Brandwave

Loro Piana vs Pringle of Scotland:Which is more popular?

In September 2026, Pringle of Scotland had more branded searches than Loro Piana among cashmere brands worldwide. Pringle of Scotland had about 18,100 branded searches, while Loro Piana had 4,400. Pringle of Scotland made up 10% 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 Pringle of Scotland in none.

Among cashmere brands worldwide in September 2026

Who do people search for more?

Pringle of Scotland, about 4 searches for every 1 for Loro Piana

Pringle of Scotland 18.1K searchesLoro Piana 4.4K searches

Who does AI mention more?

Loro Piana, mentioned in 4 of 5 answers, Pringle of Scotland in 0

Loro Piana in 4 of 5Pringle of Scotland in 0 of 5

Who does AI recommend more?

Loro Piana, the only one of the two named

Loro Piana first in 4Pringle of Scotland never named

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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. Pringle of Scotland did not appear in any of the 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 Loro Piana or Pringle of Scotland more popular in search?

This chart shows how often people search Google for Loro Piana and Pringle of Scotland 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.

Loro Piana and Pringle of Scotland among cashmere brands worldwide, by month

Share of searches by month for Pringle of Scotland, Loro Piana. 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%

Loro Piana sells other things too, so only its searches that name this product count here, like “loro piana cashmere”.

How has the Loro Piana and Pringle of Scotland 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, Pringle of Scotland lost share of searches among cashmere brands worldwide, from 11% to 10%.

  3. 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 Loro Piana’s and Pringle of Scotland’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.

Loro Piana

1 branded search term

  • loro piana cashmere

Pringle of Scotland

1 branded search term

  • pringle of scotland

How the Brand Demand Index is measured

Other head-to-heads among cashmere brands

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