Brandwave

How popular isHerschel?

In September 2026, people searched for Herschel by name about 780 times in New Zealand, a 14.3% decrease from the previous year. These searches made up 2.3% of all New Zealand wallet brand searches, placing Herschel fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about wallet brands, Herschel did not appear in any of the answers.

Search and AI answers in September 2026

Herschel is the fourth most searched of 5 competitors and not listed in any AI answer.

  1. Status AnxietyShare of searches 53.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  2. BellroyShare of searches 40.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  3. SecridShare of searches 2.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  4. HerschelShare of searches 2.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. FossilShare of searches 0.54%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top wallet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Herschel did not appear in any of the four answers.

Most recommended by AI

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

  1. Bellroy1st
  2. Status Anxiety2nd
  3. Secrid3rd
  4. Herschel–
  5. Fossil–

Mentioned by AI

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

  • Bellroy3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Status Anxiety2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Secrid2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Herschel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fossil0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about wallet brands

4 answers

  • Asked ChatGPT

    “Which wallet brand should I buy in New Zealand?”

    1. 1Bellroy
    2. 2Status Anxiety

  • Asked ChatGPT

    “What are the best wallet brands in New Zealand?”

    1. 1Bellroy
    2. 2Status Anxiety
    3. 3Secrid

  • Asked ChatGPT

    “What's the best wallet brand in New Zealand for everyday carry?”

    1. 1Bellroy
    2. 2Secrid

  • Searched Google, AI Overview

    “wallet nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “leather wallet”

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

    Which wallet brands compete with Herschel?

    Herschel against wallet brands in New Zealand, by month

    Share of searches by month for Status Anxiety, Bellroy, Secrid, Herschel. The figures are in the table below the chart.

    View monthly share of searches table
    MonthStatus AnxietyBellroySecridHerschelFossil
    Oct 202557.8%37.3%2.1%2.1%0.69%
    Nov 202558%36.7%2.6%2.1%0.59%
    Dec 202564%31.1%2.4%1.9%0.66%
    Jan 202655.8%37.3%3.1%3.1%0.67%
    Feb 202655.9%38%3.1%2.5%0.59%
    Mar 202657%37.9%2.5%2%0.49%
    Apr 202652.8%42%3.5%1.2%0.55%
    May 202651.7%42.1%3.4%2.2%0.54%
    Jun 202661.5%32.9%3.3%1.8%0.59%
    Jul 202654.6%40.4%2.3%1.9%0.78%
    Aug 202656.1%38.8%2.5%2%0.66%
    Sep 202653.6%40.7%2.8%2.3%0.54%

    1. 1.Status Anxiety

      53.6%

      Held 1st. 4.9K estimated branded searches, -16.8% vs prior month. Share -2.5 points.

    2. 2.Bellroy

      40.7%

      Held 2nd. 3.8K estimated branded searches, -8.8% vs prior month. Share +1.9 points.

    3. 3.Secrid

      2.8%

      Held 3rd. 260 estimated branded searches, 0% vs prior month. Share +0.4 points.

    4. 4.Herschel

      2.3%

      Held 4th. 210 estimated branded searches, 0% vs prior month. Share +0.3 points.

    5. 5.Fossil

      0.54%

      Held 5th. 50 estimated branded searches, -28.6% vs prior month. Share -0.1 points.

    Compare popularity between Herschel and its closest rivals

    Every comparison with Herschel

    10 comparisons

    How has branded search demand for Herschel changed in New Zealand over the last 12 months?

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Herschel in New Zealand fell from 910 to 780.
    • Across the 12 months ending September 2026, Herschel’s share of searches among wallet brands in New Zealand peaked at 3.1% in January 2026 and was lowest at 1.2% in April 2026.
    • Across the 12 months ending September 2026, Herschel fell from 3rd to 4th among wallet brands in New Zealand.

    How did search popularity change for New Zealand wallet brands in September 2026?

    5 changes

    1. In September 2026, Bellroy gained share of searches among wallet brands in New Zealand, from 38.8% to 40.7%.

    2. In September 2026, Status Anxiety lost share of searches among wallet brands in New Zealand, from 56.1% to 53.6%.

    3. Herschel’s share of searches among wallet brands in New Zealand has gained ground for 3 months in a row, from 1.8% to 2.3% in September 2026.

    4. Estimated monthly branded searches for Secrid in New Zealand rose 23.8% over 12 measured months, from 210 to 260 in September 2026.

    5. Estimated monthly branded searches for Fossil in New Zealand fell 28.6% over 12 measured months, from 70 to 50 in September 2026.

    How are Herschel’s branded searches counted?

    7 search terms

    Brandwave collects information about searches that people make online using Herschel’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

    • herschel america backpack
    • herschel backpack
    • herschel bag
    • herschel duffle backpack
    • herschel heritage backpack
    • herschel pack
    • herschel travel backpack

    Do you work for Herschel? To request corrections or removal please contact us via our support page and we will be happy to assist.

    How the Brand Demand Index is measured

    Where does Herschel compete?

    Herschel is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Backpack brands6th of 80.65%Show ranking
    Wallet brands4th of 52.3%Shown above
    Creator with pink hair and a pink jacket

    Is Herschel your brand?

    Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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