Brandwave

How popular isMitchell & Ness?

In September 2026, people searched for Mitchell & Ness by name about 720 times in New Zealand, a 28% decrease from the previous year. These searches made up 13.1% of all New Zealand cap brand searches, placing Mitchell & Ness third out of five brands. When we asked both ChatGPT and Google AI Overviews about cap brands, Mitchell & Ness did not appear in any of the answers.

Search and AI answers in September 2026

Mitchell & Ness is the third most searched of 5 competitors and not listed in any AI answer.

  1. New EraShare of searches 58.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. AS ColourShare of searches 14.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. Mitchell & NessShare of searches 13.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. PatagoniaShare of searches 9.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. FlexfitShare of searches 4.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top cap brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mitchell & Ness 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. New Era1st
  2. AS Colour2nd
  3. Patagonia3rd
  4. Mitchell & Ness–
  5. Flexfit–

Mentioned by AI

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

  • New Era5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AS Colour3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Patagonia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mitchell & Ness0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Flexfit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cap brands

5 answers

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 cap brands compete with Mitchell & Ness?

Mitchell & Ness against cap brands in New Zealand, by month

Share of searches by month for New Era, AS Colour, Mitchell & Ness, Patagonia, Flexfit. The figures are in the table below the chart.

View monthly share of searches table
MonthNew EraAS ColourMitchell & NessPatagoniaFlexfit
Oct 202555.8%11.2%17.5%10.1%5.4%
Nov 202550.6%14.6%19.9%10.8%4.1%
Dec 202553.3%12.5%17%12.5%4.6%
Jan 202652.9%12.9%16.6%12.9%4.6%
Feb 202656.6%13%14.7%11.8%3.9%
Mar 202659.6%10.1%13.9%12.4%4.1%
Apr 202658.8%11%15.2%11%4%
May 202658.9%11%18.6%7.4%4%
Jun 202660.2%12.1%16.6%7.2%4%
Jul 202662.9%10.6%14.7%8.6%3.3%
Aug 202660.8%11.1%15.3%8.2%4.5%
Sep 202658.2%14.2%13.1%9.7%4.7%

  1. 1.New Era

    58.2%

    Held 1st. 3.2K estimated branded searches, -8.6% vs prior month. Share -2.6 points.

  2. 2.AS Colour

    14.2%

    Moved from 3rd to 2nd. 780 estimated branded searches, +21.9% vs prior month. Share +3.1 points.

  3. 3.Mitchell & Ness

    13.1%

    Moved from 2nd to 3rd. 720 estimated branded searches, -18.2% vs prior month. Share -2.2 points.

  4. 4.Patagonia

    9.7%

    Held 4th. 530 estimated branded searches, +12.8% vs prior month. Share +1.5 points.

  5. 5.Flexfit

    4.7%

    Held 5th. 260 estimated branded searches, 0% vs prior month. Share +0.2 points.

Compare popularity between Mitchell & Ness and its closest rivals

Every comparison with Mitchell & Ness

4 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Mitchell & Ness in New Zealand fell from 1K to 720.
  • Across the 12 months ending September 2026, Mitchell & Ness’ share of searches among cap brands in New Zealand decreased from 17.5% to 13.1%.
  • Across the 12 months ending September 2026, Mitchell & Ness’ share of searches among cap brands in New Zealand peaked at 19.9% in November 2025 and was lowest at 13.1% in September 2026.
  • Across the 12 months ending September 2026, Mitchell & Ness fell from 2nd to 3rd among cap brands in New Zealand.

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

5 changes

  1. In September 2026, AS Colour overtook Mitchell & Ness to rank 2nd among cap brands in New Zealand, with 14.2% of the searches.

  2. In September 2026, Patagonia gained share of searches among cap brands in New Zealand, from 8.2% to 9.7%.

  3. In September 2026, New Era lost share of searches among cap brands in New Zealand, from 60.8% to 58.2%.

  4. In September 2026, Mitchell & Ness lost share of searches among cap brands in New Zealand, from 15.3% to 13.1%.

  5. Estimated monthly branded searches for Flexfit in New Zealand fell 16.1% over 12 measured months, from 310 to 260 in September 2026.

How are Mitchell & Ness’ branded searches counted?

1 search term

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

  • mitchell ness

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How the Brand Demand Index is measured

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