Hatch vs Old Navy:Which is more popular?
In September 2026, Old Navy had more branded searches than Hatch among maternity clothing brands worldwide. Old Navy had about 27,100 branded searches, while Hatch had 9,900. Old Navy made up 6.9% of all maternity clothing brand searches we track, and Hatch accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about maternity clothing brands, both Hatch and Old Navy appeared in all five answers. Old Navy was mentioned before Hatch in four out of five answers.
Who do people search for more?
Old Navy, about 3 searches for every 1 for Hatch
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Old Navy, named ahead of Hatch in 4 of 5 answers
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Top maternity clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Hatch and Old Navy showed up in all five answers. Old Navy was listed before Hatch in four of them.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Old Navy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Hatch5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
PinkBlush3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Quince3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Kindred Bravely2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Seraphine2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ingrid & Isabel1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Mamalicious0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Motherhood Maternity0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ripe Maternity0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about maternity clothing brands
5 answers
Asked ChatGPT
“Which maternity clothing brand should I buy?”
Asked ChatGPT
“What are the best maternity clothing brands?”
Asked ChatGPT
“What's the best maternity clothing brand for work clothes?”
Searched Google, AI Overview
“maternity clothes”
Searched Google, AI Overview
“best maternity clothes”
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 22, 2026.
Is Hatch or Old Navy more popular in search?
This chart shows how often people search Google for Hatch and Old Navy by name. Each line represents a brand's share of searches for all 13 maternity clothing brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Old Navy, Hatch. The figures are in the table below the chart.
View monthly share of searches table
| Month | PinkBlush | Kindred Bravely | Mamalicious | Old Navy | Motherhood Maternity | Seraphine | Hatch | Ripe Maternity | Quince | Ingrid & Isabel | Storq | Isabella Oliver | Cake Maternity |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.1% | 17.6% | 7.3% | 9.6% | 7.9% | 6.4% | 4.3% | 4.3% | 1.9% | 2.4% | 1.2% | 1.3% | 0.67% |
| Nov 2025 | 33.9% | 20.7% | 6.7% | 9.3% | 7.6% | 6.2% | 4.1% | 4.1% | 1.5% | 2.5% | 1.5% | 1.1% | 0.65% |
| Dec 2025 | 31.6% | 23.6% | 6.3% | 8.7% | 8.7% | 5.8% | 4.7% | 3.9% | 1.7% | 1.9% | 1.4% | 1.2% | 0.74% |
| Jan 2026 | 37% | 16.6% | 6.7% | 9.1% | 7.5% | 6.1% | 6.1% | 3.3% | 1.8% | 2.2% | 1.5% | 1.3% | 0.81% |
| Feb 2026 | 34.5% | 20.7% | 6.7% | 9.3% | 7.6% | 5.1% | 5.1% | 3.4% | 1.8% | 3.1% | 1.1% | 1.1% | 0.65% |
| Mar 2026 | 37.7% | 15.1% | 8.7% | 10.1% | 6.8% | 4.5% | 4.5% | 3% | 2% | 4.7% | 1% | 1.2% | 0.73% |
| Apr 2026 | 34.1% | 18.8% | 8.7% | 10.3% | 6.9% | 4.6% | 3.8% | 3.8% | 2% | 4.2% | 0.97% | 1.1% | 0.75% |
| May 2026 | 30.9% | 23.1% | 8.8% | 10.3% | 5.7% | 4.6% | 3.8% | 3.1% | 1.7% | 5.5% | 0.93% | 0.97% | 0.59% |
| Jun 2026 | 30.7% | 18.8% | 8.8% | 10.3% | 5.6% | 4.6% | 3.1% | 3.8% | 1.7% | 10.1% | 0.9% | 0.95% | 0.72% |
| Jul 2026 | 31.1% | 19% | 8.9% | 10.4% | 5.7% | 3.8% | 3.1% | 3.8% | 2.1% | 8.3% | 1.9% | 0.96% | 0.92% |
| Aug 2026 | 46% | 14.3% | 8.1% | 9.5% | 5.2% | 3.5% | 2.9% | 2.9% | 1.9% | 2.8% | 1.7% | 0.76% | 0.55% |
| Sep 2026 | 54.8% | 12.6% | 7.2% | 6.9% | 3.8% | 3.1% | 2.5% | 2.5% | 2.1% | 2% | 1.2% | 0.8% | 0.41% |
How has the Hatch and Old Navy comparison changed over the last 12 months?
3 findings
- Old Navy was ahead of Hatch in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hatch’s share of searches among maternity clothing brands worldwide moved from 4.3% to 2.5%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
- Across the 12 months ending September 2026, Old Navy’s share of searches among maternity clothing brands worldwide moved from 9.6% to 6.9%, and its estimated monthly branded searches held steady at 27.1K.
How did search popularity change for maternity clothing brands worldwide in September 2026?
2 changes
In September 2026, Old Navy lost share of searches among maternity clothing brands worldwide, from 9.5% to 6.9%.
Estimated monthly branded searches for Hatch worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hatch’s and Old Navy’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.
Other head-to-heads among maternity clothing brands
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