Fjällräven vs Smiggle:Which is more popular?
In September 2026, Fjällräven had more branded searches than Smiggle among school bags worldwide. Fjällräven had about 673,000 branded searches, while Smiggle had 301,000. Fjällräven made up 2% of all school bag searches we track, and Smiggle accounted for 0.91%. When we asked ChatGPT and Google AI Overviews about school bags, Fjällräven appeared in three of the five answers and Smiggle in none.
Who do people search for more?
Fjällräven, about 2 searches for every 1 for Smiggle
Who does AI mention more?
Fjällräven, mentioned in 3 of 5 answers, Smiggle in 0
Who does AI recommend more?
Fjällräven, the only one of the two named
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Top school bags in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fjällräven was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Smiggle 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.
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 Smiggle more popular in search?
This chart shows how often people search Google for Fjällräven and Smiggle 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, Smiggle. 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 Smiggle comparison changed over the last 12 months?
3 findings
- Fjällräven was ahead of Smiggle 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, Smiggle’s share of searches among school bags worldwide moved from 0.81% to 0.91%, and its estimated monthly branded searches held steady at 301K.
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.
In September 2026, Smiggle rose from 6th to 5th among school bags worldwide.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Fjällräven’s and Smiggle’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
Smiggle
1 branded search term
- smiggle
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