In Q3 2026, we analyzed 14,540 ChatGPT recommendations across 20 apparel and fashion categories to compile the AI Visibility Index.

AI recommendations for apparel and fashion favor established brands, but visibility is tightly contested and varies sharply by category. Retailer and publisher sources also shape which brands surface, and which land in the top spot.

North America is growing, but steep declines in China and weakness at Jordan continue to weigh on the brand.

Nike topped EMARKETER’s apparel rankings in August as scale, publisher credibility, and wide assortments continued to favor legacy brands.

On and Li Ning use equity and category ownership to pull athletes away from Nike.

In July 2026, we analyzed 14,540 ChatGPT recommendations across 20 apparel and fashion categories to compile the EMARKETER AI Visibility Index.

Retailers pulled out creative stops in July, from Nike's star-studded World Cup campaign to Lego's massive trophy installation in New York City. Here are the brands that broke through the noise, created memorable experiences, and made strategic bets on their future.

Consumers are collecting memberships much faster than they're building habits. The average consumer now belongs to 17.4 loyalty programs, up 60% over the past decade, according to Upside’s “Escaping the loyalty plateau” report. But active participation has risen just 8% over the same period, to 8.4 programs.

Brands can win by focusing on key fan experiences and social-first content.

Nike took advantage of the FIFA World Cup by spotlighting its new, soccer-focused X2 collection through community watch parties and in retail spaces. The effort, which ran through June, shows how retail can expand with targeted experiences that match specific fan interests.

In June, retailers and brands kept experimenting with experiential marketing, cultural partnerships, and strategic pop-ups. The campaigns that stood out tied themselves to sports moments and real consumer engagement. Here are the three retailers that won June’s “Unofficial Monthly Retailer Awards.”

North America improves, but China and merchandising woes linger.

Consumers are increasingly using AI chat to explore purchases before they ever reach a search engine. Those conversations are creating a new layer of intent signals that marketers have only begun to tap into.

As AI-powered search tools become integral to product discovery, retailers face a measurement challenge. Consumers are still researching products, but increasingly bypassing the clicks marketers traditionally relied on. That shift is making it harder for brands to determine which content, publishers, and partners are actually influencing sales.

Gen Z loyalty isn’t driven by reach alone. Brands that prioritize community, cultural relevance, and authentic engagement are setting a new standard for retail marketing.

The brand faces numerous headwinds, including underperformance in China, war in the Middle East, and slowing athleisure sales.

Overall apparel spending is expected to grow, but plus-size chains feel near-term pain.

Retailers that broke through the noise in February didn't necessarily spend the most, they just understood the moment better than their competitors. Here are the three winners from this month’s Unofficial Monthly Retailer Awards, according to a recent episode of “Reimagining Retail.”

This FAQ explores how marketers can reach Gen Alpha amid tightening privacy rules and growing household influence.

Sneaker fans experienced a full-court press at the NBA’s All-Star weekend in Los Angeles this month. Nike's Jordan Brand unleashed a series of activations throughout the city, putting in action a playbook for marketers looking to make a real-world impact on brand enthusiasts.