0.77%	0.63%	0.94%	0.51%
Nov 2025	27.7%	18%	12.4%	19.7%	10.2%	5.6%	1.4%	1.4%	1.1%	1.1%	0.75%	0.5%	0.27%
Dec 2025	23.4%	18.5%	15.6%	21.4%	8.6%	4.7%	1.7%	1.1%	1.1%	0.94%	0.77%	1.1%	0.94%
Jan 2026	28.2%	18.3%	15.4%	18.3%	8.4%	4.6%	1.7%	1.1%	1.4%	0.93%	0.76%	0.51%	0.41%
Feb 2026	32.2%	17.1%	14.5%	17.1%	7.9%	4.3%	1.6%	1.1%	1.3%	1.1%	1.1%	0.47%	0.25%
Mar 2026	33.4%	14.5%	14.9%	17.7%	8.2%	5.5%	1.3%	1.1%	1.1%	0.9%	0.6%	0.49%	0.22%
Apr 2026	29.5%	15.7%	13.2%	18.1%	8.8%	8.8%	1.5%	1.2%	0.97%	0.97%	0.65%	0.43%	0.23%
May 2026	31.4%	13.6%	11.5%	19.2%	9.4%	9.4%	1.3%	1.3%	0.84%	0.84%	0.56%	0.46%	0.25%
Jun 2026	28.9%	15.3%	12.9%	17.7%	10.6%	8.6%	1.4%	1.2%	1.2%	0.78%	0.64%	0.52%	0.23%
Jul 2026	27.3%	15.5%	18.2%	13.7%	10%	10%	1.3%	0.9%	1.1%	0.73%	0.6%	0.49%	0.18%
Aug 2026	29.3%	18.9%	19.6%	12%	8.8%	5.9%	1.4%	0.96%	1.2%	0.64%	0.64%	0.53%	0.19%
Sep 2026	28.5%	18.5%	15.5%	14.3%	10.4%	7%	1.4%	1.1%	1.1%	0.77%	0.63%	0.51%	0.19%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Baggu	28.5%	368K	-33.1%	-0.8 points
2, moved from 3rd to 2nd	Longchamp	18.5%	239K	-32.9%	-0.5 pointsmoved from 3rd to 2nd
3, moved from 2nd to 3rd	Coach Tapestry	15.5%	201K	-45.4%	-4 pointsmoved from 2nd to 3rd
4, held 4th	Marc Jacobs	14.3%	185K	-18.2%	+2.3 points
5, held 5th	Goyard	10.4%	135K	-18.2%	+1.7 points
6, held 6th	L.L.Bean	7%	90.5K	-17.7%	+1.1 points
7, held 7th	Tory Burch	1.4%	18.1K	-33.2%	0 points
8, moved from 9th to 8th	Kate Spade Tapestry	1.1%	14.8K	-18.2%	+0.2 pointsmoved from 9th to 8th
9, moved from 8th to 9th	Lululemon	1.1%	14.8K	-33.3%	0 pointsmoved from 8th to 9th
10, held 10th	Lo & Sons	0.77%	9.9K	-18.2%	+0.1 points
11, held 11th	Michael Kors	0.63%	8.1K	-33.1%	0 points
12, held 12th	Cuyana	0.51%	6.6K	-33.3%	0 points
13, held 13th	Dagne Dover	0.19%	2.4K	-33.3%	0 points

1.Baggu
28.5%
Held 1st. 368K estimated branded searches, -33.1% vs prior month. Share -0.8 points.
2.Longchamp
18.5%
Moved from 3rd to 2nd. 239K estimated branded searches, -32.9% vs prior month. Share -0.5 points.
3.Coach
15.5%
Moved from 2nd to 3rd. 201K estimated branded searches, -45.4% vs prior month. Share -4 points.
4.Marc Jacobs
14.3%
Held 4th. 185K estimated branded searches, -18.2% vs prior month. Share +2.3 points.
5.Goyard
10.4%
Held 5th. 135K estimated branded searches, -18.2% vs prior month. Share +1.7 points.
6.L.L.Bean
7%
Held 6th. 90.5K estimated branded searches, -17.7% vs prior month. Share +1.1 points.
7.Tory Burch
1.4%
Held 7th. 18.1K estimated branded searches, -33.2% vs prior month. Share 0 points.
8.Kate Spade
1.1%
Moved from 9th to 8th. 14.8K estimated branded searches, -18.2% vs prior month. Share +0.2 points.
9.Lululemon
1.1%
Moved from 8th to 9th. 14.8K estimated branded searches, -33.3% vs prior month. Share 0 points.
10.Lo & Sons
0.77%
Held 10th. 9.9K estimated branded searches, -18.2% vs prior month. Share +0.1 points.
11.Michael Kors
0.63%
Held 11th. 8.1K estimated branded searches, -33.1% vs prior month. Share 0 points.
12.Cuyana
0.51%
Held 12th. 6.6K estimated branded searches, -33.3% vs prior month. Share 0 points.
13.Dagne Dover
0.19%
Held 13th. 2.4K estimated branded searches, -33.3% vs prior month. Share 0 points.

Longchamp, Marc Jacobs and 8 other brands sell other things too, so only their searches that name this product count here, like “longchamp tote”.

Which brand is most popular in search among tote bag brands worldwide?

