--- title: "Smiggle vs The North Face: Which is searched more?" description: "Is Smiggle or The North Face more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the School bags set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/smiggle-vs-the-north-face" publisher: "Brandwave" --- # Smiggle vs The North Face: Which is searched more? Is Smiggle or The North Face more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the School bags set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Smiggle and The North Face - **Competitive set**: School bags - **Market**: Global - **Month measured**: Sep 2026 - **Smiggle Share of Search**: 0.91% - **The North Face Share of Search**: 12.3% ## Is Smiggle or The North Face more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | JanSport | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | The North Face | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Herschel | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Nike | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Fjällräven | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Under Armour | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Smiggle | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Eastpak | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about school bags - Asked ChatGPT "Which school bag brand should I buy?": 1. JanSport, 2. Herschel, 3. The North Face - Asked ChatGPT "What are the best school bag brands?": 1. JanSport, 2. The North Face, 3. Herschel, 4. Under Armour, 5. Fjällräven - Asked ChatGPT "What's the best school bag brand for everyday school use?": 1. JanSport, 2. The North Face, 3. Herschel, 4. Nike - Searched Google, AI Overview "school backpack": 1. JanSport, 2. Nike, 3. The North Face, 4. Herschel, 5. Fjällräven - Searched Google, AI Overview "school bag brands": 1. JanSport, 2. The North Face, 3. Fjällräven, 4. Nike, 5. Herschel Not named in any answer: Smiggle and Eastpak. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for school bags worldwide in September 2026? - In September 2026, The North Face gained share of searches among school bags worldwide, from 10.7% to 12.3%. - In September 2026, Smiggle rose from 6th to 5th among school bags worldwide. ## Month by month | Month | Smiggle estimated searches | Smiggle Share of Search | Smiggle rank | The North Face estimated searches | The North Face Share of Search | The North Face rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 301K | 0.81% | 5 | 6.7M | 18.1% | 2 | | Nov 2025 | 450K | 0.83% | 5 | 11.1M | 20.6% | 2 | | Dec 2025 | 368K | 0.79% | 5 | 9.1M | 19.6% | 2 | | Jan 2026 | 450K | 1.1% | 5 | 7.4M | 17.6% | 2 | | Feb 2026 | 246K | 0.73% | 6 | 5M | 14.7% | 2 | | Mar 2026 | 246K | 0.63% | 5 | 3.7M | 9.6% | 3 | | Apr 2026 | 246K | 0.78% | 5 | 2.7M | 8.6% | 3 | | May 2026 | 301K | 0.93% | 5 | 3.3M | 10.2% | 3 | | Jun 2026 | 368K | 1.2% | 5 | 2.7M | 8.6% | 3 | | Jul 2026 | 450K | 1.4% | 6 | 3.3M | 10.1% | 3 | | Aug 2026 | 450K | 1.3% | 6 | 3.7M | 10.7% | 2 | | Sep 2026 | 301K | 0.91% | 5 | 4.1M | 12.3% | 2 | ## How each brand is measured 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**: Measured on the search term “smiggle”. - **The North Face**: Measured on the search terms “north face”, “the north face” and “thenorthface”, summed into one figure. - [Smiggle profile](/demand/global-en/brands/smiggle) - [The North Face profile](/demand/global-en/brands/the-north-face) - [All school bags worldwide](/demand/global-en/categories/school-bags): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Smiggle or The North Face more popular in search? 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%. ## Cite this page Brandwave. "Smiggle vs The North Face: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/smiggle-vs-the-north-face This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/smiggle-vs-the-north-face. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.