Brandwave

Allude vs Johnstons of Elgin:Which is more popular?

In September 2026, Johnstons of Elgin had more branded searches than Allude among cashmere brands worldwide. Johnstons of Elgin had about 40,500 branded searches, while Allude had 3,600. Johnstons of Elgin made up 22.4% of all cashmere brand searches we track, and Allude accounted for 2%. When we asked ChatGPT and Google AI Overviews about cashmere brands, Johnstons of Elgin appeared in two of the five answers and Allude in none.

Among cashmere brands worldwide in September 2026

Who do people search for more?

Johnstons of Elgin, about 11 searches for every 1 for Allude

Johnstons of Elgin 40.5K searchesAllude 3.6K searches

Who does AI mention more?

Johnstons of Elgin, mentioned in 2 of 5 answers, Allude in 0

Johnstons of Elgin in 2 of 5Allude in 0 of 5

Who does AI recommend more?

Johnstons of Elgin, the only one of the two named

Johnstons of Elgin first in 2Allude never named

Follow Allude vs Johnstons of Elgin and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top cashmere brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Johnstons of Elgin was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Allude 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. Quince1st
  2. Loro Piana2nd
  3. Naadam3rd
  4. Johnstons of Elgin4th
  5. Jenni Kayne5th
  6. Brunello Cucinelli6th
  7. White + Warren7th
  8. J.Crew8th
  9. N.Peal9th
  10. +3 more
  11. Allude–
  12. +1 more

Mentioned by AI

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

  • Naadam5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jenni Kayne4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Loro Piana4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • White + Warren3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • J.Crew3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Johnstons of Elgin2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • N.Peal2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brunello Cucinelli2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Allude0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about cashmere 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 Allude or Johnstons of Elgin more popular in search?

This chart shows how often people search Google for Allude and Johnstons of Elgin by name. Each line represents a brand's share of searches for all 14 cashmere brands we track, month by month, from English-language searches worldwide.

Allude and Johnstons of Elgin among cashmere brands worldwide, by month

Share of searches by month for Johnstons of Elgin, Allude. The figures are in the table below the chart.

View monthly share of searches table
MonthJohnstons of ElginN.PealNaadamPringle of ScotlandQuinceJumper 1234White + WarrenJ.CrewChinti & ParkerJenni KayneLoro PianaAlludeBrunello CucinelliBrora
Oct 202517.3%17.3%17.3%9.5%6.3%2.3%6.3%8.6%5.2%2.8%2.3%1.9%2.1%0.68%
Nov 202518.1%14.8%22.1%8.1%8.1%1.6%5.4%7.2%5.4%3%2.4%1.3%1.9%0.57%
Dec 202521.4%17.5%17.5%7.8%9.6%1.3%4.3%7%4.3%2.3%2.3%1%2.9%0.69%
Jan 202624.5%16.4%16.4%9%6%1.8%4.9%5.9%4.9%2.2%2.7%1.5%3%0.97%
Feb 202620.6%16.9%13.8%9.2%6.2%2.2%5%7.3%5%5%2.7%1.8%3%1%
Mar 202616.4%36.7%11%9%4.9%1.8%4%3.6%3.3%1.8%2.7%1.5%2.6%0.79%
Apr 202620.7%25.3%13.8%11.3%4.1%1.8%5%4.1%4.1%2.2%2.8%1.5%2.2%0.99%
May 202622.2%22.2%14.9%12.2%4.4%1.3%4.4%3.5%4.4%2.4%3%1.3%2.6%1.1%
Jun 202624.5%24.5%13.4%13.4%4%1.2%4%3.2%4%1.7%2.2%1.2%2.1%0.9%
Jul 202622.4%15%22.4%12.2%3.6%1.1%4.5%3.6%4.5%2%4.5%1.3%2.2%0.83%
Aug 202624.5%20.1%13.4%11%4.9%2.1%4.9%4.3%4%2.7%2.7%1.8%2.4%1.4%
Sep 202622.4%18.3%12.3%10%6.7%5.5%5.5%5.4%3.6%3%2.4%2%1.9%1%

How has the Allude and Johnstons of Elgin comparison changed over the last 12 months?

3 findings
  • Johnstons of Elgin was ahead of Allude in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Allude’s share of searches among cashmere brands worldwide moved from 1.9% to 2%, and its estimated monthly branded searches moved from 4.4K to 3.6K.
  • Across the 12 months ending September 2026, Johnstons of Elgin’s share of searches among cashmere brands worldwide moved from 17.3% to 22.4%, and its estimated monthly branded searches held steady at 40.5K.

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

2 changes

  1. In September 2026, Johnstons of Elgin lost share of searches among cashmere brands worldwide, from 24.5% to 22.4%.

  2. Allude’s share of searches among cashmere brands worldwide has gained ground for 3 months in a row, from 1.2% to 2% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Allude’s and Johnstons of Elgin’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.

Allude

1 branded search term

  • allude cashmere

Johnstons of Elgin

1 branded search term

  • johnstons of elgin

How the Brand Demand Index is measured

Other head-to-heads among cashmere brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free