Brandwave

Coach vs Longchamp:Which is more popular?

In September 2026, Longchamp had more branded searches than Coach among tote bag brands worldwide. Longchamp had about 239,000 branded searches, while Coach had 201,000. Longchamp made up 18.5% of all tote bag brand searches we track, and Coach accounted for 15.5%. When we asked ChatGPT and Google AI Overviews about tote bag brands, Longchamp appeared in two of the five answers and Coach in none.

Among tote bag brands worldwide in September 2026

Who do people search for more?

Longchamp, about 19% more searches than Coach

Longchamp 239K searchesCoach 201K searches

Who does AI mention more?

Longchamp, mentioned in 2 of 5 answers, Coach in 0

Longchamp in 2 of 5Coach in 0 of 5

Who does AI recommend more?

Longchamp, the only one of the two named

Longchamp first in 2Coach never named

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Top tote bag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Longchamp was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Coach 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. L.L.Bean1st
  2. Longchamp2nd
  3. Baggu3rd
  4. Marc Jacobs4th
  5. Cuyana5th
  6. Kate Spade6th
  7. Tory Burch7th
  8. Dagne Dover8th
  9. Goyard9th
  10. Coach–
  11. +3 more

Mentioned by AI

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

  • 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

+3 more

See every answer about tote bag 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 Coach or Longchamp more popular in search?

This chart shows how often people search Google for Coach and Longchamp 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.

Coach and Longchamp among tote bag brands worldwide, by month

Share of searches by month for Longchamp, Coach. The figures are in the table below the chart.

View monthly share of searches table
MonthBagguLongchampCoachMarc JacobsGoyardL.L.BeanTory BurchKate SpadeLululemonLo & SonsMichael KorsCuyanaDagne Dover
Oct 202523.4%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 202527.7%18%12.4%19.7%10.2%5.6%1.4%1.4%1.1%1.1%0.75%0.5%0.27%
Dec 202523.4%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 202628.2%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 202632.2%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 202633.4%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 202629.5%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 202631.4%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 202628.9%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 202627.3%15.5%18.2%13.7%10%10%1.3%0.9%1.1%0.73%0.6%0.49%0.18%
Aug 202629.3%18.9%19.6%12%8.8%5.9%1.4%0.96%1.2%0.64%0.64%0.53%0.19%
Sep 202628.5%18.5%15.5%14.3%10.4%7%1.4%1.1%1.1%0.77%0.63%0.51%0.19%

Longchamp sells other things too, so only its searches that name this product count here, like “longchamp tote”.

How has the Coach and Longchamp comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Coach took it in March 2026, Longchamp took it in April 2026, Coach took it in July 2026, Longchamp took it in September 2026.
  • Across the 12 months ending September 2026, Coach’s share of searches among tote bag brands worldwide moved from 15.6% to 15.5%, and its estimated monthly branded searches held steady at 201K.
  • Across the 12 months ending September 2026, Longchamp’s share of searches among tote bag brands worldwide moved from 16.3% to 18.5%, and its estimated monthly branded searches moved from 209K to 239K.

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

2 changes

  1. In September 2026, Coach lost share of searches among tote bag brands worldwide, from 19.6% to 15.5%.

  2. In September 2026, Longchamp rose from 3rd to 2nd among tote bag brands worldwide.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Coach’s and Longchamp’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.

Coach

1 branded search term

  • coach tote bag

Longchamp

2 branded search terms

  • longchamp le pliage
  • longchamp tote

How the Brand Demand Index is measured

Other head-to-heads among tote bag brands

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