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 12.7% of all New Zealand luxury fashion house searches, placing Saint Laurent fifth out of nine houses. When we asked both ChatGPT and Google AI Overviews about luxury fashion houses, Saint Laurent appeared in four of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

Saint Laurent is the fifth most searched of 9 competitors and the third most recommended in AI answers.

  1. Louis VuittonShare of searches 27.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. ChanelShare of searches 16.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. GucciShare of searches 15.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 9th
  4. PradaShare of searches 14%Mentioned in 5 of 5 AI answersPlace in AI recommendations 5th
  5. Saint LaurentShare of searches 12.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

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Top luxury fashion houses in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Saint Laurent was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Saint Laurent is the third most recommended of the nine.

Most recommended by AI

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

  1. Louis Vuitton1st
  2. Chanel2nd
  3. Saint Laurent3rd
  4. Dior4th
  5. Prada5th
  6. Hermès6th
  7. Bottega Veneta7th
  8. Loewe8th
  9. Gucci9th

Mentioned by AI

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

  • Prada5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Louis Vuitton4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Chanel4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gucci4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Saint Laurent4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dior4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bottega Veneta3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hermès2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Loewe2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about luxury fashion houses

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which luxury fashion houses compete with Saint Laurent?

Saint Laurent against luxury fashion houses in New Zealand, by month

Share of searches by month for Louis Vuitton, Chanel, Gucci, Prada, Saint Laurent, Hermès, Dior. The figures are in the table below the chart.

View monthly share of searches table
MonthLouis VuittonChanelGucciPradaSaint LaurentHermèsDiorLoeweBottega Veneta
Oct 202529.7%14.2%17.5%13.4%11.1%7.7%3.5%2%1.1%
Nov 202527.6%14.9%17.2%15.5%12.3%7.1%3.3%1.4%0.75%
Dec 202527.6%17%15.8%15.6%11.4%7.1%3.3%1.3%0.86%
Jan 202629.2%15.5%15.3%14%11.8%8%3.6%1.5%1.1%
Feb 202628.7%16.4%16.2%14.2%11%7.8%3.2%1.5%0.95%
Mar 202629.8%16%15.2%13.3%11.3%8.3%3.4%1.4%1.1%
Apr 202630%15.1%16.1%14.2%10.9%8.2%3.1%1.4%1.1%
May 202627.4%19.5%15.9%12.6%10.1%8.6%3.4%1.4%0.98%
Jun 202625.2%25.7%13.5%11.7%10%8.3%3.4%1.5%0.76%
Jul 202629.1%17.6%14.9%13.8%11%7.9%3.5%1.3%0.82%
Aug 202625.4%18.2%14.5%14.4%11.6%8.2%5.3%1.5%1%
Sep 202627.1%16.6%15.1%14%12.7%7.5%4.4%1.5%1.1%

  1. 1.Louis Vuitton

    27.1%

    Held 1st. 33.5K estimated branded searches, +1.2% vs prior month. Share +1.7 points.

  2. 2.Chanel

    16.6%

    Held 2nd. 20.4K estimated branded searches, -13.4% vs prior month. Share -1.6 points.

  3. 3.Gucci

    15.1%

    Held 3rd. 18.6K estimated branded searches, -1.2% vs prior month. Share +0.6 points.

  4. 4.Prada

    14%

    Held 4th. 17.3K estimated branded searches, -7.2% vs prior month. Share -0.3 points.

  5. 5.Saint Laurent

    12.7%

    Held 5th. 15.7K estimated branded searches, +4.6% vs prior month. Share +1.2 points.

  6. 6.Hermès

    7.5%

    Held 6th. 9.2K estimated branded searches, -13.8% vs prior month. Share -0.8 points.

  7. 7.Dior

    4.4%

    Held 7th. 5.4K estimated branded searches, -21.4% vs prior month. Share -0.9 points.

  8. 8.Loewe

    1.5%

    Held 8th. 1.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Bottega Veneta

    1.1%

    Held 9th. 1.3K estimated branded searches, 0% vs prior month. Share +0.1 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 luxury fashion houses in New Zealand increased from 11.1% to 12.7%.
  • Across the 12 months ending September 2026, Saint Laurent’s share of searches among luxury fashion houses in New Zealand peaked at 12.7% in September 2026 and was lowest at 10% in June 2026.

How did search popularity change for New Zealand luxury fashion houses in September 2026?

6 changes

  1. In September 2026, Louis Vuitton gained share of searches among luxury fashion houses in New Zealand, from 25.4% to 27.1%.

  2. In September 2026, Saint Laurent gained share of searches among luxury fashion houses in New Zealand, from 11.6% to 12.7%.

  3. In September 2026, Gucci gained share of searches among luxury fashion houses in New Zealand, from 14.5% to 15.1%.

  4. In September 2026, Chanel lost share of searches among luxury fashion houses in New Zealand, from 18.2% to 16.6%.

  5. In September 2026, Dior lost share of searches among luxury fashion houses in New Zealand, from 5.3% to 4.4%.

  6. In September 2026, Hermès lost share of searches among luxury fashion houses in New Zealand, from 8.2% to 7.5%.

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%Shown above
designer handbag labels2nd of 820.3%Show ranking
Creator with pink hair and a pink jacket

Is Saint Laurent your brand?

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