Brandwave

Gucci vs Michael Kors:Which is more popular?

In September 2026, Gucci had more branded searches than Michael Kors among handbag brands in New Zealand. Gucci had about 18,300 branded searches, while Michael Kors had 6,480. Gucci made up 14.4% of all handbag brand searches we track, and Michael Kors accounted for 5.1%. When we asked ChatGPT and Google AI Overviews about handbag brands, Gucci and Michael Kors each appeared in one of the four answers.

Among handbag brands in New Zealand in September 2026

Who do people search for more?

Gucci, about 3 searches for every 1 for Michael Kors

Gucci 18.3K searchesMichael Kors 6.5K searches

Who does AI mention more?

Both were mentioned in 1 of 4 answers.

Gucci in 1 of 4Michael Kors in 1 of 4

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Top handbag brands in ChatGPT and Google AI Overviews

In two ChatGPT questions and two Google AI Overviews, Gucci and Michael Kors were each mentioned in one out of four: not in either of the two ChatGPT answers, but in one of the two Google AI Overviews.

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 Gucci or Michael Kors more popular in search?

This chart shows how often people search Google for Gucci and Michael Kors 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.

Gucci and Michael Kors among handbag brands in New Zealand, by month

Share of searches by month for Gucci, Michael Kors. 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 Gucci and Michael Kors comparison changed over the last 12 months?

3 findings
  • Gucci was ahead of Michael Kors in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Gucci’s share of searches among handbag brands in New Zealand moved from 16.6% to 14.4%, and its estimated monthly branded searches moved from 20.5K to 18.3K.
  • Across the 12 months ending September 2026, Michael Kors’ share of searches among handbag brands in New Zealand moved from 5.3% to 5.1%, and its estimated monthly branded searches moved from 6.6K to 6.5K.

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

2 changes

  1. In September 2026, Gucci gained share of searches among handbag brands in New Zealand, from 13.3% to 14.4%.

  2. In September 2026, Michael Kors rose from 9th to 8th among handbag brands in New Zealand.

How are branded searches counted?

27 search terms

Brandwave collects information about searches that people make online using Gucci’s and Michael Kors’ 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.

Gucci

13 branded search terms

  • gucci
  • gucci bag
  • gucci bloom
  • gucci bloom parfum
  • gucci flora
  • gucci frame
  • gucci guilty
  • gucci handbags
  • gucci m
  • gucci rush
  • gucci shoes
  • gucci sunglasses
  • gucci wallets

Michael Kors

14 branded search terms

  • michael kors
  • michael kors bag
  • michael kors handbag
  • michael kors outfit
  • michael kors pocketbooks
  • michael kors sale
  • michael kors wonderlust
  • michaelkors
  • michaelkors bag
  • michaelkors ca
  • michaelkors handbag
  • michaelkors outlet
  • michaelkors tote
  • michaelkors wallet

How the Brand Demand Index is measured

Other head-to-heads among handbag brands

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