Brooks Brothers vs Lacoste:Which is more popular?
In September 2026, Lacoste had more branded searches than Brooks Brothers among polo shirt brands worldwide. Lacoste had about 60,500 branded searches, while Brooks Brothers had 9,900. Lacoste made up 15.4% of all polo shirt brand searches we track, and Brooks Brothers accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about polo shirt brands, Lacoste appeared in three of the five answers and Brooks Brothers in one. Lacoste was mentioned before Brooks Brothers in every answer that named either.
Who do people search for more?
Lacoste, about 6 searches for every 1 for Brooks Brothers
Who does AI mention more?
Lacoste, mentioned in 3 of 5 answers, Brooks Brothers in 1
Who does AI recommend more?
Lacoste, named ahead of Brooks Brothers in 3 of 3 answers
Follow Brooks Brothers vs Lacoste 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
Top polo shirt brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lacoste was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Brooks Brothers was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Lacoste was listed before Brooks Brothers in every answer that named either.
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.
Ralph Lauren4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Lacoste3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Uniqlo3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
J.Crew3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Peter Millar2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Fred Perry1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Sunspel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Brooks Brothers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hugo Boss0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tommy Hilfiger0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about polo shirt brands
5 answers
Asked ChatGPT
“Which polo shirt brand should I buy?”
Asked ChatGPT
“What are the best polo shirt brands?”
Asked ChatGPT
“What's the best polo shirt brand for men?”
Searched Google, AI Overview
“polo shirts”
Searched Google, AI Overview
“mens polo shirts”
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 Brooks Brothers or Lacoste more popular in search?
This chart shows how often people search Google for Brooks Brothers and Lacoste by name. Each line represents a brand's share of searches for all 12 polo shirt brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Lacoste, Brooks Brothers. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ralph Lauren | Fred Perry | Lacoste | Peter Millar | Hugo Boss | Tommy Hilfiger | Sunspel | Brooks Brothers | Uniqlo | Psycho Bunny | Original Penguin | J.Crew |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.2% | 22.9% | 15.8% | 2.6% | 7.3% | 4.7% | 1.2% | 2.1% | 2.6% | 3.2% | 2.1% | 0.32% |
| Nov 2025 | 37.7% | 20% | 16.9% | 2.3% | 7.8% | 5.1% | 1% | 1.5% | 2.3% | 3.4% | 1.8% | 0.28% |
| Dec 2025 | 39.7% | 21.1% | 14.6% | 2.4% | 8.3% | 4.4% | 0.87% | 1.3% | 1.9% | 2.9% | 2.4% | 0.24% |
| Jan 2026 | 31.9% | 23.9% | 17.5% | 2.3% | 7.1% | 5.2% | 1.3% | 1.9% | 2.9% | 2.9% | 2.9% | 0.31% |
| Feb 2026 | 42% | 19.5% | 15.4% | 2.1% | 6.3% | 4.6% | 1.4% | 1.7% | 2.5% | 2.5% | 1.7% | 0.31% |
| Mar 2026 | 40.4% | 20.2% | 14.8% | 2.4% | 6.9% | 4.4% | 2% | 2% | 2.4% | 2.4% | 1.6% | 0.47% |
| Apr 2026 | 40.6% | 18.9% | 14.9% | 5.5% | 5.7% | 3.7% | 3% | 1.6% | 2.4% | 2% | 1.3% | 0.38% |
| May 2026 | 40.6% | 17.7% | 15% | 5.5% | 5% | 3.7% | 4.5% | 1.6% | 2.4% | 2% | 1.6% | 0.4% |
| Jun 2026 | 41.1% | 15.6% | 15.1% | 6.8% | 5% | 3.7% | 3.7% | 2% | 2.5% | 1.7% | 2.5% | 0.4% |
| Jul 2026 | 36.9% | 17.2% | 16.6% | 6.1% | 5.6% | 4.1% | 5% | 1.8% | 2.2% | 1.8% | 2.2% | 0.44% |
| Aug 2026 | 28.1% | 18.2% | 15.4% | 12.6% | 6.3% | 4.6% | 5.6% | 2.1% | 2.5% | 2.1% | 2.1% | 0.5% |
| Sep 2026 | 28% | 17.2% | 15.4% | 15.4% | 6.3% | 4.6% | 3.8% | 2.5% | 2.5% | 2.1% | 1.7% | 0.48% |
Lacoste sells other things too, so only its searches that name this product count here, like “lacoste polo”.
How has the Brooks Brothers and Lacoste comparison changed over the last 12 months?
3 findings
- Lacoste was ahead of Brooks Brothers in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Brooks Brothers’ share of searches among polo shirt brands worldwide moved from 2.1% to 2.5%, and its estimated monthly branded searches moved from 6.6K to 9.9K.
- Across the 12 months ending September 2026, Lacoste’s share of searches among polo shirt brands worldwide moved from 15.8% to 15.4%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
How did search popularity change for polo shirt brands worldwide in September 2026?
2 changes
In September 2026, Brooks Brothers rose from 9th to 8th among polo shirt brands worldwide.
Estimated monthly branded searches for Lacoste worldwide rose 22.2% over 12 measured months, from 49.5K to 60.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Brooks Brothers’ and Lacoste’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.
Brooks Brothers
1 branded search term
- brooks brothers polo
Lacoste
1 branded search term
- lacoste polo
Other head-to-heads among polo shirt brands
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.