---
title: "Brunello Cucinelli vs Johnstons of Elgin: Which is searched more?"
description: "Is Brunello Cucinelli or Johnstons of Elgin more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cashmere brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/compare/brunello-cucinelli-vs-johnstons-of-elgin"
publisher: "Brandwave"
---

# Brunello Cucinelli vs Johnstons of Elgin: Which is searched more?

Is Brunello Cucinelli or Johnstons of Elgin more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cashmere brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Compared**: Brunello Cucinelli and Johnstons of Elgin
- **Competitive set**: Cashmere brands
- **Market**: Global
- **Month measured**: Sep 2026
- **Brunello Cucinelli Share of Search**: 1.9%
- **Johnstons of Elgin Share of Search**: 22.4%

## Is Brunello Cucinelli or Johnstons of Elgin more popular in search?

- In September 2026, Johnstons of Elgin had more branded searches than Brunello Cucinelli among cashmere brands worldwide. Johnstons of Elgin had about 40,500 branded searches, while Brunello Cucinelli had 3,500. Johnstons of Elgin made up 22.4% of all cashmere brand searches we track, and Brunello Cucinelli accounted for 1.9%.
- Johnstons of Elgin was ahead of Brunello Cucinelli in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Brunello Cucinelli’s share of searches among cashmere brands worldwide moved from 2.1% to 1.9%, and its estimated monthly branded searches moved from 4.8K to 3.5K.
- 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.

## Top cashmere brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Brunello Cucinelli was mentioned in two out of five: in one of the three ChatGPT answers and in one of the 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. Johnstons of Elgin was listed before Brunello Cucinelli in two out of three answers that named either.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Quince | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Loro Piana | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Naadam | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Johnstons of Elgin | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Jenni Kayne | 5th | 2 of 3 | 2 of 2 | 4 of 5 |
| Brunello Cucinelli | 6th | 1 of 3 | 1 of 2 | 2 of 5 |
| White + Warren | 7th | 1 of 3 | 2 of 2 | 3 of 5 |
| J.Crew | 8th | 1 of 3 | 2 of 2 | 3 of 5 |
| N.Peal | 9th | 1 of 3 | 1 of 2 | 2 of 5 |
| Pringle of Scotland | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Jumper 1234 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Chinti & Parker | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Allude | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Brora | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about cashmere brands

- Asked ChatGPT "Which cashmere brand should I buy?": 1. Quince, 2. Naadam, 3. White + Warren, 4. Jenni Kayne, 5. Loro Piana
- Asked ChatGPT "What are the best cashmere brands?": 1. Loro Piana, 2. Johnstons of Elgin, 3. Brunello Cucinelli, 4. Naadam, 5. Quince, 6. N.Peal, 7. J.Crew, 8. Jenni Kayne
- Asked ChatGPT "What's the best cashmere brand for a sweater that lasts?": 1. Johnstons of Elgin, 2. Loro Piana, 3. Quince, 4. Naadam
- Searched Google, AI Overview "cashmere sweater": 1. Quince, 2. Naadam, 3. J.Crew, 4. Jenni Kayne, 5. White + Warren, 6. N.Peal
- Searched Google, AI Overview "cashmere brands": 1. Loro Piana, 2. Brunello Cucinelli, 3. Jenni Kayne, 4. White + Warren, 5. Quince, 6. Naadam, 7. J.Crew

Not named in any answer: Pringle of Scotland, Jumper 1234, Chinti & Parker, Allude and Brora.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026.

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

- In September 2026, Jumper 1234 overtook White + Warren and 5 others to rank 6th among cashmere brands worldwide, with 5.5% of the searches.
- In September 2026, Johnstons of Elgin lost share of searches among cashmere brands worldwide, from 24.5% to 22.4%.
- Estimated monthly branded searches for Brunello Cucinelli worldwide fell 27.1% over 12 measured months, from 4.8K to 3.5K in September 2026.

## Month by month

| Month | Brunello Cucinelli estimated searches | Brunello Cucinelli Share of Search | Brunello Cucinelli rank | Johnstons of Elgin estimated searches | Johnstons of Elgin Share of Search | Johnstons of Elgin rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 4.8K | 2.1% | 12 | 40.5K | 17.3% | 1 |
| Nov 2025 | 6.5K | 1.9% | 11 | 60.5K | 18.1% | 2 |
| Dec 2025 | 10.2K | 2.9% | 9 | 74K | 21.4% | 1 |
| Jan 2026 | 7.3K | 3% | 9 | 60.5K | 24.5% | 1 |
| Feb 2026 | 4.8K | 3% | 10 | 33.1K | 20.6% | 1 |
| Mar 2026 | 4.3K | 2.6% | 10 | 27.1K | 16.4% | 2 |
| Apr 2026 | 2.9K | 2.2% | 10 | 27.1K | 20.7% | 2 |
| May 2026 | 3.2K | 2.6% | 10 | 27.1K | 22.2% | 1 |
| Jun 2026 | 2.3K | 2.1% | 10 | 27.1K | 24.5% | 1 |
| Jul 2026 | 2.6K | 2.2% | 10 | 27.1K | 22.4% | 1 |
| Aug 2026 | 3.2K | 2.4% | 11 | 33.1K | 24.5% | 1 |
| Sep 2026 | 3.5K | 1.9% | 13 | 40.5K | 22.4% | 1 |

## How each brand is measured

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

- **Brunello Cucinelli**: Measured on the search terms “brunello cucinelli cashmere” and “brunello cucinelli sweater”, summed into one figure.
- **Johnstons of Elgin**: Measured on the search term “johnstons of elgin”.

- [Brunello Cucinelli profile](/demand/global-en/brands/brunello-cucinelli)
- [Johnstons of Elgin profile](/demand/global-en/brands/johnstons-of-elgin)
- [All cashmere brands worldwide](/demand/global-en/categories/cashmere-brands): The set both shares are measured inside, 14 brands.

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Is Brunello Cucinelli or Johnstons of Elgin more popular in search?

In September 2026, Johnstons of Elgin had more branded searches than Brunello Cucinelli among cashmere brands worldwide. Johnstons of Elgin had about 40,500 branded searches, while Brunello Cucinelli had 3,500. Johnstons of Elgin made up 22.4% of all cashmere brand searches we track, and Brunello Cucinelli accounted for 1.9%.

## Cite this page

Brandwave. "Brunello Cucinelli vs Johnstons of Elgin: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/brunello-cucinelli-vs-johnstons-of-elgin

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/brunello-cucinelli-vs-johnstons-of-elgin. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.