13 brands

In September 2026, Baggu was the most searched among tote bag brands worldwide, with an estimated 368K branded searches, 28.5% of all searches for the 13 we track. Longchamp is in 2nd place, 10 percentage points behind at 18.5%.

Global tote bag brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Baggu	23.4% → 28.5%	33.4%Mar 2026	23.4%Dec 2025	1st
Longchamp	16.3% → 18.5%	18.9%Aug 2026	13.6%May 2026	3rd → 2nd
Coach	15.6% → 15.5%	19.6%Aug 2026	11.5%May 2026	4th → 3rd
Marc Jacobs	22.7% → 14.3%	22.7%Oct 2025	12%Aug 2026	2nd → 4th
Goyard	8.6% → 10.4%	10.6%Jun 2026	7.9%Feb 2026	5th
L.L.Bean	4.7% → 7%	10%Jul 2026	4.3%Feb 2026	6th
Tory Burch	3.8% → 1.4%	3.8%Oct 2025	1.3%May 2026	7th
Kate Spade	1.2% → 1.1%	1.4%Nov 2025	0.9%Jul 2026	8th
Lululemon	0.94% → 1.1%	1.4%Jan 2026	0.84%May 2026	10th → 9th
Lo & Sons	0.77%	1.1%Nov 2025	0.64%Aug 2026	11th → 10th
Michael Kors	0.63%	1.1%Feb 2026	0.56%May 2026	12th → 11th
Cuyana	0.94% → 0.51%	1.1%Dec 2025	0.43%Apr 2026	9th → 12th
Dagne Dover	0.51% → 0.19%	0.94%Dec 2025	0.18%Jul 2026	13th

Each finding as a sentence

Across the 12 months ending September 2026, Baggu’s share of searches among tote bag brands worldwide increased from 23.4% to 28.5%.
Across the 12 months ending September 2026, Longchamp’s share of searches among tote bag brands worldwide increased from 16.3% to 18.5%.
Across the 12 months ending September 2026, Marc Jacobs’ share of searches among tote bag brands worldwide decreased from 22.7% to 14.3%.
Across the 12 months ending September 2026, Goyard’s share of searches among tote bag brands worldwide increased from 8.6% to 10.4%.
Across the 12 months ending September 2026, L.L.Bean’s share of searches among tote bag brands worldwide increased from 4.7% to 7%.
Across the 12 months ending September 2026, Tory Burch’s share of searches among tote bag brands worldwide decreased from 3.8% to 1.4%.
Across the 12 months ending September 2026, Baggu’s share of searches among tote bag brands worldwide peaked at 33.4% in March 2026 and was lowest at 23.4% in December 2025.
Across the 12 months ending September 2026, Longchamp’s share of searches among tote bag brands worldwide peaked at 18.9% in August 2026 and was lowest at 13.6% in May 2026.
Across the 12 months ending September 2026, Coach’s share of searches among tote bag brands worldwide peaked at 19.6% in August 2026 and was lowest at 11.5% in May 2026.
Across the 12 months ending September 2026, Marc Jacobs’ share of searches among tote bag brands worldwide peaked at 22.7% in October 2025 and was lowest at 12% in August 2026.
Across the 12 months ending September 2026, Goyard’s share of searches among tote bag brands worldwide peaked at 10.6% in June 2026 and was lowest at 7.9% in February 2026.
Across the 12 months ending September 2026, L.L.Bean’s share of searches among tote bag brands worldwide peaked at 10% in July 2026 and was lowest at 4.3% in February 2026.
Across the 12 months ending September 2026, Tory Burch’s share of searches among tote bag brands worldwide peaked at 3.8% in October 2025 and was lowest at 1.3% in May 2026.
Across the 12 months ending September 2026, Longchamp rose from 3rd to 2nd among tote bag brands worldwide.
Across the 12 months ending September 2026, Coach rose from 4th to 3rd among tote bag brands worldwide.
Across the 12 months ending September 2026, Marc Jacobs fell from 2nd to 4th among tote bag brands worldwide.
Across the 12 months ending September 2026, Lululemon rose from 10th to 9th among tote bag brands worldwide.
Across the 12 months ending September 2026, Lo & Sons rose from 11th to 10th among tote bag brands worldwide.
Across the 12 months ending September 2026, Michael Kors rose from 12th to 11th among tote bag brands worldwide.
Across the 12 months ending September 2026, Cuyana fell from 9th to 12th among tote bag brands worldwide.
Across the 12 months ending September 2026, Kate Spade and Dagne Dover held steady: their share of searches among tote bag brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for tote bag brands worldwide in September 2026?

8 changes

In September 2026, Marc Jacobs gained share of searches among tote bag brands worldwide, from 12% to 14.3%.
In September 2026, Goyard gained share of searches among tote bag brands worldwide, from 8.8% to 10.4%.
In September 2026, L.L.Bean gained share of searches among tote bag brands worldwide, from 5.9% to 7%.
In September 2026, Coach lost share of searches among tote bag brands worldwide, from 19.6% to 15.5%.
In September 2026, Baggu lost share of searches among tote bag brands worldwide, from 29.3% to 28.5%.
In September 2026, Kate Spade rose from 9th to 8th among tote bag brands worldwide.
In September 2026, Longchamp rose from 3rd to 2nd among tote bag brands worldwide.
In September 2026, Lululemon fell from 8th to 9th among tote bag brands worldwide.

How are branded searches counted for tote bag brands?

15 search terms

Each brand's share of searches among tote bag brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.