Brandwave

Chanel vs Saint Laurent:Which is more popular?

In September 2026, Chanel had more branded searches than Saint Laurent among luxury fashion houses in New Zealand. Chanel had about 20,500 branded searches, while Saint Laurent had 15,700. Chanel made up 16.6% of all luxury fashion house searches we track, and Saint Laurent accounted for 12.7%. When we asked ChatGPT and Google AI Overviews about luxury fashion houses, Chanel and Saint Laurent each appeared in four of the five answers. Chanel was mentioned before Saint Laurent in three out of four answers.

Among luxury fashion houses in New Zealand in September 2026

Who do people search for more?

Chanel, about 30% more searches than Saint Laurent

Chanel 20.4K searchesSaint Laurent 15.7K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

Chanel in 4 of 5Saint Laurent in 4 of 5

Who does AI recommend more?

Chanel, named ahead of Saint Laurent in 3 of 4 answers

Chanel first in 3Saint Laurent 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 Saint Laurent were each mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Chanel was listed before Saint Laurent 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 Saint Laurent more popular in search?

This chart shows how often people search Google for Chanel and Saint Laurent 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 Saint Laurent among luxury fashion houses in New Zealand, by month

Share of searches by month for Chanel, Saint Laurent. 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 Saint Laurent comparison changed over the last 12 months?

3 findings

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

2 changes

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

  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?

27 search terms

Brandwave collects information about searches that people make online using Chanel’s and Saint Laurent’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

Saint Laurent

15 branded search terms

  • 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

Other head-to-heads among luxury fashion houses

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