--- title: "Johnstons of Elgin vs Naadam: Which is searched more?" description: "Is Johnstons of Elgin or Naadam more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cashmere 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/johnstons-of-elgin-vs-naadam" publisher: "Brandwave" --- # Johnstons of Elgin vs Naadam: Which is searched more? Is Johnstons of Elgin or Naadam more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cashmere 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**: Johnstons of Elgin and Naadam - **Competitive set**: Cashmere brands - **Market**: Global - **Month measured**: Sep 2026 - **Johnstons of Elgin Share of Search**: 22.4% - **Naadam Share of Search**: 12.3% ## Is Johnstons of Elgin or Naadam more popular in search? - In September 2026, Johnstons of Elgin had more branded searches than Naadam among cashmere brands worldwide. Johnstons of Elgin had about 40,500 branded searches, while Naadam had 22,200. Johnstons of Elgin made up 22.4% of all cashmere brand searches we track, and Naadam accounted for 12.3%. - The lead changed hands once in the 12 months ending September 2026: Johnstons of Elgin took it in December 2025. - 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, Naadam’s share of searches among cashmere brands worldwide moved from 17.3% to 12.3%, and its estimated monthly branded searches moved from 40.5K to 22.2K. ## Top cashmere brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Naadam appeared in all five answers. 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. Naadam was listed before Johnstons of Elgin in three out of five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Quince | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Loro Piana | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Naadam | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Johnstons of Elgin | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Jenni Kayne | 5th | 2 of 3 | 2 of 2 | 4 of 5 | | Brunello Cucinelli | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | White + Warren | 7th | 1 of 3 | 2 of 2 | 3 of 5 | | J.Crew | 8th | 1 of 3 | 2 of 2 | 3 of 5 | | N.Peal | 9th | 1 of 3 | 1 of 2 | 2 of 5 | | Pringle of Scotland | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Jumper 1234 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Chinti & Parker | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Allude | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Brora | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about cashmere brands - Asked ChatGPT "Which cashmere brand should I buy?": 1. Quince, 2. Naadam, 3. White + Warren, 4. Jenni Kayne, 5. Loro Piana - Asked ChatGPT "What are the best cashmere brands?": 1. Loro Piana, 2. Johnstons of Elgin, 3. Brunello Cucinelli, 4. Naadam, 5. Quince, 6. N.Peal, 7. J.Crew, 8. Jenni Kayne - Asked ChatGPT "What's the best cashmere brand for a sweater that lasts?": 1. Johnstons of Elgin, 2. Loro Piana, 3. Quince, 4. Naadam - Searched Google, AI Overview "cashmere sweater": 1. Quince, 2. Naadam, 3. J.Crew, 4. Jenni Kayne, 5. White + Warren, 6. N.Peal - Searched Google, AI Overview "cashmere brands": 1. Loro Piana, 2. Brunello Cucinelli, 3. Jenni Kayne, 4. White + Warren, 5. Quince, 6. Naadam, 7. J.Crew Not named in any answer: Pringle of Scotland, Jumper 1234, Chinti & Parker, Allude and Brora. Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026. ## How did search popularity change for cashmere brands worldwide in September 2026? - In September 2026, Johnstons of Elgin lost share of searches among cashmere brands worldwide, from 24.5% to 22.4%. - In September 2026, Naadam lost share of searches among cashmere brands worldwide, from 13.4% to 12.3%. ## Month by month | Month | Johnstons of Elgin estimated searches | Johnstons of Elgin Share of Search | Johnstons of Elgin rank | Naadam estimated searches | Naadam Share of Search | Naadam rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 40.5K | 17.3% | 1 | 40.5K | 17.3% | 3 | | Nov 2025 | 60.5K | 18.1% | 2 | 74K | 22.1% | 1 | | Dec 2025 | 74K | 21.4% | 1 | 60.5K | 17.5% | 3 | | Jan 2026 | 60.5K | 24.5% | 1 | 40.5K | 16.4% | 3 | | Feb 2026 | 33.1K | 20.6% | 1 | 22.2K | 13.8% | 3 | | Mar 2026 | 27.1K | 16.4% | 2 | 18.1K | 11% | 3 | | Apr 2026 | 27.1K | 20.7% | 2 | 18.1K | 13.8% | 3 | | May 2026 | 27.1K | 22.2% | 1 | 18.1K | 14.9% | 3 | | Jun 2026 | 27.1K | 24.5% | 1 | 14.8K | 13.4% | 3 | | Jul 2026 | 27.1K | 22.4% | 1 | 27.1K | 22.4% | 2 | | Aug 2026 | 33.1K | 24.5% | 1 | 18.1K | 13.4% | 3 | | Sep 2026 | 40.5K | 22.4% | 1 | 22.2K | 12.3% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Johnstons of Elgin’s and Naadam’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**: Measured on the search term “johnstons of elgin”. - **Naadam**: Measured on the search term “naadam”. - [Johnstons of Elgin profile](/demand/global-en/brands/johnstons-of-elgin) - [Naadam profile](/demand/global-en/brands/naadam) - [All cashmere brands worldwide](/demand/global-en/categories/cashmere-brands): The set both shares are measured inside, 14 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Johnstons of Elgin or Naadam more popular in search? In September 2026, Johnstons of Elgin had more branded searches than Naadam among cashmere brands worldwide. Johnstons of Elgin had about 40,500 branded searches, while Naadam had 22,200. Johnstons of Elgin made up 22.4% of all cashmere brand searches we track, and Naadam accounted for 12.3%. ## Cite this page Brandwave. "Johnstons of Elgin vs Naadam: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/johnstons-of-elgin-vs-naadam This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/johnstons-of-elgin-vs-naadam. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.