Brandwave

Jenni Kayne vs Johnstons of Elgin:Which is more popular?

In September 2026, Johnstons of Elgin had more branded searches than Jenni Kayne among cashmere brands worldwide. Johnstons of Elgin had about 40,500 branded searches, while Jenni Kayne had 5,400. Johnstons of Elgin made up 22.4% of all cashmere brand searches we track, and Jenni Kayne accounted for 3%. When we asked ChatGPT and Google AI Overviews about cashmere brands, Jenni Kayne appeared in four of the five answers and Johnstons of Elgin in two. Jenni Kayne was mentioned before Johnstons of Elgin in three out of five answers.

Among cashmere brands worldwide in September 2026

Who do people search for more?

Johnstons of Elgin, about 8 searches for every 1 for Jenni Kayne

Johnstons of Elgin 40.5K searchesJenni Kayne 5.4K searches

Who does AI mention more?

Jenni Kayne, mentioned in 4 of 5 answers, Johnstons of Elgin in 2

Jenni Kayne in 4 of 5Johnstons of Elgin in 2 of 5

Who does AI recommend more?

Jenni Kayne, named ahead of Johnstons of Elgin in 3 of 5 answers

Jenni Kayne first in 3Johnstons of Elgin first in 2

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Top cashmere brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Jenni Kayne was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Johnstons of Elgin was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Jenni Kayne was listed before Johnstons of Elgin in three out of five answers.

Most recommended by AI

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

  1. Quince1st
  2. Loro Piana2nd
  3. Naadam3rd
  4. Johnstons of Elgin4th
  5. Jenni Kayne5th
  6. Brunello Cucinelli6th
  7. White + Warren7th
  8. J.Crew8th
  9. N.Peal9th
  10. Pringle of Scotland–
  11. +4 more

Mentioned by AI

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

  • Naadam5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jenni Kayne4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Loro Piana4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • White + Warren3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • J.Crew3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Johnstons of Elgin2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • N.Peal2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brunello Cucinelli2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pringle of Scotland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about cashmere brands

5 answers

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 25, 2026.

Is Jenni Kayne or Johnstons of Elgin more popular in search?

This chart shows how often people search Google for Jenni Kayne and Johnstons of Elgin by name. Each line represents a brand's share of searches for all 14 cashmere brands we track, month by month, from English-language searches worldwide.

Jenni Kayne and Johnstons of Elgin among cashmere brands worldwide, by month

Share of searches by month for Johnstons of Elgin, Jenni Kayne. The figures are in the table below the chart.

View monthly share of searches table
MonthJohnstons of ElginN.PealNaadamPringle of ScotlandQuinceJumper 1234White + WarrenJ.CrewChinti & ParkerJenni KayneLoro PianaAlludeBrunello CucinelliBrora
Oct 202517.3%17.3%17.3%9.5%6.3%2.3%6.3%8.6%5.2%2.8%2.3%1.9%2.1%0.68%
Nov 202518.1%14.8%22.1%8.1%8.1%1.6%5.4%7.2%5.4%3%2.4%1.3%1.9%0.57%
Dec 202521.4%17.5%17.5%7.8%9.6%1.3%4.3%7%4.3%2.3%2.3%1%2.9%0.69%
Jan 202624.5%16.4%16.4%9%6%1.8%4.9%5.9%4.9%2.2%2.7%1.5%3%0.97%
Feb 202620.6%16.9%13.8%9.2%6.2%2.2%5%7.3%5%5%2.7%1.8%3%1%
Mar 202616.4%36.7%11%9%4.9%1.8%4%3.6%3.3%1.8%2.7%1.5%2.6%0.79%
Apr 202620.7%25.3%13.8%11.3%4.1%1.8%5%4.1%4.1%2.2%2.8%1.5%2.2%0.99%
May 202622.2%22.2%14.9%12.2%4.4%1.3%4.4%3.5%4.4%2.4%3%1.3%2.6%1.1%
Jun 202624.5%24.5%13.4%13.4%4%1.2%4%3.2%4%1.7%2.2%1.2%2.1%0.9%
Jul 202622.4%15%22.4%12.2%3.6%1.1%4.5%3.6%4.5%2%4.5%1.3%2.2%0.83%
Aug 202624.5%20.1%13.4%11%4.9%2.1%4.9%4.3%4%2.7%2.7%1.8%2.4%1.4%
Sep 202622.4%18.3%12.3%10%6.7%5.5%5.5%5.4%3.6%3%2.4%2%1.9%1%

How has the Jenni Kayne and Johnstons of Elgin comparison changed over the last 12 months?

3 findings

How did search popularity change for cashmere brands worldwide in September 2026?

3 changes

  1. In September 2026, Jumper 1234 overtook White + Warren and 5 others to rank 6th among cashmere brands worldwide, with 5.5% of the searches.

  2. In September 2026, Johnstons of Elgin lost share of searches among cashmere brands worldwide, from 24.5% to 22.4%.

  3. Jenni Kayne’s share of searches among cashmere brands worldwide has gained ground for 3 months in a row, from 1.7% to 3% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Jenni Kayne’s and Johnstons of Elgin’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.

Jenni Kayne

1 branded search term

  • jenni kayne sweater

Johnstons of Elgin

1 branded search term

  • johnstons of elgin

How the Brand Demand Index is measured

Other head-to-heads among cashmere brands

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