Brandwave

Carter's vs L'ovedbaby:Which is more popular?

In September 2026, Carter's had more branded searches than L'ovedbaby among baby clothing brands worldwide. Carter's had about 8,200 branded searches, while L'ovedbaby had 720. Carter's made up 0.25% of all baby clothing brand searches we track, and L'ovedbaby accounted for 0.02%. When we asked ChatGPT and Google AI Overviews about baby clothing brands, Carter's appeared in all five answers and L'ovedbaby in two. Carter's was mentioned before L'ovedbaby in every answer.

Among baby clothing brands worldwide in September 2026

Who do people search for more?

Carter's, about 11 searches for every 1 for L'ovedbaby

Carter's 8.2K searchesL'ovedbaby 720 searches

Who does AI mention more?

Carter's, mentioned in every answer we collected

Carter's in 5 of 5L'ovedbaby in 2 of 5

Who does AI recommend more?

Carter's, named ahead of L'ovedbaby in every answer

Carter's first in 5L'ovedbaby never first

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Top baby clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carter's appeared in all five answers. L'ovedbaby was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Carter's was listed before L'ovedbaby in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Carter's1st
  2. Hanna Andersson2nd
  3. Primary3rd
  4. L'ovedbaby4th
  5. Cotton On–
  6. Country Road–
  7. Seed Heritage–
  8. Bonds–
  9. Nature Baby–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Carter's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hanna Andersson4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Primary3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L'ovedbaby2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cotton On0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Country Road0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Seed Heritage0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bonds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nature Baby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby clothing 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 20, 2026.

Is Carter's or L'ovedbaby more popular in search?

This chart shows how often people search Google for Carter's and L'ovedbaby by name. Each line represents a brand's share of searches for all ten baby clothing brands we track, month by month, from English-language searches worldwide.

Carter's and L'ovedbaby among baby clothing brands worldwide, by month

Share of searches by month for Carter's, L'ovedbaby. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnCountry RoadHanna AnderssonSeed HeritageBondsPrimaryCarter'sNature BabyL'ovedbaby
Oct 202559%21.7%11.9%5.9%0.72%0.45%0.3%0.06%0.02%
Nov 202566%19.7%8.9%4.3%0.44%0.28%0.32%0.05%0.02%
Dec 202563.3%23.1%7%5%0.51%0.8%0.31%0.04%0.02%
Jan 202663.3%23.3%7%5.1%0.63%0.39%0.24%0.08%0.02%
Feb 202664.3%23.6%5.8%5.1%0.52%0.39%0.2%0.08%0.02%
Mar 202664.4%23.7%5.8%5.1%0.43%0.39%0.19%0.07%0.02%
Apr 202665.1%23.9%4.8%5.1%0.43%0.32%0.16%0.07%0.02%
May 202664.5%23.7%5.8%5.1%0.43%0.31%0.16%0.07%0.02%
Jun 202660.4%27.2%5.4%5.8%0.49%0.43%0.18%0.08%0.02%
Jul 202661%27.5%5.5%4.8%0.49%0.36%0.19%0.1%0.02%
Aug 202667.3%20.2%6%5.3%0.54%0.34%0.17%0.06%0.02%
Sep 202667.2%20.2%6%5.3%0.54%0.4%0.25%0.07%0.02%

How has the Carter's and L'ovedbaby comparison changed over the last 12 months?

3 findings
  • Carter's was ahead of L'ovedbaby in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Carter's’ share of searches among baby clothing brands worldwide moved from 0.3% to 0.25%, and its estimated monthly branded searches moved from 9.4K to 8.2K.
  • Across the 12 months ending September 2026, L'ovedbaby’s share of searches among baby clothing brands worldwide held steady at 0.02%, and its estimated monthly branded searches held steady at 720.

How did search popularity change for baby clothing brands worldwide in September 2026?

1 change

  1. Estimated monthly branded searches for Carter's worldwide fell 12.8% over 12 measured months, from 9.4K to 8.2K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Carter's’ and L'ovedbaby’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.

Carter's

2 branded search terms

  • carters pajamas
  • carters sleepers

L'ovedbaby

1 branded search term

  • lovedbaby

How the Brand Demand Index is measured

Other head-to-heads among baby clothing brands

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