Johnstons of Elgin vs Loro Piana:Which is more popular?
In September 2026, Johnstons of Elgin had more branded searches than Loro Piana among cashmere brands worldwide. Johnstons of Elgin had about 40,500 branded searches, while Loro Piana had 4,400. Johnstons of Elgin made up 22.4% of all cashmere brand searches we track, and Loro Piana accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about cashmere brands, Loro Piana appeared in four of the five answers and Johnstons of Elgin in two. Loro Piana was mentioned before Johnstons of Elgin in three out of four answers that named either.
Who do people search for more?
Johnstons of Elgin, about 9 searches for every 1 for Loro Piana
Who does AI mention more?
Loro Piana, mentioned in 4 of 5 answers, Johnstons of Elgin in 2
Who does AI recommend more?
Loro Piana, named ahead of Johnstons of Elgin in 3 of 4 answers
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Top cashmere brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Loro Piana was mentioned in four out of five: in all three ChatGPT answers and in one of the two 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. Loro Piana was listed before Johnstons of Elgin in three out of four answers that named either.
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.
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
See every answer about cashmere brands
5 answers
Asked ChatGPT
“Which cashmere brand should I buy?”
Asked ChatGPT
“What are the best cashmere brands?”
Asked ChatGPT
“What's the best cashmere brand for a sweater that lasts?”
Searched Google, AI Overview
“cashmere sweater”
Searched Google, AI Overview
“cashmere brands”
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 Johnstons of Elgin or Loro Piana more popular in search?
This chart shows how often people search Google for Johnstons of Elgin and Loro Piana 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.
Share of searches by month for Johnstons of Elgin, Loro Piana. The figures are in the table below the chart.
View monthly share of searches table
| Month | Johnstons of Elgin | N.Peal | Naadam | Pringle of Scotland | Quince | Jumper 1234 | White + Warren | J.Crew | Chinti & Parker | Jenni Kayne | Loro Piana | Allude | Brunello Cucinelli | Brora |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 17.3% | 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 2025 | 18.1% | 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 2025 | 21.4% | 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 2026 | 24.5% | 16.4% | 16.4% | 9% | 6% | 1.8% | 4.9% | 5.9% | 4.9% | 2.2% | 2.7% | 1.5% | 3% | 0.97% |
| Feb 2026 | 20.6% | 16.9% | 13.8% | 9.2% | 6.2% | 2.2% | 5% | 7.3% | 5% | 5% | 2.7% | 1.8% | 3% | 1% |
| Mar 2026 | 16.4% | 36.7% | 11% | 9% | 4.9% | 1.8% | 4% | 3.6% | 3.3% | 1.8% | 2.7% | 1.5% | 2.6% | 0.79% |
| Apr 2026 | 20.7% | 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 2026 | 22.2% | 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 2026 | 24.5% | 24.5% | 13.4% | 13.4% | 4% | 1.2% | 4% | 3.2% | 4% | 1.7% | 2.2% | 1.2% | 2.1% | 0.9% |
| Jul 2026 | 22.4% | 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 2026 | 24.5% | 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 2026 | 22.4% | 18.3% | 12.3% | 10% | 6.7% | 5.5% | 5.5% | 5.4% | 3.6% | 3% | 2.4% | 2% | 1.9% | 1% |
Loro Piana sells other things too, so only its searches that name this product count here, like “loro piana cashmere”.
How has the Johnstons of Elgin and Loro Piana comparison changed over the last 12 months?
3 findings
- Johnstons of Elgin was ahead of Loro Piana in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Johnstons of Elgin’s share of searches among cashmere brands worldwide moved from 17.3% to 22.4%, and its estimated monthly branded searches held steady at 40.5K.
- Across the 12 months ending September 2026, Loro Piana’s share of searches among cashmere brands worldwide moved from 2.3% to 2.4%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
How did search popularity change for cashmere brands worldwide in September 2026?
3 changes
In September 2026, Jumper 1234 overtook White + Warren and 5 others to rank 6th among cashmere brands worldwide, with 5.5% of the searches.
In September 2026, Johnstons of Elgin lost share of searches among cashmere brands worldwide, from 24.5% to 22.4%.
Estimated monthly branded searches for Loro Piana worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Johnstons of Elgin’s and Loro Piana’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.
Johnstons of Elgin
1 branded search term
- johnstons of elgin
Loro Piana
1 branded search term
- loro piana cashmere
Other head-to-heads among cashmere brands
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