Brandwave

Max Mara vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than Max Mara among coats worldwide. The North Face had about 4.1 million branded searches, while Max Mara had 673,000. The North Face made up 23.3% of all coat searches we track, and Max Mara accounted for 3.8%. When we asked ChatGPT and Google AI Overviews about coats, The North Face appeared in all five answers and Max Mara in two. The North Face was mentioned before Max Mara in three out of five answers.

Among coats worldwide in September 2026

Who do people search for more?

The North Face, about 6 searches for every 1 for Max Mara

The North Face 4.1M searchesMax Mara 673K searches

Who does AI mention more?

The North Face, mentioned in every answer we collected

The North Face in 5 of 5Max Mara in 2 of 5

Who does AI recommend more?

The North Face, named ahead of Max Mara in 3 of 5 answers

The North Face first in 3Max Mara first in 2

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Top coats in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face appeared in all five answers. Max Mara was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face was listed before Max Mara in three out of five answers.

Most recommended by AI

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

  1. Canada Goose1st
  2. The North Face2nd
  3. Max Mara3rd
  4. Patagonia4th
  5. Aritzia5th
  6. Quince6th
  7. Burberry7th
  8. Mackage8th
  9. Barbour–
  10. Moncler–
  11. +1 more

Mentioned by AI

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

  • The North Face5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Canada Goose4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Patagonia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aritzia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Burberry2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Max Mara2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mackage1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Barbour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Moncler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about coats

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 19, 2026.

Is Max Mara or The North Face more popular in search?

This chart shows how often people search Google for Max Mara and The North Face by name. Each line represents a brand's share of searches for all 11 coats we track, month by month, from English-language searches worldwide.

Max Mara and The North Face among coats worldwide, by month

Share of searches by month for The North Face, Max Mara. The figures are in the table below the chart.

View monthly share of searches table
MonthAritziaThe North FacePatagoniaBurberryBarbourCanada GooseMonclerMax MaraQuinceMackageWoolrich
Oct 202517.2%28.2%17.2%9.4%7.7%7.7%7.7%3.5%1.1%0.25%0.08%
Nov 202521.2%31.6%14.2%7.8%5.2%9.5%6.4%2.8%0.97%0.31%0.08%
Dec 202517.2%31.2%14%9.4%6.3%9.4%7.7%2.8%1.4%0.46%0.08%
Jan 202616.8%30.5%16.8%9.2%5%9.2%7.5%3.4%1.3%0.3%0.07%
Feb 202616.1%29.2%19.7%10.7%4.8%7.2%7.2%3.2%1.6%0.24%0.06%
Mar 202621%23.5%21%11.5%6.3%5.2%5.2%4.2%2%0.09%0.04%
Apr 202624.7%20.1%20.2%13.5%6.1%4.1%5%4.1%2.3%0.06%0.03%
May 202623.8%23.6%19.4%13%4.8%3.9%4.8%3.9%2.7%0.05%0.03%
Jun 202626.5%21.5%21.7%11.9%3.6%3.6%4.4%4.4%2.5%0.06%0.03%
Jul 202625.3%25.1%20.7%11.3%3.4%3.4%4.1%4.1%2.4%0.11%0.03%
Aug 202622.3%24.4%18.2%12.2%5.5%5.5%5.5%3.7%2.6%0.18%0.04%
Sep 202623.4%23.3%15.7%12.8%7%5.7%5.7%3.8%2.2%0.28%0.07%

How has the Max Mara and The North Face comparison changed over the last 12 months?

3 findings
  • The North Face was ahead of Max Mara in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Max Mara’s share of searches among coats worldwide moved from 3.5% to 3.8%, and its estimated monthly branded searches moved from 823K to 673K.
  • Across the 12 months ending September 2026, The North Face’s share of searches among coats worldwide moved from 28.2% to 23.3%, and its estimated monthly branded searches moved from 6.7M to 4.1M.

How did search popularity change for coats worldwide in September 2026?

3 changes

  1. In September 2026, Aritzia overtook The North Face to become the leader among coats worldwide, with 23.4% of the searches.

  2. In September 2026, The North Face lost share of searches among coats worldwide, from 24.4% to 23.3%.

  3. Estimated monthly branded searches for Max Mara worldwide fell 18.2% over 12 measured months, from 823K to 673K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Max Mara’s and The North Face’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.

Max Mara

1 branded search term

  • max mara

The North Face

3 branded search terms

  • north face
  • the north face
  • thenorthface

How the Brand Demand Index is measured

Other head-to-heads among coats

Creator with pink hair and a pink jacket

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