Brandwave

Gucci vs Loro Piana:Which is more popular?

In September 2026, Gucci had more branded searches than Loro Piana among luxury fashion houses worldwide. Gucci had about 2.7 million branded searches, while Loro Piana had 1.5 million. Gucci made up 9.3% of all luxury fashion house searches we track, and Loro Piana accounted for 5.1%. When we asked ChatGPT and Google AI Overviews about luxury fashion houses, Gucci and Loro Piana each appeared in three of the five answers. Gucci was mentioned before Loro Piana in three out of four answers that named either.

Among luxury fashion houses worldwide in September 2026

Who do people search for more?

Gucci, about 83% more searches than Loro Piana

Gucci 2.7M searchesLoro Piana 1.5M searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Gucci in 3 of 5Loro Piana in 3 of 5

Who does AI recommend more?

Gucci, named ahead of Loro Piana in 3 of 4 answers

Gucci first in 3Loro Piana first in 1

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Top luxury fashion houses in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gucci was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Loro Piana was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Gucci was listed before Loro Piana in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Chanel1st
  2. Hermès2nd
  3. Saint Laurent3rd
  4. Louis Vuitton4th
  5. Dior5th
  6. Bottega Veneta6th
  7. Prada7th
  8. Gucci8th
  9. Loro Piana9th
  10. The Row10th
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Chanel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hermès5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Saint Laurent5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bottega Veneta4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dior4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Louis Vuitton3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gucci3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Prada3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Loro Piana3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Row3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+1 more

See every answer about luxury fashion houses

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is Gucci or Loro Piana more popular in search?

This chart shows how often people search Google for Gucci and Loro Piana by name. Each line represents a brand's share of searches for all 11 luxury fashion houses we track, month by month, from English-language searches worldwide.

Gucci and Loro Piana among luxury fashion houses worldwide, by month

Share of searches by month for Gucci, Loro Piana. The figures are in the table below the chart.

View monthly share of searches table
MonthLouis VuittonChanelHermèsGucciPradaLoro PianaBottega VenetaSaint LaurentBrunello CucinelliDiorThe Row
Oct 202528.5%23.1%15.9%10.6%7.1%4.8%3.2%3.2%1.7%1.4%0.42%
Nov 202532.5%21%15.3%10.2%6.8%4.6%3.1%3.1%1.7%1.4%0.33%
Dec 202531.6%22.8%14.9%10%6.7%4.5%3%3%2%1.3%0.29%
Jan 202628.5%31.5%13%8.7%5.8%3.9%2.6%2.6%1.7%1.4%0.28%
Feb 202630.9%25%14.1%9.4%6.3%4.2%3.4%2.8%1.9%1.5%0.32%
Mar 202628.1%25%15.6%10.5%5.7%4.7%3.8%3.1%1.7%1.4%0.35%
Apr 202628.4%23%15.8%10.6%7.1%4.7%3.9%3.2%1.7%1.4%0.34%
May 202626.2%28.4%14.6%9.8%6.5%4.4%3.6%2.9%1.6%1.6%0.33%
Jun 202625.5%33.4%14.7%8%5.4%4.4%2.9%2.4%1.6%1.3%0.32%
Jul 202628.1%25.8%16.1%8.8%5.9%4.8%3.2%3.2%1.8%1.8%0.35%
Aug 202628.5%24.1%16.4%9%6%4.9%4%3.3%1.8%1.8%0.36%
Sep 202629.4%24.9%13.8%9.3%6.2%5.1%4.1%3.4%1.9%1.5%0.42%

How has the Gucci and Loro Piana comparison changed over the last 12 months?

3 findings
  • Gucci was ahead of Loro Piana in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Gucci’s share of searches among luxury fashion houses worldwide moved from 10.6% to 9.3%, and its estimated monthly branded searches moved from 3.4M to 2.7M.
  • Across the 12 months ending September 2026, Loro Piana’s share of searches among luxury fashion houses worldwide moved from 4.8% to 5.1%, and its estimated monthly branded searches held steady at 1.5M.

How did search popularity change for luxury fashion houses worldwide in September 2026?

2 changes

  1. Gucci’s share of searches among luxury fashion houses worldwide has gained ground for 3 months in a row, from 8% to 9.3% in September 2026.

  2. Loro Piana’s share of searches among luxury fashion houses worldwide has gained ground for 3 months in a row, from 4.4% to 5.1% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Gucci’s and Loro Piana’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.

Gucci

1 branded search term

  • gucci

Loro Piana

1 branded search term

  • loro piana

How the Brand Demand Index is measured

Other head-to-heads among luxury fashion houses

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