Burberry vs Patagonia:Which is more popular?
In September 2026, Patagonia had more branded searches than Burberry among coats worldwide. Patagonia had about 2.7 million branded searches, while Burberry had 2.2 million. Patagonia made up 15.7% of all coat searches we track, and Burberry accounted for 12.8%. When we asked ChatGPT and Google AI Overviews about coats, Patagonia appeared in three of the five answers and Burberry in two. Patagonia was mentioned before Burberry in three out of five answers.
Who do people search for more?
Patagonia, about 22% more searches than Burberry
Who does AI mention more?
Patagonia, mentioned in 3 of 5 answers, Burberry in 2
Who does AI recommend more?
Patagonia, named ahead of Burberry in 3 of 5 answers
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Top coats in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Patagonia was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Burberry was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Patagonia was listed before Burberry in three out of 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 Patagonia, Burberry. 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 Burberry and Patagonia comparison changed over the last 12 months?
3 findings
- Patagonia was ahead of Burberry in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Burberry’s share of searches among coats worldwide moved from 9.4% to 12.8%, and its estimated monthly branded searches held steady at 2.2M.
- Across the 12 months ending September 2026, Patagonia’s share of searches among coats worldwide moved from 17.2% to 15.7%, and its estimated monthly branded searches moved from 4.1M to 2.7M.
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 Burberry’s and Patagonia’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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