Brandwave

Smiggle vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than Smiggle among school bags worldwide. The North Face had about 4.1 million branded searches, while Smiggle had 301,000. The North Face made up 12.3% of all school bag searches we track, and Smiggle accounted for 0.91%. When we asked ChatGPT and Google AI Overviews about school bags, The North Face appeared in all five answers and Smiggle in none.

Among school bags worldwide in September 2026

Who do people search for more?

The North Face, about 14 searches for every 1 for Smiggle

The North Face 4.1M searchesSmiggle 301K searches

Who does AI mention more?

The North Face, mentioned in every answer we collected

The North Face in 5 of 5Smiggle in 0 of 5

Who does AI recommend more?

The North Face, the only one of the two named

The North Face first in 5Smiggle never named

Follow Smiggle vs The North Face and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top school bags in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face appeared in all five answers. Smiggle 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. JanSport1st
  2. The North Face2nd
  3. Herschel3rd
  4. Nike4th
  5. Fjällräven5th
  6. Under Armour6th
  7. Smiggle–
  8. Eastpak–

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
  • JanSport5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Herschel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nike3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fjällräven3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Under Armour1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Smiggle0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Eastpak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about school bags

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 Smiggle or The North Face more popular in search?

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

Smiggle and The North Face among school bags worldwide, by month

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

View monthly share of searches table
MonthNikeThe North FaceUnder ArmourFjällrävenSmiggleJanSportHerschelEastpak
Oct 202567.3%18.1%11%1.8%0.81%0.45%0.44%0.05%
Nov 202566.7%20.6%9.3%1.9%0.83%0.31%0.37%0.03%
Dec 202566.3%19.6%10.8%1.8%0.79%0.36%0.43%0.04%
Jan 202669%17.6%9.7%1.6%1.1%0.58%0.45%0.04%
Feb 202671.8%14.7%9.9%1.6%0.73%0.73%0.46%0.04%
Mar 202676.9%9.6%10.5%1.4%0.63%0.51%0.41%0.05%
Apr 202677.6%8.6%10.6%1.4%0.78%0.52%0.5%0.05%
May 202675.7%10.2%10.3%1.7%0.93%0.62%0.5%0.06%
Jun 202676.9%8.6%10.6%1.4%1.2%0.78%0.53%0.06%
Jul 202674.5%10.1%10.1%1.7%1.4%1.7%0.6%0.08%
Aug 202673.2%10.7%9.8%2%1.3%2%0.84%0.15%
Sep 202673.4%12.3%10.1%2%0.91%0.61%0.58%0.08%

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

3 findings
  • The North Face was ahead of Smiggle in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Smiggle’s share of searches among school bags worldwide moved from 0.81% to 0.91%, and its estimated monthly branded searches held steady at 301K.
  • Across the 12 months ending September 2026, The North Face’s share of searches among school bags worldwide moved from 18.1% to 12.3%, and its estimated monthly branded searches moved from 6.7M to 4.1M.

How did search popularity change for school bags worldwide in September 2026?

2 changes

  1. In September 2026, The North Face gained share of searches among school bags worldwide, from 10.7% to 12.3%.

  2. In September 2026, Smiggle rose from 6th to 5th among school bags worldwide.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Smiggle’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.

Smiggle

1 branded search term

  • smiggle

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 school bags

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free