Brandwave

Marc Jacobs vs Michael Kors:Which is more popular?

In September 2026, Marc Jacobs had more branded searches than Michael Kors among tote bag brands worldwide. Marc Jacobs had about 185,000 branded searches, while Michael Kors had 8,100. Marc Jacobs made up 14.3% of all tote bag brand searches we track, and Michael Kors accounted for 0.63%. When we asked ChatGPT and Google AI Overviews about tote bag brands, Marc Jacobs appeared in three of the five answers and Michael Kors in none.

Among tote bag brands worldwide in September 2026

Who do people search for more?

Marc Jacobs, about 23 searches for every 1 for Michael Kors

Marc Jacobs 185K searchesMichael Kors 8.1K searches

Who does AI mention more?

Marc Jacobs, mentioned in 3 of 5 answers, Michael Kors in 0

Marc Jacobs in 3 of 5Michael Kors in 0 of 5

Who does AI recommend more?

Marc Jacobs, the only one of the two named

Marc Jacobs first in 3Michael Kors never named

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Top tote bag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Marc Jacobs was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Michael Kors 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. L.L.Bean1st
  2. Longchamp2nd
  3. Baggu3rd
  4. Marc Jacobs4th
  5. Cuyana5th
  6. Kate Spade6th
  7. Tory Burch7th
  8. Dagne Dover8th
  9. Goyard9th
  10. +3 more
  11. Michael Kors–

Mentioned by AI

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

  • Baggu3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Marc Jacobs3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • L.L.Bean3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cuyana3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Longchamp2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dagne Dover2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Goyard1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tory Burch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kate Spade1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Michael Kors0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about tote bag 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 Marc Jacobs or Michael Kors more popular in search?

This chart shows how often people search Google for Marc Jacobs and Michael Kors by name. Each line represents a brand's share of searches for all 13 tote bag brands we track, month by month, from English-language searches worldwide.

Marc Jacobs and Michael Kors among tote bag brands worldwide, by month

Share of searches by month for Marc Jacobs, Michael Kors. The figures are in the table below the chart.

View monthly share of searches table
MonthBagguLongchampCoachMarc JacobsGoyardL.L.BeanTory BurchKate SpadeLululemonLo & SonsMichael KorsCuyanaDagne Dover
Oct 202523.4%16.3%15.6%22.7%8.6%4.7%3.8%1.2%0.94%0.77%0.63%0.94%0.51%
Nov 202527.7%18%12.4%19.7%10.2%5.6%1.4%1.4%1.1%1.1%0.75%0.5%0.27%
Dec 202523.4%18.5%15.6%21.4%8.6%4.7%1.7%1.1%1.1%0.94%0.77%1.1%0.94%
Jan 202628.2%18.3%15.4%18.3%8.4%4.6%1.7%1.1%1.4%0.93%0.76%0.51%0.41%
Feb 202632.2%17.1%14.5%17.1%7.9%4.3%1.6%1.1%1.3%1.1%1.1%0.47%0.25%
Mar 202633.4%14.5%14.9%17.7%8.2%5.5%1.3%1.1%1.1%0.9%0.6%0.49%0.22%
Apr 202629.5%15.7%13.2%18.1%8.8%8.8%1.5%1.2%0.97%0.97%0.65%0.43%0.23%
May 202631.4%13.6%11.5%19.2%9.4%9.4%1.3%1.3%0.84%0.84%0.56%0.46%0.25%
Jun 202628.9%15.3%12.9%17.7%10.6%8.6%1.4%1.2%1.2%0.78%0.64%0.52%0.23%
Jul 202627.3%15.5%18.2%13.7%10%10%1.3%0.9%1.1%0.73%0.6%0.49%0.18%
Aug 202629.3%18.9%19.6%12%8.8%5.9%1.4%0.96%1.2%0.64%0.64%0.53%0.19%
Sep 202628.5%18.5%15.5%14.3%10.4%7%1.4%1.1%1.1%0.77%0.63%0.51%0.19%

Marc Jacobs and Michael Kors sell other things too, so only their searches that name this product count here, like “marc jacobs tote bag”.

How has the Marc Jacobs and Michael Kors comparison changed over the last 12 months?

3 findings
  • Marc Jacobs was ahead of Michael Kors in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Marc Jacobs’ share of searches among tote bag brands worldwide moved from 22.7% to 14.3%, and its estimated monthly branded searches moved from 292K to 185K.
  • Across the 12 months ending September 2026, Michael Kors’ share of searches among tote bag brands worldwide held steady at 0.63%, and its estimated monthly branded searches held steady at 8.1K.

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

1 change

  1. In September 2026, Marc Jacobs gained share of searches among tote bag brands worldwide, from 12% to 14.3%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Marc Jacobs’ and Michael Kors’ 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.

Marc Jacobs

2 branded search terms

  • marc jacobs tote bag
  • the tote bag marc jacobs

Michael Kors

1 branded search term

  • michael kors tote

How the Brand Demand Index is measured

Other head-to-heads among tote bag brands

Creator with pink hair and a pink jacket

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