Brandwave

How popular isSaint Laurent?

In September 2026, people searched for Saint Laurent by name about 15,700 times in New Zealand, an 18% increase from the previous year. These searches made up 20.3% of all New Zealand designer handbag label searches, placing Saint Laurent second out of eight labels. When we asked both ChatGPT and Google AI Overviews about designer handbag labels, Saint Laurent appeared in two of the four answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Saint Laurent is the second most searched of 8 competitors and the third most recommended in AI answers.

  1. Louis VuittonShare of searches 44%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
  2. Saint LaurentShare of searches 20.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  3. Deadly PoniesShare of searches 10.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  4. SabenShare of searches 8.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  5. Status AnxietyShare of searches 6.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top designer handbag labels in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Saint Laurent was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Saint Laurent is the third most recommended of the eight.

Most recommended by AI

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

  1. Deadly Ponies1st
  2. Yu Mei2nd
  3. Saint Laurent3rd
  4. Loewe4th
  5. Saben5th
  6. Louis Vuitton6th
  7. Status Anxiety–
  8. Mimco–

Mentioned by AI

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

  • Deadly Ponies3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Louis Vuitton2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Saint Laurent2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Saben2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Yu Mei2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Loewe2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Status Anxiety0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Mimco0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about designer handbag labels

4 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 designer handbag labels compete with Saint Laurent?

Saint Laurent against designer handbag labels in New Zealand, by month

Share of searches by month for Louis Vuitton, Saint Laurent, Deadly Ponies, Saben, Status Anxiety, Yu Mei, Loewe. The figures are in the table below the chart.

View monthly share of searches table
MonthLouis VuittonSaint LaurentDeadly PoniesSabenStatus AnxietyYu MeiLoeweMimco
Oct 202545.2%16.6%10.3%10.3%7.8%5.4%3%1.4%
Nov 202538.1%16.7%12.4%14.4%9.6%5.3%2%1.5%
Dec 202541.4%16.9%11.8%7.9%9.1%9.6%1.9%1.5%
Jan 202644.1%17.5%11.9%8.2%7.5%7.1%2.3%1.4%
Feb 202644.3%16.8%11.9%9.5%7.4%6.4%2.3%1.5%
Mar 202644.6%16.7%12.6%8.5%8%6.2%2.1%1.3%
Apr 202647.5%16.9%12.7%7.2%6.8%5.3%2.1%1.5%
May 202644.5%16%14%9.8%6.2%5.7%2.3%1.4%
Jun 202641.2%16%12.2%11.6%9.4%6.1%2.4%1.2%
Jul 202646.7%17.3%12.6%7.5%6.7%5.7%2.1%1.3%
Aug 202641.9%18.7%12.4%8.7%7.8%6.9%2.4%1.2%
Sep 202644%20.3%10.6%8.6%6.8%5.7%2.5%1.4%

  1. 1.Louis Vuitton

    44%

    Held 1st. 33.5K estimated branded searches, +1.2% vs prior month. Share +2.1 points.

  2. 2.Saint Laurent

    20.3%

    Held 2nd. 15.5K estimated branded searches, +4.7% vs prior month. Share +1.6 points.

  3. 3.Deadly Ponies

    10.6%

    Held 3rd. 8.1K estimated branded searches, -17.5% vs prior month. Share -1.8 points.

  4. 4.Saben

    8.6%

    Held 4th. 6.5K estimated branded searches, -4.2% vs prior month. Share -0.1 points.

  5. 5.Status Anxiety

    6.8%

    Held 5th. 5.2K estimated branded searches, -15.9% vs prior month. Share -1 points.

  6. 6.Yu Mei

    5.7%

    Held 6th. 4.4K estimated branded searches, -20.4% vs prior month. Share -1.2 points.

  7. 7.Loewe

    2.5%

    Held 7th. 1.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Mimco

    1.4%

    Held 8th. 1.1K estimated branded searches, +11.2% vs prior month. Share +0.2 points.

Compare popularity between Saint Laurent and its closest rivals

Every comparison with Saint Laurent

13 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Saint Laurent in New Zealand rose from 13.3K to 15.7K.
  • Across the 12 months ending September 2026, Saint Laurent’s share of searches among designer handbag labels in New Zealand increased from 16.6% to 20.3%.
  • Across the 12 months ending September 2026, Saint Laurent’s share of searches among designer handbag labels in New Zealand peaked at 20.3% in September 2026 and was lowest at 16% in June 2026.

How did search popularity change for New Zealand designer handbag labels in September 2026?

6 changes

  1. In September 2026, Louis Vuitton gained share of searches among designer handbag labels in New Zealand, from 41.9% to 44%.

  2. In September 2026, Saint Laurent gained share of searches among designer handbag labels in New Zealand, from 18.7% to 20.3%.

  3. In September 2026, Deadly Ponies lost share of searches among designer handbag labels in New Zealand, from 12.4% to 10.6%.

  4. In September 2026, Yu Mei lost share of searches among designer handbag labels in New Zealand, from 6.9% to 5.7%.

  5. In September 2026, Status Anxiety lost share of searches among designer handbag labels in New Zealand, from 7.8% to 6.8%.

  6. Estimated monthly branded searches for Loewe in New Zealand fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

How are Saint Laurent’s branded searches counted?

15 search terms

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

  • saint laurent
  • saint laurent bag
  • saint laurent handbag
  • saint laurent shoes
  • saint laurent wallet
  • saint laurent ysl
  • saintlaurent
  • saintlaurent bag
  • saintlaurent shoes
  • saintlaurent wallet
  • ye saint laurent
  • ysl babycat
  • ysl high heel
  • ysl mon paris
  • ysl y edo

How the Brand Demand Index is measured

Who owns Saint Laurent?

Saint Laurent is owned by Kering. Brandwave also tracks Yves Saint Laurent, Bottega Veneta and Gucci, owned by the same company, in New Zealand.

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

Where does Saint Laurent compete?

Saint Laurent 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
Luxury fashion houses5th of 912.7%Show ranking
designer handbag labels2nd of 820.3%Shown above
Creator with pink hair and a pink jacket

Is Saint Laurent your brand?

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