--- title: "COS vs Tommy Hilfiger: Which is searched more?" description: "Is COS or Tommy Hilfiger more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Premium fashion 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/cos-vs-tommy-hilfiger" publisher: "Brandwave" --- # COS vs Tommy Hilfiger: Which is searched more? Is COS or Tommy Hilfiger more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Premium fashion 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**: COS and Tommy Hilfiger - **Competitive set**: Premium fashion brands - **Market**: Global - **Month measured**: Sep 2026 - **COS Share of Search**: 0.89% - **Tommy Hilfiger Share of Search**: 17.4% ## Is COS or Tommy Hilfiger more popular in search? - In September 2026, Tommy Hilfiger had more branded searches than COS among premium fashion brands worldwide. Tommy Hilfiger had about 3.4 million branded searches, while COS had 171,000. Tommy Hilfiger made up 17.4% of all premium fashion brand searches we track, and COS accounted for 0.89%. - Tommy Hilfiger was ahead of COS in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, Tommy Hilfiger’s share of searches among premium fashion brands worldwide moved from 19.2% to 17.4%, and its estimated monthly branded searches moved from 4.1M to 3.4M. ## 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. Tommy Hilfiger did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | Ralph Lauren | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | COS | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Bottega Veneta | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Brunello Cucinelli | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Calvin Klein | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tommy Hilfiger | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Guess | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Lacoste | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hugo Boss | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about premium fashion brands - Asked ChatGPT "Which premium fashion brand should I shop at?": 1. Ralph Lauren, 2. COS - Asked ChatGPT "What are the best premium fashion brands?": 1. Brunello Cucinelli, 2. Bottega Veneta, 3. Ralph Lauren - Asked ChatGPT "What's the best premium fashion brand for a better wardrobe?": 1. COS, 2. Ralph Lauren - Searched Google, AI Overview "premium fashion brands": 1. Ralph Lauren, 2. Bottega Veneta, 3. Brunello Cucinelli - Searched Google, AI Overview "best fashion brands": named none of the brands we track Not named in any answer: Calvin Klein, Tommy Hilfiger, Guess, Lacoste and Hugo Boss. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for premium fashion brands worldwide in September 2026? - In September 2026, Tommy Hilfiger overtook Lacoste to rank 3rd among premium fashion brands worldwide, with 17.4% of the searches. ## Month by month | Month | COS estimated searches | COS Share of Search | COS rank | Tommy Hilfiger estimated searches | Tommy Hilfiger Share of Search | Tommy Hilfiger rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 184K | 0.87% | 9 | 4.1M | 19.2% | 2 | | Nov 2025 | 184K | 0.65% | 9 | 6.1M | 21.7% | 2 | | Dec 2025 | 151K | 0.57% | 9 | 5M | 18.7% | 2 | | Jan 2026 | 151K | 0.67% | 9 | 4.1M | 18.2% | 2 | | Feb 2026 | 140K | 0.76% | 9 | 3.4M | 18.1% | 3 | | Mar 2026 | 151K | 0.72% | 9 | 3.4M | 16% | 4 | | Apr 2026 | 140K | 0.78% | 9 | 3.4M | 18.7% | 3 | | May 2026 | 171K | 0.85% | 9 | 3.4M | 16.7% | 4 | | Jun 2026 | 151K | 0.81% | 9 | 3.4M | 18% | 4 | | Jul 2026 | 140K | 0.72% | 9 | 4.1M | 20.9% | 1 | | Aug 2026 | 160K | 0.81% | 9 | 3.4M | 16.9% | 4 | | Sep 2026 | 171K | 0.89% | 9 | 3.4M | 17.4% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using COS’s and Tommy Hilfiger’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. - **COS**: Measured on the search terms “cos clothing” and “cos stores”, summed into one figure. - **Tommy Hilfiger**: Measured on the search term “tommy hilfiger”. - [COS profile](/demand/global-en/brands/cos) - [Tommy Hilfiger profile](/demand/global-en/brands/tommy-hilfiger) - [All premium fashion brands worldwide](/demand/global-en/categories/premium-fashion-brands): The set both shares are measured inside, 9 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 COS or Tommy Hilfiger more popular in search? In September 2026, Tommy Hilfiger had more branded searches than COS among premium fashion brands worldwide. Tommy Hilfiger had about 3.4 million branded searches, while COS had 171,000. Tommy Hilfiger made up 17.4% of all premium fashion brand searches we track, and COS accounted for 0.89%. ## Cite this page Brandwave. "COS vs Tommy Hilfiger: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/cos-vs-tommy-hilfiger This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/cos-vs-tommy-hilfiger. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.