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 4.4% of all New Zealand waterproof jacket brand searches, placing The North Face fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about waterproof jacket brands, The North Face appeared in two of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

The North Face is the fourth most searched of 7 competitors and the fourth most recommended in AI answers.

  1. KathmanduShare of searches 44.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. MacpacShare of searches 31.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. PatagoniaShare of searches 15.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. The North FaceShare of searches 4.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. Cactus OutdoorShare of searches 3.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top waterproof jacket brands in ChatGPT and Google AI Overviews

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

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. Columbia–
  7. Rab–

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
  • Macpac5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The North Face2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cactus Outdoor2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Columbia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rab0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about waterproof jacket 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 waterproof jacket brands compete with The North Face?

The North Face against waterproof jacket brands in New Zealand, by month

Share of searches by month for Kathmandu, Macpac, Patagonia, The North Face, Cactus Outdoor. The figures are in the table below the chart.

View monthly share of searches table
MonthKathmanduMacpacPatagoniaThe North FaceCactus OutdoorColumbiaRab
Oct 202541.9%36.1%14.3%3.3%3.9%0.36%0.07%
Nov 202547.7%34%12.6%2.9%2.5%0.25%0.05%
Dec 202545.5%37.6%11.6%2.7%2.2%0.3%0.06%
Jan 202642.3%34.5%15.8%3.9%3.1%0.36%0.06%
Feb 202641.6%34.9%16.6%3.3%3.1%0.36%0.08%
Mar 202641.9%36.1%14.3%3.4%3.9%0.32%0.08%
Apr 202645.2%32.2%15.1%3.6%3.5%0.34%0.09%
May 202642.4%35.5%13.5%4.3%3.9%0.39%0.12%
Jun 202643%36.8%11.6%4.8%3.3%0.37%0.07%
Jul 202646.6%32.2%12.4%4.9%3.5%0.32%0.09%
Aug 202643.1%30.5%17.4%5.2%3.3%0.38%0.09%
Sep 202644.9%31.6%15.3%4.4%3.4%0.33%0.07%

  1. 1.Kathmandu

    44.9%

    Held 1st. 57.6K estimated branded searches, -17.6% vs prior month. Share +1.8 points.

  2. 2.Macpac

    31.6%

    Held 2nd. 40.5K estimated branded searches, -18.2% vs prior month. Share +1.1 points.

  3. 3.Patagonia

    15.3%

    Held 3rd. 19.6K estimated branded searches, -30.7% vs prior month. Share -2.1 points.

  4. 4.The North Face

    4.4%

    Held 4th. 5.7K estimated branded searches, -33.6% vs prior month. Share -0.8 points.

  5. 5.Cactus Outdoor

    3.4%

    Held 5th. 4.4K estimated branded searches, -18.5% vs prior month. Share +0.1 points.

  6. 6.Columbia

    0.33%

    Held 6th. 420 estimated branded searches, -32.3% vs prior month. Share -0.1 points.

  7. 7.Rab

    0.07%

    Held 7th. 90 estimated branded searches, -35.7% 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 waterproof jacket brands in New Zealand increased from 3.3% to 4.4%.
  • Across the 12 months ending September 2026, The North Face’s share of searches among waterproof jacket brands in New Zealand peaked at 5.2% in August 2026 and was lowest at 2.7% in December 2025.
  • Across the 12 months ending September 2026, The North Face rose from 5th to 4th among waterproof jacket brands in New Zealand.

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

6 changes

  1. In September 2026, Kathmandu gained share of searches among waterproof jacket brands in New Zealand, from 43.1% to 44.9%.

  2. In September 2026, Macpac gained share of searches among waterproof jacket brands in New Zealand, from 30.5% to 31.6%.

  3. In September 2026, Patagonia lost share of searches among waterproof jacket brands in New Zealand, from 17.4% to 15.3%.

  4. In September 2026, The North Face lost share of searches among waterproof jacket brands in New Zealand, from 5.2% to 4.4%.

  5. Estimated monthly branded searches for Cactus Outdoor in New Zealand fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

  6. Estimated monthly branded searches for Columbia in New Zealand fell 14.3% over 12 measured months, from 490 to 420 in September 2026.

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%Show ranking
Waterproof jacket brands4th of 74.4%Shown above
Backpack brands3rd of 84.7%Show ranking
Snow pants brands4th of 87%Show ranking
Creator with pink hair and a pink jacket

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