Herschel vs Smiggle:Which is more popular by branded search?
In August 2026, Smiggle had more branded searches than Herschel among school bags worldwide. Smiggle was estimated to have 450K branded searches compared to Herschel’s 40.5K, and held a 1.8% Share of Search versus Herschel’s 0.16%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Herschel or Smiggle?
Compare the school bags people search for. 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 Smiggle, Herschel. The figures are in the table below the chart.
View monthly share of search table
| Month | Nike | Under Armour | JanSport | Smiggle | Eastpak | Herschel |
|---|---|---|---|---|---|---|
| Oct 2025 | 81.6% | 16.4% | 0.66% | 1.2% | 0.07% | 0.11% |
| Nov 2025 | 84.3% | 13.9% | 0.46% | 1.2% | 0.05% | 0.09% |
| Dec 2025 | 81.7% | 16.4% | 0.54% | 1.2% | 0.06% | 0.11% |
| Jan 2026 | 83.8% | 13.8% | 0.83% | 1.5% | 0.06% | 0.09% |
| Feb 2026 | 84% | 13.8% | 1% | 1% | 0.06% | 0.09% |
| Mar 2026 | 84.5% | 13.9% | 0.68% | 0.83% | 0.06% | 0.09% |
| Apr 2026 | 84.3% | 13.8% | 0.68% | 1% | 0.06% | 0.09% |
| May 2026 | 84% | 13.8% | 0.83% | 1.2% | 0.07% | 0.11% |
| Jun 2026 | 83.6% | 13.7% | 1% | 1.5% | 0.07% | 0.14% |
| Jul 2026 | 82.2% | 13.5% | 2.2% | 1.8% | 0.11% | 0.13% |
| Aug 2026 | 81.7% | 13.4% | 2.7% | 1.8% | 0.2% | 0.16% |
| Sep 2026 | — | — | — | — | — | — |
How has the Herschel and Smiggle comparison changed over the last 12 months?
3 findings
- Smiggle was ahead of Herschel in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Herschel’s estimated Share of Search among school bags worldwide moved from 0.11% to 0.16%, and its estimated monthly branded searches moved from 27.1K to 40.5K.
- Across the 11 months ending August 2026, Smiggle’s estimated Share of Search among school bags worldwide moved from 1.2% to 1.8%, and its estimated monthly branded searches moved from 301K to 450K.
How did search popularity change for school bags worldwide in August 2026?
2 changes
In August 2026, Herschel fell from 5th to 6th among school bags worldwide.
Estimated monthly branded searches for Smiggle worldwide rose 49.5% over 11 measured months, from 301K to 450K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Herschel’s and Smiggle’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.
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.