Gucci vs Hermès:Which is searched more?
In September 2026, Hermès had more branded searches than Gucci among luxury fashion houses worldwide. Hermès was estimated to have 4.1M branded searches compared to Gucci’s 2.7M, and held a 15.8% Share of Search versus Gucci’s 10.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Gucci or Hermès?
Compare the luxury fashion houses people buy. 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.
Share of Search by month for Hermès, Gucci. The figures are in the table below the chart.
View monthly share of search table
| Month | Louis Vuitton | Chanel | Hermès | Gucci | Prada | Saint Laurent | Dior |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.7% | 25.7% | 17.8% | 11.8% | 7.9% | 3.5% | 1.6% |
| Nov 2025 | 35.9% | 23.3% | 17.1% | 11.3% | 7.6% | 3.4% | 1.5% |
| Dec 2025 | 34.9% | 25.2% | 16.7% | 11% | 7.4% | 3.3% | 1.5% |
| Jan 2026 | 31.1% | 34.4% | 14.3% | 9.5% | 6.3% | 2.8% | 1.6% |
| Feb 2026 | 34.2% | 27.7% | 15.8% | 10.4% | 7% | 3.1% | 1.7% |
| Mar 2026 | 31.3% | 27.9% | 17.6% | 11.7% | 6.4% | 3.5% | 1.6% |
| Apr 2026 | 31.7% | 25.6% | 17.9% | 11.8% | 7.9% | 3.5% | 1.6% |
| May 2026 | 29% | 31.5% | 16.4% | 10.8% | 7.2% | 3.2% | 1.8% |
| Jun 2026 | 28.1% | 36.7% | 16.3% | 8.8% | 5.9% | 2.7% | 1.5% |
| Jul 2026 | 31.2% | 28.7% | 18.1% | 9.8% | 6.6% | 3.6% | 2% |
| Aug 2026 | 31.9% | 27% | 18.6% | 10.1% | 6.7% | 3.7% | 2% |
| Sep 2026 | 33.2% | 28% | 15.8% | 10.5% | 7% | 3.8% | 1.7% |
How has the Gucci and Hermès comparison changed over the last 12 months?
3 findings
- Hermès was ahead of Gucci in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Gucci’s estimated Share of Search among luxury fashion houses worldwide moved from 11.8% to 10.5%, and its estimated monthly branded searches moved from 3.4M to 2.7M.
- Across the 12 months ending September 2026, Hermès’ estimated Share of Search among luxury fashion houses worldwide moved from 17.8% to 15.8%, and its estimated monthly branded searches moved from 5M to 4.1M.
How did search popularity change for luxury fashion houses worldwide in September 2026?
2 changes
In September 2026, Hermès lost estimated Share of Search among luxury fashion houses worldwide, from 18.6% to 15.8%.
Gucci’s estimated Share of Search among luxury fashion houses worldwide has gained ground for 3 months in a row, from 8.8% to 10.5% in September 2026.
Other head-to-heads among luxury fashion houses
How each brand is measured
Brandwave collects information about searches that people make online using Gucci’s and Hermès’ 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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.