Brandwave

How popular isThe North Face?

In September 2026, people searched for The North Face by name about 6,250 times in New Zealand, a 23.5% increase from the previous year. These searches made up 3.2% of all New Zealand outdoor clothing brand searches, placing The North Face seventh out of 12 brands. When we asked both ChatGPT and Google AI Overviews about outdoor clothing brands, The North Face appeared in three of the five answers and was the fourth most recommended of the 12.

Search and AI answers in September 2026

The North Face is the seventh most searched of 12 competitors and the fourth most recommended in AI answers.

  1. KathmanduShare of searches 31.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. MacpacShare of searches 26.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. PatagoniaShare of searches 10.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. Arc'teryxShare of searches 9.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th
  5. The North FaceShare of searches 3.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

+7 more

The North Face website (opens in a new tab)

Follow The North Face and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top outdoor clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. The North Face is the fourth most recommended of the 12.

Most recommended by AI

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

  1. Kathmandu1st
  2. Macpac2nd
  3. Patagonia3rd
  4. The North Face4th
  5. Cactus Outdoor5th
  6. Icebreaker6th
  7. Earth Sea Sky7th
  8. Mons Royale8th
  9. Swanndri9th
  10. Rab10th
  11. +2 more

Mentioned by AI

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

  • Kathmandu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cactus Outdoor4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The North Face3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mons Royale2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rab2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Icebreaker2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arc'teryx1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Swanndri1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about outdoor clothing 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 19, 2026.

Which outdoor clothing brands compete with The North Face?

The North Face against outdoor clothing brands in New Zealand, by month

Share of searches by month for Kathmandu, Macpac, Patagonia, Arc'teryx, Swanndri, Mons Royale, The North Face, Cactus Outdoor, Earth Sea Sky. The figures are in the table below the chart.

View monthly share of searches table
MonthKathmanduMacpacPatagoniaArc'teryxSwanndriMons RoyaleThe North FaceCactus OutdoorEarth Sea SkyColumbiaRabIcebreaker
Oct 202531.6%32.7%10.4%6.4%8.1%2.8%2.7%3%1.1%0.44%0.34%0.4%
Nov 202536%30.8%9.3%5.8%9%3.2%2.3%1.9%0.85%0.34%0.23%0.31%
Dec 202534.9%35.2%8.7%5.5%7%2.9%2.2%1.8%0.82%0.39%0.24%0.25%
Jan 202632.6%32.9%11.9%6.5%5.5%2.7%3.2%2.4%1.1%0.51%0.32%0.32%
Feb 202631.4%32.6%12.2%6.2%6.8%3.2%2.7%2.4%1.1%0.59%0.44%0.35%
Mar 202631.5%32.2%10.3%5.6%8.4%3.9%2.6%3%1.1%0.56%0.43%0.43%
Apr 202632.9%28.6%10.4%5.8%10.8%3.5%2.8%2.5%1.1%0.72%0.52%0.37%
May 202630.7%29.9%8.9%5.8%11.6%3.7%3.2%2.7%1.1%1.3%0.51%0.42%
Jun 202631.2%30%7.8%6.5%12.1%3.1%4.1%2.3%1.2%0.89%0.4%0.36%
Jul 202633.4%26.5%8.3%7.2%10.6%4%4.8%2.5%1.3%0.58%0.46%0.42%
Aug 202630.4%25.3%11.4%9%10.3%4.6%4.2%2.3%0.97%0.56%0.45%0.44%
Sep 202631.5%26.9%10.1%9.1%8.6%4.8%3.2%2.5%2.1%0.44%0.43%0.39%

  1. 1.Kathmandu

    31.5%

    Held 1st. 61.2K estimated branded searches, -18.7% vs prior month. Share +1 points.

  2. 2.Macpac

    26.9%

    Held 2nd. 52.3K estimated branded searches, -16.5% vs prior month. Share +1.6 points.

  3. 3.Patagonia

    10.1%

    Held 3rd. 19.6K estimated branded searches, -30.7% vs prior month. Share -1.4 points.

  4. 4.Arc'teryx

    9.1%

    Moved from 5th to 4th. 17.8K estimated branded searches, -20.2% vs prior month. Share +0.1 points.

  5. 5.Swanndri

    8.6%

    Moved from 4th to 5th. 16.8K estimated branded searches, -33.9% vs prior month. Share -1.6 points.

  6. 6.Mons Royale

    4.8%

    Held 6th. 9.3K estimated branded searches, -18.3% vs prior month. Share +0.2 points.

  7. 7.The North Face

    3.2%

    Held 7th. 6.3K estimated branded searches, -40% vs prior month. Share -1 points.

  8. 8.Cactus Outdoor

    2.5%

    Held 8th. 4.8K estimated branded searches, -17.3% vs prior month. Share +0.1 points.

  9. 9.Earth Sea Sky

    2.1%

    Held 9th. 4.1K estimated branded searches, +69.7% vs prior month. Share +1.1 points.

  10. 10.Columbia

    0.44%

    Held 10th. 860 estimated branded searches, -38.1% vs prior month. Share -0.1 points.

  11. 11.Rab

    0.43%

    Held 11th. 830 estimated branded searches, -25.9% vs prior month. Share 0 points.

  12. 12.Icebreaker

    0.39%

    Held 12th. 760 estimated branded searches, -30.3% vs prior month. Share 0 points.

Compare popularity between The North Face and its closest rivals

Every comparison with The North Face

19 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for The North Face in New Zealand rose from 5.1K to 6.3K.
  • Across the 12 months ending September 2026, The North Face’s share of searches among outdoor clothing brands in New Zealand increased from 2.7% to 3.2%.
  • Across the 12 months ending September 2026, The North Face’s share of searches among outdoor clothing brands in New Zealand peaked at 4.8% in July 2026 and was lowest at 2.2% in December 2025.
  • Across the 12 months ending September 2026, The North Face rose from 8th to 7th among outdoor clothing brands in New Zealand.

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

6 changes

  1. In September 2026, Macpac gained share of searches among outdoor clothing brands in New Zealand, from 25.3% to 26.9%.

  2. In September 2026, Earth Sea Sky gained share of searches among outdoor clothing brands in New Zealand, from 0.97% to 2.1%.

  3. In September 2026, Kathmandu gained share of searches among outdoor clothing brands in New Zealand, from 30.4% to 31.5%.

  4. In September 2026, Swanndri lost share of searches among outdoor clothing brands in New Zealand, from 10.3% to 8.6%.

  5. In September 2026, Patagonia lost share of searches among outdoor clothing brands in New Zealand, from 11.4% to 10.1%.

  6. In September 2026, The North Face lost share of searches among outdoor clothing brands in New Zealand, from 4.2% to 3.2%.

How are The North Face’s branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using The North Face’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.

  • borealis the north face
  • the north face
  • the north face daypack
  • the north face fleece
  • the north face jacket
  • the north face puffer
  • the north face raincoat
  • the north face sale
  • the north face vest
  • thenorthface
  • thenorthface jacket

Do you work for The North Face? 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 The North Face compete?

The North Face is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Outdoor clothing brands7th of 123.2%Shown above
Waterproof jacket brands4th of 74.4%Show ranking
Backpack brands3rd of 84.7%Show ranking
Snow pants brands4th of 87%Show ranking
Creator with pink hair and a pink jacket

Is The North Face 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.

Start free