Goyard vs Tory Burch:Which is more popular?
In September 2026, Goyard had more branded searches than Tory Burch among tote bag brands worldwide. Goyard had about 135,000 branded searches, while Tory Burch had 18,100. Goyard made up 10.4% of all tote bag brand searches we track, and Tory Burch accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about tote bag brands, Goyard and Tory Burch each appeared in one of the five answers. Goyard and Tory Burch were each mentioned first in one of the two answers that named either.
Who do people search for more?
Goyard, about 7 searches for every 1 for Tory Burch
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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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. Tory Burch was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Goyard and Tory Burch were each listed first in one of the two answers that named either.
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
Coach–- +3 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
- Coach0 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 Tory Burch more popular in search?
This chart shows how often people search Google for Goyard and Tory Burch 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, Tory Burch. 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 and Tory Burch sell other things too, so only their searches that name this product count here, like “goyard tote”.
How has the Goyard and Tory Burch comparison changed over the last 12 months?
3 findings
- Goyard was ahead of Tory Burch 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, Tory Burch’s share of searches among tote bag brands worldwide moved from 3.8% to 1.4%, and its estimated monthly branded searches moved from 49.5K to 18.1K.
How did search popularity change for tote bag brands worldwide in September 2026?
2 changes
In September 2026, Goyard gained share of searches among tote bag brands worldwide, from 8.8% to 10.4%.
Estimated monthly branded searches for Tory Burch worldwide fell 63.4% over 12 measured months, from 49.5K to 18.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Goyard’s and Tory Burch’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.
Goyard
1 branded search term
- goyard tote
Tory Burch
1 branded search term
- tory burch tote
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