Naadam vs Quince:Which is more popular?
In September 2026, Naadam had more branded searches than Quince among cashmere brands worldwide. Naadam had about 22,200 branded searches, while Quince had 12,100. Naadam made up 12.3% of all cashmere brand searches we track, and Quince accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about cashmere brands, both Naadam and Quince appeared in all five answers. Quince was mentioned before Naadam in four out of five answers.
Who do people search for more?
Naadam, about 83% more searches than Quince
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Quince, named ahead of Naadam in 4 of 5 answers
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Top cashmere brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Naadam and Quince showed up in all five answers. Quince was listed before Naadam in four of them.
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 Naadam or Quince more popular in search?
This chart shows how often people search Google for Naadam and Quince 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 Naadam, Quince. 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% |
How has the Naadam and Quince comparison changed over the last 12 months?
3 findings
- Naadam was ahead of Quince in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Quince’s share of searches among cashmere brands worldwide moved from 6.3% to 6.7%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for cashmere brands worldwide in September 2026?
2 changes
In September 2026, Quince gained share of searches among cashmere brands worldwide, from 4.9% to 6.7%.
In September 2026, Naadam lost share of searches among cashmere brands worldwide, from 13.4% to 12.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Naadam’s and Quince’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.
Other head-to-heads among cashmere brands
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