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How does ChatGPT answer
Fashion & Apparel questions in Australia?
Explore which brands it recommends, which sources it relies on,
and how its citations vary across Fashion & Apparel markets.
- Fashion & Apparel markets
- 4
- Top-20 brands
- 76
- Questions
- 3,200
- Citations
- 72,253
01 · Engine profile
Where do the engines get
their Fashion & Apparel answers from?
Same markets, same questions — but each engine
builds its answers from its own pool of cited sites.
7,888
domains cited — the widest pool of the 3 engines
Gemini 1,400 · Google AI Mode 902
Source: Findrix research. 4 AU Fashion & Apparel markets · 3,200 questions · 1 run per question · measured Oct 2026.
02 · Engine consensus
Do the engines agree on who
leads each Fashion & Apparel market?
The brand ChatGPT names first in each of the 4 Fashion & Apparel markets, next to what
Gemini and Google AI Mode name first.
| Fashion & Apparel market | ChatGPT | Gemini | Google AI Mode |
|---|---|---|---|
| Activewear & Athletic ApparelDifferent #1 | Nike39.4% | Nike26.9% | Lorna Jane23.0% |
| JewelleryDifferent #1 | Michael Hill19.5% | Michael Hill18.1% | Mejuri16.5% |
| Swimwear & ResortwearDifferent #1 | Quiksilver53.9% | Hunza G50.1% | Hunza G46.9% |
| Women's Everyday FashionDifferent #1 | The Iconic36.8% | Country Road30.3% | The Iconic32.5% |
03 · Market landscape
Where is ChatGPT most concentrated on a few brands?
Top-3 brands hold 23% of mentions in Swimwear & Resortwear and 17% in Activewear & Athletic Apparel,
but only 14% in Jewellery — the most open Fashion & Apparel market on ChatGPT.
| Fashion & Apparel market | Most named brand | Mention rate Share of the engine’s answers in the market that name the brand | Brands mentioned Distinct brands the engine named in this market | Concentration level How much of all mentions go to the three most-named brands |
|---|---|---|---|---|
| Swimwear & Resortwear | Quiksilver | 53.9% | 322 | Medium concentrated |
| Activewear & Athletic Apparel | Nike | 39.4% | 259 | Medium concentrated |
| Women's Everyday Fashion | The Iconic | 36.8% | 406 | Medium concentrated |
| Jewellery | Michael Hill | 19.5% | 435 | Medium concentrated |
04 · Brands
Which brands does ChatGPT recommend across Fashion & Apparel?
See which brands make ChatGPT’s top 20 across Fashion & Apparel markets, and where each brand is most visible.
- 0brands in ChatGPT’s top 20
in 3 or 4 markets - 4brands in ChatGPT’s top 20
in 2 markets - 72brands in ChatGPT’s top 20
in only 1 market
| Brand | Markets present Fashion & Apparel markets where the brand is in ChatGPT’s top 20 | Activewear & Athletic Apparel | Jewellery | Swimwear & Resortwear | Women's Everyday Fashion |
|---|---|---|---|---|---|
| Uniqlo | 2 / 4 | 6.5% | Not in top 20 | Not in top 20 | 33.6% |
| Lorna Jane | 2 / 4 | 23.5% | Not in top 20 | Not in top 20 | 6.3% |
| Patagonia | 2 / 4 | 12.6% | Not in top 20 | 6.9% | Not in top 20 |
| AERE | 2 / 4 | Not in top 20 | Not in top 20 | 4.9% | 11.8% |
| Quiksilver | 1 / 4 | Not in top 20 | Not in top 20 | 53.9% | Not in top 20 |
| Hunza G | 1 / 4 | Not in top 20 | Not in top 20 | 51.0% | Not in top 20 |
| Nike | 1 / 4 | 39.4% | Not in top 20 | Not in top 20 | Not in top 20 |
| The Iconic | 1 / 4 | Not in top 20 | Not in top 20 | Not in top 20 | 36.8% |
| Under Armour | 1 / 4 | 26.8% | Not in top 20 | Not in top 20 | Not in top 20 |
| H&M | 1 / 4 | Not in top 20 | Not in top 20 | Not in top 20 | 25.6% |
05 · Sources
Where does ChatGPT get its Fashion & Apparel recommendations from?
