In July 2026, we analyzed 14,540 ChatGPT recommendations across 20 apparel and fashion categories to compile the EMARKETER AI Visibility Index. This index tracks how often brands are mentioned and how they rank against competitors. This is the first edition for apparel and fashion. The category breakdown below shows nine of the 20 categories in the index.

Nike led the apparel leaderboard, but its edge was slim. Nike ranked No. 1 overall at 12%, but Patagonia and Uniqlo were close behind at 11% each. The top three also each led two of the index's 20 categories—the only brands to do so. The rest of the top 10 landed between 5% and 7%.

Patagonia was in the top five for more categories than any other brand. It ranked in the top five for six of the index's 20 categories, leading outerwear at 63% and hats and headwear at 31%.

Quince was the newest brand in the overall top 10. Founded in 2018, it ranked No. 7 overall. It also ranked No. 2 in dresses, sitting 3 percentage points behind Reformation, and reached the top five in four categories, matching Uniqlo and J.Crew.

Levi's led denim by the widest margin in the index. It appeared in 74% of denim recommendations. Madewell was 43 percentage points behind, at 31%, marking the largest gap between a category leader and its runner-up.

Sneakers was the most contested category shown. Nike narrowly led New Balance, 58% to 57%, and every brand in the top five appeared in at least a third of sneaker recommendations, with the fifth-place rate being the highest of any category shown.

Celebrity-founded SKIMS led lingerie. SKIMS, which Kim Kardashian cofounded in 2019, led with a 30% mention rate, ahead of Cosabella (25%) and Aerie (20%). Victoria's Secret ranked No. 21, appearing in just 7% of the category's recommendations. The only other celebrity-founded brand in any category top five was Khloé Kardashian's Good American, at No. 5 in denim.

About EMARKETER’s AI Visibility Index

Our AI Visibility Index is based on a structured analysis of ChatGPT recommendations. Upcoming reports and articles will also include Google Gemini. Each query uses standardized prompts (e.g., “best trail running shoes” or “sustainable wide-leg jeans”) spanning product type, attributes, consumer needs, target audience, and price tier. Prompts are built with EMARKETER analysts and researchers and are validated with search volume, so every brand is measured against the same benchmark.

Want a closer look at the AI Visibility Index? EMARKETER PRO subscribers can access in-depth reports featuring further category breakouts, data cuts, and analysis, while PRO+ subscribers can access the complete data set, including monthly updates across every category cut, in the live dashboard.

To learn more about how EMARKETER’s AI Visibility Index can help your brand, including advisory insights that pinpoint what’s shaping your visibility, visit our AI Visibility Index hub.