Barbour vs Max Mara:Which is more popular?
In September 2026, Barbour had more branded searches than Max Mara among coats worldwide. Barbour had about 1.2 million branded searches, while Max Mara had 673,000. Barbour made up 7% of all coat searches we track, and Max Mara accounted for 3.8%. When we asked ChatGPT and Google AI Overviews about coats, Max Mara appeared in two of the five answers and Barbour in none.
Who do people search for more?
Barbour, about 81% more searches than Max Mara
Who does AI mention more?
Max Mara, mentioned in 2 of 5 answers, Barbour in 0
Who does AI recommend more?
Max Mara, the only one of the two named
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Top coats in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Max Mara was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Barbour 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
The North Face5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Canada Goose4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Quince4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Patagonia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Aritzia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Burberry2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Max Mara2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Mackage1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Barbour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Moncler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about coats
5 answers
Asked ChatGPT
“Which coat brand should I buy?”
Asked ChatGPT
“What are the best coat brands?”
Asked ChatGPT
“What's the best coat brand for cold winter weather?”
Searched Google, AI Overview
“coat brands”
Searched Google, AI Overview
“winter coat brand”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Share of searches by month for Barbour, Max Mara. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aritzia | The North Face | Patagonia | Burberry | Barbour | Canada Goose | Moncler | Max Mara | Quince | Mackage | Woolrich |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 17.2% | 28.2% | 17.2% | 9.4% | 7.7% | 7.7% | 7.7% | 3.5% | 1.1% | 0.25% | 0.08% |
| Nov 2025 | 21.2% | 31.6% | 14.2% | 7.8% | 5.2% | 9.5% | 6.4% | 2.8% | 0.97% | 0.31% | 0.08% |
| Dec 2025 | 17.2% | 31.2% | 14% | 9.4% | 6.3% | 9.4% | 7.7% | 2.8% | 1.4% | 0.46% | 0.08% |
| Jan 2026 | 16.8% | 30.5% | 16.8% | 9.2% | 5% | 9.2% | 7.5% | 3.4% | 1.3% | 0.3% | 0.07% |
| Feb 2026 | 16.1% | 29.2% | 19.7% | 10.7% | 4.8% | 7.2% | 7.2% | 3.2% | 1.6% | 0.24% | 0.06% |
| Mar 2026 | 21% | 23.5% | 21% | 11.5% | 6.3% | 5.2% | 5.2% | 4.2% | 2% | 0.09% | 0.04% |
| Apr 2026 | 24.7% | 20.1% | 20.2% | 13.5% | 6.1% | 4.1% | 5% | 4.1% | 2.3% | 0.06% | 0.03% |
| May 2026 | 23.8% | 23.6% | 19.4% | 13% | 4.8% | 3.9% | 4.8% | 3.9% | 2.7% | 0.05% | 0.03% |
| Jun 2026 | 26.5% | 21.5% | 21.7% | 11.9% | 3.6% | 3.6% | 4.4% | 4.4% | 2.5% | 0.06% | 0.03% |
| Jul 2026 | 25.3% | 25.1% | 20.7% | 11.3% | 3.4% | 3.4% | 4.1% | 4.1% | 2.4% | 0.11% | 0.03% |
| Aug 2026 | 22.3% | 24.4% | 18.2% | 12.2% | 5.5% | 5.5% | 5.5% | 3.7% | 2.6% | 0.18% | 0.04% |
| Sep 2026 | 23.4% | 23.3% | 15.7% | 12.8% | 7% | 5.7% | 5.7% | 3.8% | 2.2% | 0.28% | 0.07% |
How has the Barbour and Max Mara comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Max Mara took it in June 2026, Barbour took it in August 2026.
- Across the 12 months ending September 2026, Barbour’s share of searches among coats worldwide moved from 7.7% to 7%, and its estimated monthly branded searches moved from 1.8M to 1.2M.
- Across the 12 months ending September 2026, Max Mara’s share of searches among coats worldwide moved from 3.5% to 3.8%, and its estimated monthly branded searches moved from 823K to 673K.
How did search popularity change for coats worldwide in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Barbour’s and Max Mara’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.
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