--- title: "Fred Perry vs Hugo Boss: Which is searched more?" description: "Is Fred Perry or Hugo Boss more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Polo shirt 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/fred-perry-vs-hugo-boss" publisher: "Brandwave" --- # Fred Perry vs Hugo Boss: Which is searched more? Is Fred Perry or Hugo Boss more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Polo shirt 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**: Fred Perry and Hugo Boss - **Competitive set**: Polo shirt brands - **Market**: Global - **Month measured**: Sep 2026 - **Fred Perry Share of Search**: 17.2% - **Hugo Boss Share of Search**: 6.3% ## Is Fred Perry or Hugo Boss more popular in search? - In September 2026, Fred Perry had more branded searches than Hugo Boss among polo shirt brands worldwide. Fred Perry had about 67,600 branded searches, while Hugo Boss had 24,700. Fred Perry made up 17.2% of all polo shirt brand searches we track, and Hugo Boss accounted for 6.3%. - Fred Perry was ahead of Hugo Boss in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Fred Perry’s share of searches among polo shirt brands worldwide moved from 22.9% to 17.2%, and its estimated monthly branded searches moved from 71.7K to 67.6K. - Across the 12 months ending September 2026, Hugo Boss’ share of searches among polo shirt brands worldwide moved from 7.3% to 6.3%, and its estimated monthly branded searches moved from 22.9K to 24.7K. ## Top polo shirt brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Fred Perry was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hugo Boss 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 | | Lacoste | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Peter Millar | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | J.Crew | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Uniqlo | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Sunspel | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Brooks Brothers | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Fred Perry | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Hugo Boss | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tommy Hilfiger | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Psycho Bunny | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Original Penguin | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about polo shirt brands - Asked ChatGPT "Which polo shirt brand should I buy?": 1. Lacoste, 2. Ralph Lauren, 3. Uniqlo, 4. J.Crew - Asked ChatGPT "What are the best polo shirt brands?": 1. Lacoste, 2. Ralph Lauren, 3. J.Crew, 4. Sunspel, 5. Brooks Brothers, 6. Fred Perry, 7. Uniqlo - Asked ChatGPT "What's the best polo shirt brand for men?": 1. Ralph Lauren, 2. Lacoste, 3. Peter Millar, 4. J.Crew, 5. Uniqlo - Searched Google, AI Overview "polo shirts": named none of the brands we track - Searched Google, AI Overview "mens polo shirts": 1. Peter Millar, 2. Ralph Lauren Not named in any answer: Hugo Boss, Tommy Hilfiger, Psycho Bunny and Original Penguin. Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026. ## How did search popularity change for polo shirt brands worldwide in September 2026? - In September 2026, Fred Perry lost share of searches among polo shirt brands worldwide, from 18.2% to 17.2%. - Hugo Boss’ share of searches among polo shirt brands worldwide has gained ground for 3 months in a row, from 5% to 6.3% in September 2026. ## Month by month | Month | Fred Perry estimated searches | Fred Perry Share of Search | Fred Perry rank | Hugo Boss estimated searches | Hugo Boss Share of Search | Hugo Boss rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 71.7K | 22.9% | 2 | 22.9K | 7.3% | 4 | | Nov 2025 | 71.7K | 20% | 2 | 28K | 7.8% | 4 | | Dec 2025 | 87.6K | 21.1% | 2 | 34.3K | 8.3% | 4 | | Jan 2026 | 67.6K | 23.9% | 2 | 20.2K | 7.1% | 4 | | Feb 2026 | 62.7K | 19.5% | 2 | 20.2K | 6.3% | 4 | | Mar 2026 | 82.6K | 20.2% | 2 | 28K | 6.9% | 4 | | Apr 2026 | 93.6K | 18.9% | 2 | 28K | 5.7% | 4 | | May 2026 | 107K | 17.7% | 2 | 30.2K | 5% | 5 | | Jun 2026 | 93.6K | 15.6% | 2 | 30.2K | 5% | 5 | | Jul 2026 | 93.6K | 17.2% | 2 | 30.2K | 5.6% | 5 | | Aug 2026 | 87.6K | 18.2% | 2 | 30.2K | 6.3% | 5 | | Sep 2026 | 67.6K | 17.2% | 2 | 24.7K | 6.3% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Fred Perry’s and Hugo Boss’ 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. - **Fred Perry**: Measured on the search terms “fred perry polo” and “fred perry polo shirt”, summed into one figure. - **Hugo Boss**: Measured on the search terms “boss polo” and “hugo boss polo”, summed into one figure. - [Fred Perry profile](/demand/global-en/brands/fred-perry) - [Hugo Boss profile](/demand/global-en/brands/hugo-boss) - [All polo shirt brands worldwide](/demand/global-en/categories/polo-shirt-brands): The set both shares are measured inside, 12 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 Fred Perry or Hugo Boss more popular in search? In September 2026, Fred Perry had more branded searches than Hugo Boss among polo shirt brands worldwide. Fred Perry had about 67,600 branded searches, while Hugo Boss had 24,700. Fred Perry made up 17.2% of all polo shirt brand searches we track, and Hugo Boss accounted for 6.3%. ## Cite this page Brandwave. "Fred Perry vs Hugo Boss: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/fred-perry-vs-hugo-boss This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/fred-perry-vs-hugo-boss. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.