From AI search to traditional search – discover the complete fashion landscape
Fashion Intelligence
Fashion Sector Intelligence combines AI search and traditional search data to provide a complete view of how brands perform across modern digital journeys. Dashboard data is updated weekly, with expert market insights and analysis published monthly.
- Market: UK & US
- Search environments: Google search and AI conversational platforms
- Categories analysed: Womenswear | Menswear | Kidswear | Non-gender specific | Footwear | Accessories
- Search dataset: Long-tail informational and transactional queries reflecting real consumer research and purchase behaviour
- Dashboard refresh frequency: Weekly
- Market insights publication: Monthly
Fashion Intelligence Insights
Updated monthly using Pi’s Sector Intelligence data across AI and traditional search visibility. The dashboards are refreshed weekly, while monthly insights highlight the most significant shifts, emerging trends and visibility changes shaping the fashion market. Explore the latest developments in brand discovery, retailer visibility, shopping behavior and creator-led search trends across AI and traditional search. Previous monthly insights are archived below.
Month: May
UK Market Insights
- ASOS, Marks & Spencer and Next formed a clear leadership group across UK fashion search visibility during May, significantly outperforming other fashion retailers across traditional search journeys.
- Sports Direct and Amazon both recorded strong visibility growth during the month, highlighting increasing competition beyond the established fashion leaders and expanding influence from broader retail marketplaces.
- Reddit remained the most visible source across UK fashion AI search, appearing more prominently than Google, YouTube and major fashion publishers, reinforcing the growing role of community-led recommendations in conversational discovery.
- COS emerged as the most frequently mentioned fashion brand across UK AI search conversations, ahead of Uniqlo, Zara and H&M, despite not appearing among the leading traditional search performers.
- Brand sentiment data suggests significant differences in how fashion brands are discussed. COS, Next and New Balance generated overwhelmingly positive conversation, while Zara and H&M attracted substantially higher levels of negative sentiment.
- AI search and traditional search are rewarding different brands. Retailers such as ASOS and Marks & Spencer dominate traditional visibility, while COS, Uniqlo and Zara are capturing a larger share of conversational brand attention.
US Market Insights
- Amazon maintained a commanding lead across US fashion search visibility throughout May, significantly outperforming traditional fashion retailers including Nordstrom, Abercrombie and Gap.
- Fashion discovery in the US increasingly overlaps with broader ecommerce behaviour, with marketplaces and major retailers owning substantial visibility across womenswear, menswear and accessories searches.
- Reddit dominated conversational fashion discovery across AI search, generating almost double the cited visibility of Google and substantially outperforming fashion publications and retailer-owned content.
- No single fashion brand currently dominates US AI conversations. Nike, Uniqlo, Everlane, Zara and H&M all generated similar levels of brand mentions, creating a highly fragmented competitive landscape.
- Several established fashion brands generated strong visibility in AI search despite relatively modest traditional search performance, suggesting conversational discovery is creating new pathways for brand exposure.
- Brand sentiment varied significantly across the market. Everlane, COS, Uniqlo and New Balance generated some of the strongest positive sentiment scores, while Zara and H&M faced notably higher levels of negative discussion.
Want to know how your brand performs?
Explore how your brand ranks across traditional search, AI visibility and brand health signals within the fashion sector, alongside your key competitors inside the Pi platform.
Explore market leaders by industryExplore market leaders across related industries to understand how brands perform across different sectors and where new opportunities are emerging.
Explore market leaders across related industries to understand how brands perform across different sectors and where new opportunities are emerging.
Fashion industry reports and market analysis
Alongside live fashion industry statistics, we publish detailed fashion market reports exploring demand trends, competitive positioning and AI search visibility shifts.
These downloadable fashion industry reports provide structured analysis for brands, agencies and analysts seeking deeper market insight.
Explore all market analysis reports →
How industries use PiExplore how different industries use Pi to track visibility, monitor competitors and improve performance across SEO and AI search.
Explore how different industries use Pi to track visibility, monitor competitors and improve performance across SEO and AI search.