These are the websites most often cited in ChatGPT’s Fashion & Apparel recommendations, and how many markets they appear in.
| # | Source | Citations Times ChatGPT cited the site in Fashion & Apparel answers. Citations are counted per pass over the questions, so engines asked a different number of times can be compared. | Fashion & Apparel markets Markets where the site is cited |
|---|---|---|---|
| 1 | reddit.com | 5,509 | |
| 2 | chatgpt.com | 1,809 | |
| 3 | theiconic.com.au | 1,290 | |
| 4 | news.com.au | 1,140 | |
| 5 | davidjones.com | 1,114 | |
| 6 | target.com.au | 1,029 | |
| 7 | lululemon.com.au | 1,010 | |
| 8 | uniqlo.com | 999 | |
| 9 | nike.com | 986 | |
| 10 | hm.com | 838 |
06 · The questions we asked
What do people ask ChatGPT about Fashion & Apparel?
See what kinds of Fashion & Apparel questions make up the dataset.
| By buying intent / By question type | Question type | Share of questions |
|---|---|---|
| By question type · 3,200 questions | General questions | 14% |
| By question type · 3,200 questions | Use case | 36% |
| By question type · 3,200 questions | Audience | 21% |
| By question type · 3,200 questions | Selection criteria | 19% |
| By question type · 3,200 questions | Problem to solve | 11% |
By question type · 3,200 questions
Example prompts
- “what are the best activewear brands in Australia?”General questions
- “what are the best high impact sports bras in Australia?”General questions
- “what should I buy if I need track pants for athletics and running in Australia?”Use case
- “which running jackets work best for running in the rain in Australia?”Use case
- “how much does squat-proof opacity vary between activewear brands in Australia?”Selection criteria
- “which bike shorts suit pregnant women best in Australia?”Audience
- “I'm dealing with activewear leggings waistband rolling down during pilates in Australia. Which activewear brands should I look at?”Problem to solve
- “how do activewear brands compare on certified UPF50+ sun protection in Australia?”Selection criteria
- “which activewear brands are most popular with crossfitters and functional strength gym-goers in Australia?”Audience
- “running puffer vest makes me overheat and sweat. which running puffer vests should I buy in Australia?”Problem to solve
- “what are the best jewellery brands in Australia?”General questions
- “what should I buy if I need statement earrings for weddings in Australia?”Use case
- “which gold anklets should I choose if clasp security matters most in Australia?”Selection criteria
- “I'm dealing with jewellery brands greenwashing recycled metal claims in Australia. Which jewellery brands should I look at?”Problem to solve
- “which jewellery brands are most popular with slow-fashion consumers seeking handmade Australian artisan jewellery in Australia?”Audience
Frequently asked questions
What does this ChatGPT Fashion & Apparel report measure?
Which brands ChatGPT names when buyers in Australia ask Fashion & Apparel questions, and which websites it cites in those answers. It covers 4 Fashion & Apparel markets and 3,200 buyer questions, each asked once, and sets ChatGPT next to Gemini and Google AI Mode on the same questions.
“Mention rate” — what does it mean?
The share of ChatGPT’s answers to a market’s buyer questions that name the brand. Each question is asked once, and every rate carries a 95% range: when the ranges of two brands overlap, their ranks are not really different.
What does “market concentration” mean?
How much of all brand mentions in a market go to its three most-named brands. When the top three hold most of the mentions, the market is highly concentrated and hard to break into; when mentions are spread over dozens of brands, it is open.
Which Fashion & Apparel markets are included?
4 AU markets measured on ChatGPT: Activewear & Athletic Apparel, Jewellery, Swimwear & Resortwear and Women's Everyday Fashion. Each market has its own question set, its own brands and its own ranking.
Why are only 20 brands shown per market?
Radar publishes the top 20 brands of each engine in each market. A brand missing from a table here can still be named by ChatGPT — just below its top 20.
What counts as a citation?
A link to a website that ChatGPT shows as a source in its answer. We count every cited URL and group them by domain.
Why can ChatGPT mention a brand without citing its website?
Naming a brand and citing a source are separate. ChatGPT often recommends a brand while linking to a publisher, a retailer or an association that wrote about it. That is why the brand ranking and the sources table can tell different stories.
Will I get the same answers if I ask ChatGPT these questions myself?
Not word for word. Answers vary between runs, accounts and locations, which is why every question is asked once and the results are read as rates with a 95% range. A single answer you get yourself is one sample from the same spread.