Brandwave

Coach vs Saben:Which is more popular?

In September 2026, Coach had more branded searches than Saben among handbag brands in New Zealand. Coach had about 25,300 branded searches, while Saben had 11,600. Coach made up 19.8% of all handbag brand searches we track, and Saben accounted for 9.1%. When we asked ChatGPT and Google AI Overviews about handbag brands, Saben appeared in all four answers and Coach in two. Saben was mentioned before Coach in three out of four answers.

Among handbag brands in New Zealand in September 2026

Who do people search for more?

Coach, about 2 searches for every 1 for Saben

Coach 25.3K searchesSaben 11.6K searches

Who does AI mention more?

Saben, mentioned in every answer we collected

Saben in 4 of 4Coach in 2 of 4

Who does AI recommend more?

Saben, named ahead of Coach in 3 of 4 answers

Saben first in 3Coach first in 1

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Top handbag brands in ChatGPT and Google AI Overviews

In two ChatGPT questions and two Google AI Overviews, Saben appeared in all four answers. Coach was mentioned in two out of four: in one of the two ChatGPT answers and in one of the two Google AI Overviews. Saben was listed before Coach in three out of four answers.

Most recommended by AI

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

  1. Saben1st
  2. Deadly Ponies2nd
  3. Coach3rd
  4. Status Anxiety4th
  5. Louis Vuitton5th
  6. Michael Kors6th
  7. Longchamp7th
  8. Gucci8th
  9. Kate Spade9th
  10. Mimco–

Mentioned by AI

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

  • Saben4 of 4Named in 2 of 2 ChatGPT answersNamed in 2 of 2 Google answers
  • Deadly Ponies4 of 4Named in 2 of 2 ChatGPT answersNamed in 2 of 2 Google answers
  • Coach2 of 4Named in 1 of 2 ChatGPT answersNamed in 1 of 2 Google answers
  • Status Anxiety2 of 4Named in 1 of 2 ChatGPT answersNamed in 1 of 2 Google answers
  • Louis Vuitton1 of 4Named in 0 of 2 ChatGPT answersNamed in 1 of 2 Google answers
  • Gucci1 of 4Named in 0 of 2 ChatGPT answersNamed in 1 of 2 Google answers
  • Longchamp1 of 4Named in 1 of 2 ChatGPT answersNamed in 0 of 2 Google answers
  • Michael Kors1 of 4Named in 0 of 2 ChatGPT answersNamed in 1 of 2 Google answers
  • Kate Spade1 of 4Named in 0 of 2 ChatGPT answersNamed in 1 of 2 Google answers
  • Mimco0 of 4Named in 0 of 2 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about handbag brands

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 19, 2026.

Is Coach or Saben more popular in search?

This chart shows how often people search Google for Coach and Saben by name. Each line represents a brand's share of searches for all ten handbag brands we track, month by month, from searches in New Zealand.

Coach and Saben among handbag brands in New Zealand, by month

Share of searches by month for Coach, Saben. The figures are in the table below the chart.

View monthly share of searches table
MonthLouis VuittonCoachGucciSabenStatus AnxietyLongchampDeadly PoniesMichael KorsKate SpadeMimco
Oct 202530.8%12.2%16.6%10.8%6.9%5.1%5.7%5.3%5.3%1.3%
Nov 202525.7%11.9%14.9%14.3%8.4%5%7%5.3%6.2%1.2%
Dec 202527.4%16%14.6%9.1%8.3%4.7%6.5%6.1%6%1.3%
Jan 202629.1%16.1%13.8%9%6.8%6.4%6.5%5.3%5.8%1.2%
Feb 202629%15.5%15.1%10.4%6.3%5.8%6.4%4.8%5.5%1.2%
Mar 202630.3%15.8%14.1%9.6%7%5.4%7.1%4.5%5.2%1.1%
Apr 202630.5%17.5%14.7%8.4%6%5%6.9%4.3%5.5%1.1%
May 202628.3%17.2%14.7%10.3%5.4%4.5%7.5%5%5.9%1%
Jun 202624.5%23%12.3%10.8%6.9%4.9%6.1%4.7%5.7%0.9%
Jul 202627.6%22.3%13%8%5.5%5.6%6.3%5.5%5.3%0.93%
Aug 202625.4%21.4%13.3%9.3%6.4%6.7%6.2%4.9%5.4%0.98%
Sep 202627.9%19.8%14.4%9.1%5.9%5.9%5.6%5.1%5.1%1.1%

How has the Coach and Saben comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Saben took it in November 2025, Coach took it in December 2025.
  • Across the 12 months ending September 2026, Coach’s share of searches among handbag brands in New Zealand moved from 12.2% to 19.8%, and its estimated monthly branded searches moved from 15K to 25.3K.
  • Across the 12 months ending September 2026, Saben’s share of searches among handbag brands in New Zealand moved from 10.8% to 9.1%, and its estimated monthly branded searches moved from 13.3K to 11.6K.

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

2 changes

  1. In September 2026, Coach lost share of searches among handbag brands in New Zealand, from 21.4% to 19.8%.

  2. Estimated monthly branded searches for Saben in New Zealand fell 13% over 12 measured months, from 13.3K to 11.6K in September 2026.

How are branded searches counted?

27 search terms

Brandwave collects information about searches that people make online using Coach’s and Saben’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Coach

8 branded search terms

  • coach bag
  • coach cross bag
  • coach handbag
  • coach shoulder bag
  • coach tabby bag
  • coach tote
  • coach tote bag
  • coach wallet

Saben

19 branded search terms

  • saben
  • saben bag
  • saben briefcase
  • saben coco
  • saben delilah wallet
  • saben frankie
  • saben matilda
  • saben odile
  • saben outlet
  • saben parker
  • saben parker briefcase
  • saben rebe
  • saben roma
  • saben sam wallet
  • saben tilly
  • saben tilly crossbody
  • saben tote
  • saben wallet
  • saben winona

How the Brand Demand Index is measured

Other head-to-heads among handbag brands

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