Brandwave

Chanel vs Louis Vuitton:Which is more popular?

In September 2026, Louis Vuitton had more branded searches than Chanel among luxury fashion houses in New Zealand. Louis Vuitton had about 33,500 branded searches, while Chanel had 20,500. Louis Vuitton made up 27.1% of all luxury fashion house searches we track, and Chanel accounted for 16.6%. When we asked ChatGPT and Google AI Overviews about luxury fashion houses, Chanel and Louis Vuitton each appeared in four of the five answers. Louis Vuitton was mentioned before Chanel in three out of four answers.

Among luxury fashion houses in New Zealand in September 2026

Who do people search for more?

Louis Vuitton, about 64% more searches than Chanel

Louis Vuitton 33.5K searchesChanel 20.4K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

Chanel in 4 of 5Louis Vuitton in 4 of 5

Who does AI recommend more?

Louis Vuitton, named ahead of Chanel in 3 of 4 answers

Louis Vuitton first in 3Chanel first in 1

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Top luxury fashion houses in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Chanel and Louis Vuitton were each mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Louis Vuitton was listed before Chanel in three out of four answers.

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.

Is Chanel or Louis Vuitton more popular in search?

This chart shows how often people search Google for Chanel and Louis Vuitton by name. Each line represents a brand's share of searches for all nine luxury fashion houses we track, month by month, from searches in New Zealand.

Chanel and Louis Vuitton among luxury fashion houses in New Zealand, by month

Share of searches by month for Louis Vuitton, Chanel. 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%

How has the Chanel and Louis Vuitton comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Chanel took it in June 2026, Louis Vuitton took it in July 2026.
  • Across the 12 months ending September 2026, Chanel’s share of searches among luxury fashion houses in New Zealand moved from 14.2% to 16.6%, and its estimated monthly branded searches moved from 17K to 20.4K.
  • Across the 12 months ending September 2026, Louis Vuitton’s share of searches among luxury fashion houses in New Zealand moved from 29.7% to 27.1%, and its estimated monthly branded searches moved from 35.8K to 33.5K.

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

2 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, Chanel lost share of searches among luxury fashion houses in New Zealand, from 18.2% to 16.6%.

How are branded searches counted?

24 search terms

Brandwave collects information about searches that people make online using Chanel’s and Louis Vuitton’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.

Chanel

12 branded search terms

  • bleu de chanel
  • chanel
  • chanel bag
  • chanel chance
  • chanel coco parfum
  • chanel handbag
  • chanel parfume
  • chanel shoes
  • chanel sunglasses
  • chanel wallet
  • chanel water
  • coco chanel

Louis Vuitton

12 branded search terms

  • imagination louis vuitton
  • louis vuitton
  • louis vuitton imagination
  • louis vuitton neverfull
  • louisvuitton
  • lv
  • lv belt
  • lv perfume
  • lv purse
  • lv scarf
  • lv shoes
  • lv sunglasses

How the Brand Demand Index is measured

Other head-to-heads among luxury fashion houses

Creator with pink hair and a pink jacket

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