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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
- 77
- Questions
- 1,486
- Citations
- 54,112
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.
6,224
domains cited — the widest pool of the 4 engines
Gemini 2,589 · Google AI Mode 1,903 · Perplexity 3,638
Source: Findrix research. 4 AU Fashion & Apparel markets · 1,486 questions · 3 runs per question · measured Sep 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, Google AI Mode and Perplexity name first.
| Fashion & Apparel market | ChatGPT | Gemini | Google AI Mode | Perplexity |
|---|---|---|---|---|
| Activewear & Athletic ApparelDifferent #1 | Nike19.1% | Lululemon14.1% | Lululemon13.7% | Nike8.0% |
| JewelleryDifferent #1 | Tiffany & Co.9.6% | Michael Hill7.7% | Mejuri8.7% | Mejuri5.7% |
| Swimwear & Resortwear | Speedo24.4% | Speedo18.0% | Speedo15.9% | Speedo7.3% |
| Women's Everyday Fashion | Cotton On Body37.4% | Cotton On Body36.3% | Cotton On Body35.2% | Cotton On Body28.4% |
03 · Market landscape
Where is ChatGPT most concentrated on a few brands?
Top-3 brands hold 43% of mentions in Activewear & Athletic Apparel and 43% in Swimwear & Resortwear,
but only 32% in Jewellery — the most open Fashion & Apparel market on ChatGPT.
| Fashion & Apparel market | Most named brand | Mention rate Share of questions where the engine names 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 |
|---|---|---|---|---|
| Activewear & Athletic Apparel | Nike | 19.1% | 29 | Highly concentrated |
| Swimwear & Resortwear | Speedo | 24.4% | 39 | Highly concentrated |
| Women's Everyday Fashion | Cotton On Body | 37.4% | 44 | Highly concentrated |
| Jewellery | Tiffany & Co. | 9.6% | 29 | 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 - 3brands in ChatGPT’s top 20
in 2 markets - 74brands 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 |
|---|---|---|---|---|---|
| Cotton On Body | 2 / 4 | 3.5% | Not in top 20 | Not in top 20 | 37.4% |
| Speedo | 2 / 4 | 2.1% | Not in top 20 | 24.4% | Not in top 20 |
| Rip Curl | 2 / 4 | 1.1% | Not in top 20 | 4.4% | Not in top 20 |
| Uniqlo | 1 / 4 | Not in top 20 | Not in top 20 | Not in top 20 | 28.6% |
| Cotton On | 1 / 4 | Not in top 20 | Not in top 20 | Not in top 20 | 21.3% |
| Nike | 1 / 4 | 19.1% | Not in top 20 | Not in top 20 | Not in top 20 |
| Adidas | 1 / 4 | 14.6% | Not in top 20 | Not in top 20 | Not in top 20 |
| Country Road | 1 / 4 | Not in top 20 | Not in top 20 | Not in top 20 | 14.2% |
| Lululemon | 1 / 4 | 12.7% | Not in top 20 | Not in top 20 | Not in top 20 |
| Seafolly | 1 / 4 | Not in top 20 | Not in top 20 | 11.4% | Not in top 20 |
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 | gia.edu | 265 | |
| 2 | whowhatwear.com | 243 | |
| 3 | theiconic.com.au | 211 | |
| 4 | nih.gov | 209 | |
| 5 | uniqlo.com | 204 | |
| 6 | facebook.com | 191 | |
| 7 | cottonon.com | 163 | |
| 8 | rei.com | 160 | |
| 9 | nike.com | 159 | |
| 10 | vogue.com | 150 |
06 · Question intent
What do people ask ChatGPT about Fashion & Apparel?
See what kinds of Fashion & Apparel questions make up the dataset and explore a few examples.
| Intent | Share of questions |
|---|---|
| Solution-aware | 43% |
| Problem-aware | 35% |
| Informational | 11% |
| Branded comparison | 6% |
| Branded sentiment | 4% |
Example prompts
- “What is the performance difference between traditional cotton tops and technical Performance/Technical Sportswear for Fit precision for performance?”Solution-aware
- “Where can I buy highly rated Shorts that offer Fit tailored to male body shape with free returns?”Solution-aware
- “How do seamless gym tights compare to Unisex Tees when prioritizing Style/aesthetic neutrality?”Solution-aware
- “How do seamless gym tights compare to Insulated layers when prioritizing Layering compatibility?”Solution-aware
- “Is Nike a good choice in women's?”Branded sentiment
- “Is Adidas a good choice in men's?”Branded sentiment
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 1,486 buyer questions, each asked three times, and sets ChatGPT next to Gemini, Google AI Mode and Perplexity on the same questions.
“Mention rate” — what does it mean?
The share of buyer questions where ChatGPT names the brand. Each question is asked three times, 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 three times and the results are read as rates with a 95% range. A single answer you get yourself is one sample from the same spread.