Goyard vs Lo & Sons:Which is more popular?
In September 2026, Goyard had more branded searches than Lo & Sons among tote bag brands worldwide. Goyard had about 135,000 branded searches, while Lo & Sons had 9,900. Goyard made up 10.4% of all tote bag brand searches we track, and Lo & Sons accounted for 0.77%. When we asked ChatGPT and Google AI Overviews about tote bag brands, Goyard appeared in one of the five answers and Lo & Sons in none.
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Top tote bag brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Goyard was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Lo & Sons 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.
L.L.Bean1st
Longchamp2nd
Baggu3rd
Marc Jacobs4th
Cuyana5th
Kate Spade6th
Tory Burch7th
Dagne Dover8th
Goyard9th- +2 more
Lo & Sons–- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Baggu3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Marc Jacobs3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- L.L.Bean3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Cuyana3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Longchamp2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dagne Dover2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Goyard1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tory Burch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kate Spade1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lo & Sons0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tote bag brands
5 answers
Asked ChatGPT
“Which tote bag brand should I buy?”
Asked ChatGPT
“What are the best tote bag brands?”
Asked ChatGPT
“What's the best tote bag for carrying a laptop to work?”
Searched Google, AI Overview
“tote bag”
Searched Google, AI Overview
“work tote”
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 25, 2026.
Is Goyard or Lo & Sons more popular in search?
This chart shows how often people search Google for Goyard and Lo & Sons by name. Each line represents a brand's share of searches for all 13 tote bag brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Goyard, Lo & Sons. The figures are in the table below the chart.
View monthly share of searches table
| Month | Baggu | Longchamp | Coach | Marc Jacobs | Goyard | L.L.Bean | Tory Burch | Kate Spade | Lululemon | Lo & Sons | Michael Kors | Cuyana | Dagne Dover |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.4% | 16.3% | 15.6% | 22.7% | 8.6% | 4.7% | 3.8% | 1.2% | 0.94% | 0.77% | 0.63% | 0.94% | 0.51% |
| Nov 2025 | 27.7% | 18% | 12.4% | 19.7% | 10.2% | 5.6% | 1.4% | 1.4% | 1.1% | 1.1% | 0.75% | 0.5% | 0.27% |
| Dec 2025 | 23.4% | 18.5% | 15.6% | 21.4% | 8.6% | 4.7% | 1.7% | 1.1% | 1.1% | 0.94% | 0.77% | 1.1% | 0.94% |
| Jan 2026 | 28.2% | 18.3% | 15.4% | 18.3% | 8.4% | 4.6% | 1.7% | 1.1% | 1.4% | 0.93% | 0.76% | 0.51% | 0.41% |
| Feb 2026 | 32.2% | 17.1% | 14.5% | 17.1% | 7.9% | 4.3% | 1.6% | 1.1% | 1.3% | 1.1% | 1.1% | 0.47% | 0.25% |
| Mar 2026 | 33.4% | 14.5% | 14.9% | 17.7% | 8.2% | 5.5% | 1.3% | 1.1% | 1.1% | 0.9% | 0.6% | 0.49% | 0.22% |
| Apr 2026 | 29.5% | 15.7% | 13.2% | 18.1% | 8.8% | 8.8% | 1.5% | 1.2% | 0.97% | 0.97% | 0.65% | 0.43% | 0.23% |
| May 2026 | 31.4% | 13.6% | 11.5% | 19.2% | 9.4% | 9.4% | 1.3% | 1.3% | 0.84% | 0.84% | 0.56% | 0.46% | 0.25% |
| Jun 2026 | 28.9% | 15.3% | 12.9% | 17.7% | 10.6% | 8.6% | 1.4% | 1.2% | 1.2% | 0.78% | 0.64% | 0.52% | 0.23% |
| Jul 2026 | 27.3% | 15.5% | 18.2% | 13.7% | 10% | 10% | 1.3% | 0.9% | 1.1% | 0.73% | 0.6% | 0.49% | 0.18% |
| Aug 2026 | 29.3% | 18.9% | 19.6% | 12% | 8.8% | 5.9% | 1.4% | 0.96% | 1.2% | 0.64% | 0.64% | 0.53% | 0.19% |
| Sep 2026 | 28.5% | 18.5% | 15.5% | 14.3% | 10.4% | 7% | 1.4% | 1.1% | 1.1% | 0.77% | 0.63% | 0.51% | 0.19% |
Goyard sells other things too, so only its searches that name this product count here, like “goyard tote”.
How has the Goyard and Lo & Sons comparison changed over the last 12 months?
3 findings
- Goyard was ahead of Lo & Sons in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Goyard’s share of searches among tote bag brands worldwide moved from 8.6% to 10.4%, and its estimated monthly branded searches moved from 110K to 135K.
- Across the 12 months ending September 2026, Lo & Sons’ share of searches among tote bag brands worldwide held steady at 0.77%, and its estimated monthly branded searches held steady at 9.9K.
How did search popularity change for tote bag brands worldwide in September 2026?
1 change
In September 2026, Goyard gained share of searches among tote bag brands worldwide, from 8.8% to 10.4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Goyard’s and Lo & Sons’ 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.
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