Hugo Boss vs Tommy Hilfiger:Which is searched more?
In September 2026, Tommy Hilfiger had more branded searches than Hugo Boss among premium fashion brands worldwide. Tommy Hilfiger was estimated to have 3.4M branded searches compared to Hugo Boss’ 1M, and held a 19.4% Share of Search versus Hugo Boss’ 5.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Hugo Boss or Tommy Hilfiger?
Compare the premium international fashion brands people shop in store and online. 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 Tommy Hilfiger, Hugo Boss. The figures are in the table below the chart.
View monthly share of search table
| Month | Ralph Lauren | Calvin Klein | Tommy Hilfiger | Guess | Lacoste | Hugo Boss |
|---|---|---|---|---|---|---|
| Oct 2025 | 25.6% | 17.2% | 20.9% | 11.5% | 17.2% | 7.7% |
| Nov 2025 | 23.1% | 18.9% | 23.1% | 12.6% | 15.4% | 6.9% |
| Dec 2025 | 25% | 16.7% | 20.4% | 13.7% | 16.7% | 7.5% |
| Jan 2026 | 24.2% | 16.2% | 19.8% | 16.2% | 16.2% | 7.3% |
| Feb 2026 | 20% | 24.4% | 20% | 13.4% | 16.3% | 6% |
| Mar 2026 | 17.6% | 26.3% | 17.6% | 14.4% | 17.6% | 6.4% |
| Apr 2026 | 20.9% | 20.9% | 20.9% | 14% | 17.1% | 6.2% |
| May 2026 | 18.5% | 22.6% | 18.5% | 15.1% | 18.5% | 6.7% |
| Jun 2026 | 19.9% | 19.9% | 19.9% | 13.3% | 19.9% | 7.2% |
| Jul 2026 | 18.7% | 18.7% | 22.9% | 15.3% | 18.7% | 5.6% |
| Aug 2026 | 22.9% | 18.7% | 18.7% | 15.3% | 18.7% | 5.6% |
| Sep 2026 | 23.7% | 19.4% | 19.4% | 15.9% | 15.9% | 5.8% |
How has the Hugo Boss and Tommy Hilfiger comparison changed over the last 12 months?
3 findings
- Tommy Hilfiger 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, Tommy Hilfiger’s estimated Share of Search among premium fashion brands worldwide moved from 20.9% to 19.4%, and its estimated monthly branded searches moved from 4.1M to 3.4M.
How did search popularity change for premium fashion brands worldwide in September 2026?
2 changes
In September 2026, Tommy Hilfiger overtook Lacoste to rank 3rd among premium fashion brands worldwide, with 19.4% estimated Share of Search.
Estimated monthly branded searches for Hugo Boss worldwide fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026.
Other head-to-heads among premium fashion brands
Ralph Lauren vs Calvin Klein: compare search popularityRalph Lauren vs Tommy Hilfiger: compare search popularity
Ralph Lauren vs Guess: compare search popularity
Ralph Lauren vs Lacoste: compare search popularity- Calvin Klein vs Guess: compare search popularity
How each brand is measured
Brandwave collects information about searches that people make online using Hugo Boss’ and Tommy Hilfiger’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
1 branded search term
- hugo boss
Tommy Hilfiger
1 branded search term
- tommy hilfiger
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.