--- title: "Hugo Boss vs Lacoste: Which is searched more?" description: "Which is more popular in search, Hugo Boss or Lacoste? Compare estimated monthly branded-search demand and Share of Search inside the Premium fashion brands set worldwide. 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." canonical: "https://gobrandwave.com/demand/global-en/compare/hugo-boss-vs-lacoste" publisher: "Brandwave" --- # Hugo Boss vs Lacoste: Which is searched more? Which is more popular in search, Hugo Boss or Lacoste? Compare estimated monthly branded-search demand and Share of Search inside the Premium fashion brands set worldwide. 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. ## Key facts - **Compared**: Hugo Boss and Lacoste - **Competitive set**: Premium fashion brands - **Market**: Global - **Month measured**: Sep 2026 - **Hugo Boss Share of Search**: 5.8% - **Lacoste Share of Search**: 15.9% ## Which is more popular in search, Hugo Boss or Lacoste? - In September 2026, Lacoste had more branded searches than Hugo Boss among premium fashion brands worldwide. Lacoste was estimated to have 2.7M branded searches compared to Hugo Boss’ 1M, and held a 15.9% Share of Search versus Hugo Boss’ 5.8%. - Lacoste was ahead of Hugo Boss in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Hugo Boss’ estimated Share of Search among premium fashion brands worldwide moved from 7.7% to 5.8%, and its estimated monthly branded searches moved from 1.5M to 1M. - Across the 12 months ending September 2026, Lacoste’s estimated Share of Search among premium fashion brands worldwide moved from 17.2% to 15.9%, and its estimated monthly branded searches moved from 3.4M to 2.7M. ## How did search popularity change for premium fashion brands worldwide in September 2026? - In September 2026, Tommy Hilfiger overtook Lacoste to rank 3rd among premium fashion brands worldwide, with 19.4% estimated Share of Search. - In September 2026, Guess overtook Lacoste to rank 4th among premium fashion brands worldwide, with 15.9% estimated Share of Search. - In September 2026, Lacoste lost estimated Share of Search among premium fashion brands worldwide, from 18.7% to 15.9%. - Estimated monthly branded searches for Hugo Boss worldwide fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026. ## Month by month | Month | Hugo Boss estimated searches | Hugo Boss Share of Search | Hugo Boss rank | Lacoste estimated searches | Lacoste Share of Search | Lacoste rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.5M | 7.7% | 6 | 3.4M | 17.2% | 4 | | Nov 2025 | 1.8M | 6.9% | 6 | 4.1M | 15.4% | 4 | | Dec 2025 | 1.8M | 7.5% | 6 | 4.1M | 16.7% | 4 | | Jan 2026 | 1.5M | 7.3% | 6 | 3.4M | 16.2% | 5 | | Feb 2026 | 1M | 6% | 6 | 2.7M | 16.3% | 4 | | Mar 2026 | 1.2M | 6.4% | 6 | 3.4M | 17.6% | 2 | | Apr 2026 | 1M | 6.2% | 6 | 2.7M | 17.1% | 4 | | May 2026 | 1.2M | 6.7% | 6 | 3.4M | 18.5% | 2 | | Jun 2026 | 1.2M | 7.2% | 6 | 3.4M | 19.9% | 2 | | Jul 2026 | 1M | 5.6% | 6 | 3.4M | 18.7% | 3 | | Aug 2026 | 1M | 5.6% | 6 | 3.4M | 18.7% | 3 | | Sep 2026 | 1M | 5.8% | 6 | 2.7M | 15.9% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Hugo Boss’ and Lacoste’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. - **Hugo Boss**: Measured on the search term “hugo boss”. - **Lacoste**: Measured on the search term “lacoste”. - [Hugo Boss profile](/demand/global-en/brands/hugo-boss) - [Lacoste profile](/demand/global-en/brands/lacoste) - [All premium fashion brands worldwide](/demand/global-en/categories/premium-fashion-brands): The set both shares are measured inside, 6 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, Hugo Boss or Lacoste? In September 2026, Lacoste had more branded searches than Hugo Boss among premium fashion brands worldwide. Lacoste was estimated to have 2.7M branded searches compared to Hugo Boss’ 1M, and held a 15.9% Share of Search versus Hugo Boss’ 5.8%. ## Cite this page Brandwave. "Hugo Boss vs Lacoste: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/hugo-boss-vs-lacoste This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hugo-boss-vs-lacoste. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.