Brandwave

Calvin Klein vs COS:Which is more popular?

In September 2026, Calvin Klein had more branded searches than COS among premium fashion brands worldwide. Calvin Klein had about 3.4 million branded searches, while COS had 171,000. Calvin Klein made up 17.4% of all premium fashion brand searches we track, and COS accounted for 0.89%. When we asked ChatGPT and Google AI Overviews about premium fashion brands, COS appeared in two of the five answers and Calvin Klein in none.

Among premium fashion brands worldwide in September 2026

Who do people search for more?

Calvin Klein, about 20 searches for every 1 for COS

Calvin Klein 3.4M searchesCOS 171K searches

Who does AI mention more?

COS, mentioned in 2 of 5 answers, Calvin Klein in 0

COS in 2 of 5Calvin Klein in 0 of 5

Who does AI recommend more?

COS, the only one of the two named

COS first in 2Calvin Klein never named

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Top premium fashion brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, COS was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Calvin Klein 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. Ralph Lauren1st
  2. COS2nd
  3. Bottega Veneta3rd
  4. Brunello Cucinelli3rd
  5. Calvin Klein–
  6. Tommy Hilfiger–
  7. Guess–
  8. Lacoste–
  9. Hugo Boss–

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
  • Bottega Veneta2 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
  • COS2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Calvin Klein0 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
  • Guess0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lacoste0 of 5Named in 0 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

See every answer about premium fashion 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 19, 2026.

Is Calvin Klein or COS more popular in search?

This chart shows how often people search Google for Calvin Klein and COS by name. Each line represents a brand's share of searches for all nine premium fashion brands we track, month by month, from English-language searches worldwide.

Calvin Klein and COS among premium fashion brands worldwide, by month

Share of searches by month for Calvin Klein, COS. The figures are in the table below the chart.

View monthly share of searches table
MonthRalph LaurenCalvin KleinTommy HilfigerGuessLacosteBottega VenetaHugo BossBrunello CucinelliCOS
Oct 202523.5%15.8%19.2%10.5%15.8%4.7%7.1%2.6%0.87%
Nov 202521.7%17.7%21.7%11.9%14.5%3.5%6.5%1.9%0.65%
Dec 202522.9%15.3%18.7%12.6%15.3%4.6%6.9%3.1%0.57%
Jan 202622.3%14.9%18.2%14.9%14.9%4.5%6.7%3%0.67%
Feb 202618.1%22.2%18.1%12.1%14.8%5.4%5.4%3%0.76%
Mar 202616%23.9%16%13.1%16%5.8%5.8%2.6%0.72%
Apr 202618.7%18.7%18.7%12.5%15.3%6.8%5.6%3.1%0.78%
May 202616.7%20.4%16.7%13.7%16.7%6.1%6.1%2.7%0.85%
Jun 202618%18%18%12.1%18%5.4%6.6%3%0.81%
Jul 202617.1%17.1%20.9%14%17.1%5.1%5.1%2.8%0.72%
Aug 202620.6%16.9%16.9%13.8%16.9%6.2%5%2.8%0.81%
Sep 202621.3%17.4%17.4%14.3%14.3%6.4%5.2%2.9%0.89%

How has the Calvin Klein and COS comparison changed over the last 12 months?

3 findings
  • Calvin Klein was ahead of COS in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Calvin Klein’s share of searches among premium fashion brands worldwide moved from 15.8% to 17.4%, and its estimated monthly branded searches held steady at 3.4M.
  • Across the 12 months ending September 2026, COS’s share of searches among premium fashion brands worldwide moved from 0.87% to 0.89%, and its estimated monthly branded searches moved from 184K to 171K.

How did search popularity change for premium fashion brands worldwide in September 2026?

1 change

  1. In September 2026, Calvin Klein gained share of searches among premium fashion brands worldwide, from 16.9% to 17.4%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Calvin Klein’s and COS’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.

Calvin Klein

1 branded search term

  • calvin klein

COS

2 branded search terms

  • cos clothing
  • cos stores

How the Brand Demand Index is measured

Other head-to-heads among premium fashion brands

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