Brandwave

Brora vs Johnstons of Elgin:Which is more popular?

In September 2026, Johnstons of Elgin had more branded searches than Brora among cashmere brands worldwide. Johnstons of Elgin had about 40,500 branded searches, while Brora had 1,900. Johnstons of Elgin made up 22.4% of all cashmere brand searches we track, and Brora accounted for 1%. When we asked ChatGPT and Google AI Overviews about cashmere brands, Johnstons of Elgin appeared in two of the five answers and Brora in none.

Among cashmere brands worldwide in September 2026

Who do people search for more?

Johnstons of Elgin, about 21 searches for every 1 for Brora

Johnstons of Elgin 40.5K searchesBrora 1.9K searches

Who does AI mention more?

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

Johnstons of Elgin in 2 of 5Brora in 0 of 5

Who does AI recommend more?

Johnstons of Elgin, the only one of the two named

Johnstons of Elgin first in 2Brora never named

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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. Brora 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. +4 more
  11. Brora–

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
  • Brora0 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 Brora or Johnstons of Elgin more popular in search?

This chart shows how often people search Google for Brora 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.

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

Share of searches by month for Johnstons of Elgin, Brora. 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 Brora and Johnstons of Elgin comparison changed over the last 12 months?

3 findings
  • Johnstons of Elgin was ahead of Brora in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Brora’s share of searches among cashmere brands worldwide moved from 0.68% to 1%, and its estimated monthly branded searches moved from 1.6K to 1.9K.
  • 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. Estimated monthly branded searches for Brora worldwide rose 18.8% over 12 measured months, from 1.6K to 1.9K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Brora’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.

Brora

1 branded search term

  • brora 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

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