From AI search to traditional search – discover the complete fashion landscape

Fashion Intelligence

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Fashion sector intelligence combines AI search and traditional search data to provide a complete view of how brands perform across modern digital journeys.

  • 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

Weekly Fashion insights

Updated weekly using Pi’s Sector Intelligence data across AI and traditional search visibility. Explore the latest shifts shaping the fashion market, from conversational discovery and retailer visibility to creator-led and shopping search trends. Previous weekly insights are archived below.

Week commencing 18 May 2026

UK Market Insights

  • MarksAndSpencer.com moved into the top position for UK fashion traditional search visibility this week with 5.44% share of voice, ahead of ASOS.com and Next.co.uk.
  • Reddit and YouTube lead conversational fashion discovery across the UK market.
  • PrincessPolly.co.uk recorded the strongest traditional search visibility growth across UK fashion searches this week, rising +11 positions week-on-week.
  • Uniqlo leads UK fashion AI brand mentions with 1.55% share, ahead of Next and COS.

US Market Insights

  • Amazon.com continues leading US fashion traditional search visibility with 7.91% share of voice, ahead of YouTube.com and Abercrombie.com.
  • Reddit and TheGoodTrade.com lead conversational fashion discovery across the US market.
  • Lululemon.com and Aritzia.com recorded the strongest traditional search visibility growth across US fashion searches this week, both rising +7 positions week-on-week.
  • H&M leads US fashion AI brand mentions with 1.27% share, ahead of Quince and Everlane.

Previous weekly insights

UK Market Insights

  • Large retailers including ASOS, NEXT and Marks & Spencer continue dominating UK fashion search visibility ahead of individual fashion brands.
  • Reddit, Vogue and Highsnobiety continue shaping conversational fashion discovery across UK search journeys.
  • YouTube continued gaining visibility across UK fashion SERPs this week, signalling continued growth in creator-led and video-first fashion discovery.
  • Uniqlo and NEXT remain among the most referenced fashion brands across conversational recommendations.

US Market Insights

  • Instagram and YouTube both gained conversational visibility across US fashion discovery this week as social-led search journeys continue growing.
  • Windsorstore.com recorded one of the strongest visibility gains across US fashion search, rising +12 positions week-on-week across tracked queries.
  • Reddit and Wikipedia both recorded visibility declines across traditional fashion SERPs despite maintaining strong conversational visibility.
  • Retailers, publishers and creators are all competing for visibility across fashion search, reducing the dominance of individual fashion brands.

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.

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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 →