Fashion & Clothing,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about fashion & clothing — and record exactly which brands they put forward. Right now, Next owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Next is the default answer.
Named in 28% of fashion & clothing answers, typically in position 3.0. Marks & Spencer follows at 27%, John Lewis at 15%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Next | 28% | 3.0 | 14% | 17% |
| 2 | Marks & Spencer | 27% | 2.2 | 5% | 0% |
| 3 | John Lewis | 15% | 3.0 | 9% | 14% |
| 4 | Primark | 13% | 1.9 | 5% | 17% |
| 5 | Sainsbury's | 13% | 4.4 | 0% | — |
| 6 | Very | 12% | 2.7 | 0% | — |
| 7 | H&M | 12% | 3.7 | 9% | 20% |
| 8 | ASOS | 10% | 4.2 | 18% | 29% |
| 9 | Zara | 8% | 3.4 | 9% | 17% |
| 10 | Tesco | 8% | 5.0 | 0% | 0% |
| 11 | TK Maxx | 8% | 6.6 | 0% | — |
| 12 | ASDA | 7% | 4.8 | 0% | — |
| 13 | Matalan | 5% | 4.7 | 5% | 50% |
| 14 | New Look | 5% | 5.7 | 9% | — |
| 15 | Boohoo | 3% | 2.0 | 0% | — |
Fashion & Clothing is decided on affinity.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In fashion & clothing, John Lewis leads affinity at 124 against Boohoo at 78, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full fashion & clothing desire edition →
The referees of fashion & clothing.
The independent sources AI models cite when answering fashion & clothing questions — the places a brand needs to be seen, reviewed and ranked.
ASOS converts reads into citations. Marks & Spencer doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? ASOS converts 29% of reads; Marks & Spencer just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Next | 28% | 3.0 | 14% | 17% |
| 2 | Marks & Spencer | 27% | 2.2 | 5% | 0% |
| 3 | John Lewis | 15% | 3.0 | 9% | 14% |
| 4 | Primark | 13% | 1.9 | 5% | 17% |
| 5 | Sainsbury's | 13% | 4.4 | 0% | — |
| 6 | Very | 12% | 2.7 | 0% | — |
| 7 | H&M | 12% | 3.7 | 9% | 20% |
| 8 | ASOS | 10% | 4.2 | 18% | 29% |
| 9 | Zara | 8% | 3.4 | 9% | 17% |
| 10 | Tesco | 8% | 5.0 | 0% | 0% |
| 11 | TK Maxx | 8% | 6.6 | 0% | — |
| 12 | ASDA | 7% | 4.8 | 0% | — |
| 13 | Matalan | 5% | 4.7 | 5% | 50% |
| 14 | New Look | 5% | 5.7 | 9% | — |
| 15 | Boohoo | 3% | 2.0 | 0% | — |
The models do not agree on who leads.
Ask about fashion & clothing and the brand you are shown depends on the assistant: Claude → Marks & Spencer, Gemini → Next, ChatGPT → Next. Their top-five lists share just 11% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Marks & Spencer | 30% | 40% | 10% | 30pp |
| Next | 15% | 45% | 25% | 30pp |
| ASOS | 20% | 0% | 10% | 20pp |
| H&M | 15% | 5% | 15% | 10pp |
| John Lewis | 15% | 10% | 20% | 10pp |
| Primark | 10% | 20% | 10% | 10pp |
| Tesco | 5% | 15% | 5% | 10pp |
| New Look | 5% | 10% | 0% | 10pp |
| Very | 5% | 15% | 15% | 10pp |
| Sainsbury's | 15% | 15% | 10% | 5pp |
Editorial carry fashion & clothing.
Every page AI opened while answering, classified by what kind of page it is. Editorial supply the most citations; Reviews convert best — 89% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Editorial | 134 | 64 | 68% |
| How-to guides | 116 | 22 | 84% |
| Listicles | 30 | 4 | 88% |
| Community threads | 26 | 4 | 87% |
| Other | 17 | 30 | 36% |
| Reviews | 16 | 2 | 89% |
| Documentation | 14 | 6 | 70% |
| Product pages | 12 | 6 | 67% |
Structured data is what separates cited from ignored.
Of the fashion & clothing pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 30 percentage points; cites its sources pages fare 64pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 412 | 77% | 149 | 48% | +30pp |
| Named author | 298 | 74% | 263 | 63% | +11pp |
| Updated this year | 200 | 64% | 361 | 72% | -8pp |
| Answer up front | 230 | 62% | 331 | 75% | -13pp |
| Comparison table | 106 | 45% | 455 | 75% | -30pp |
| Hard statistics | 114 | 37% | 447 | 78% | -41pp |
| Cites its sources | 52 | 12% | 509 | 75% | -64pp |
Uniqlo builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. Trutex is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Uniqlo | 31 | 50% | 4 |
| Trutex | 25 | 0% | 3 |
| COS | 25 | 50% | 4 |
| John Lewis | 21 | 9% | 44 |
| Next | 18 | 40% | 10 |
| Matalan | 16 | 50% | 4 |
| Marks & Spencer | 16 | 2% | 125 |
| ASOS | 13 | 29% | 21 |
| School Trends | 13 | 67% | 3 |
| Zara | 13 | 50% | 4 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions fashion & clothing pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Wed, 02 Sep 2026 03:07:17 GMT.