Fjällräven vs Herschel:Which is more popular?
In September 2026, Fjällräven had more branded searches than Herschel among school bags worldwide. Fjällräven had about 673,000 branded searches, while Herschel had 192,000. Fjällräven made up 2% of all school bag searches we track, and Herschel accounted for 0.58%. When we asked ChatGPT and Google AI Overviews about school bags, Herschel appeared in all five answers and Fjällräven in three. Herschel was mentioned before Fjällräven in four out of five answers.
Who do people search for more?
Fjällräven, about 4 searches for every 1 for Herschel
Who does AI mention more?
Herschel, mentioned in every answer we collected
Who does AI recommend more?
Herschel, named ahead of Fjällräven in 4 of 5 answers
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Top school bags in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Herschel appeared in all five answers. Fjällräven was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Herschel was listed before Fjällräven in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
JanSport1st
The North Face2nd- Herschel3rd
Nike4th- Fjällräven5th
Under Armour6th
Smiggle–
Eastpak–
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
- JanSport5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Herschel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Nike3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fjällräven3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Under Armour1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Smiggle0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Eastpak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about school bags
5 answers
Asked ChatGPT
“Which school bag brand should I buy?”
Asked ChatGPT
“What are the best school bag brands?”
Asked ChatGPT
“What's the best school bag brand for everyday school use?”
Searched Google, AI Overview
“school backpack”
Searched Google, AI Overview
“school bag brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Fjällräven or Herschel more popular in search?
This chart shows how often people search Google for Fjällräven and Herschel by name. Each line represents a brand's share of searches for all eight school bags we track, month by month, from English-language searches worldwide.
Share of searches by month for Fjällräven, Herschel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nike | The North Face | Under Armour | Fjällräven | Smiggle | JanSport | Herschel | Eastpak |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 67.3% | 18.1% | 11% | 1.8% | 0.81% | 0.45% | 0.44% | 0.05% |
| Nov 2025 | 66.7% | 20.6% | 9.3% | 1.9% | 0.83% | 0.31% | 0.37% | 0.03% |
| Dec 2025 | 66.3% | 19.6% | 10.8% | 1.8% | 0.79% | 0.36% | 0.43% | 0.04% |
| Jan 2026 | 69% | 17.6% | 9.7% | 1.6% | 1.1% | 0.58% | 0.45% | 0.04% |
| Feb 2026 | 71.8% | 14.7% | 9.9% | 1.6% | 0.73% | 0.73% | 0.46% | 0.04% |
| Mar 2026 | 76.9% | 9.6% | 10.5% | 1.4% | 0.63% | 0.51% | 0.41% | 0.05% |
| Apr 2026 | 77.6% | 8.6% | 10.6% | 1.4% | 0.78% | 0.52% | 0.5% | 0.05% |
| May 2026 | 75.7% | 10.2% | 10.3% | 1.7% | 0.93% | 0.62% | 0.5% | 0.06% |
| Jun 2026 | 76.9% | 8.6% | 10.6% | 1.4% | 1.2% | 0.78% | 0.53% | 0.06% |
| Jul 2026 | 74.5% | 10.1% | 10.1% | 1.7% | 1.4% | 1.7% | 0.6% | 0.08% |
| Aug 2026 | 73.2% | 10.7% | 9.8% | 2% | 1.3% | 2% | 0.84% | 0.15% |
| Sep 2026 | 73.4% | 12.3% | 10.1% | 2% | 0.91% | 0.61% | 0.58% | 0.08% |
How has the Fjällräven and Herschel comparison changed over the last 12 months?
3 findings
- Fjällräven was ahead of Herschel in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fjällräven’s share of searches among school bags worldwide moved from 1.8% to 2%, and its estimated monthly branded searches held steady at 673K.
- Across the 12 months ending September 2026, Herschel’s share of searches among school bags worldwide moved from 0.44% to 0.58%, and its estimated monthly branded searches moved from 162K to 192K.
How did search popularity change for school bags worldwide in September 2026?
2 changes
Fjällräven’s share of searches among school bags worldwide has gained ground for 3 months in a row, from 1.4% to 2% in September 2026.
Estimated monthly branded searches for Herschel worldwide rose 18.5% over 12 measured months, from 162K to 192K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Fjällräven’s and Herschel’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.
Fjällräven
1 branded search term
- fjallraven
Herschel
2 branded search terms
- herschel
- herschel bag
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