Which women's everyday fashion brands
AI recommends in Australia
Brands ranked by mention rate on ChatGPT, Gemini, Google AI Mode and Perplexity
- Brands
- 44
- Questions
- 398
- Answers
- 4,776
- AI engines
- 4
01 · Brand leader
Top 10 brands by mention rate
No single brand runs away with the category.
Several brands compete for the top places.
| # | Brand | Mention rate Share of questions where ChatGPT names the brand | Share of voice The brand’s share of all brand mentions in the engine’s answers | 95% range The interval the true mention rate most likely falls in | In top 20 of The brand’s place inside each engine’s own top 20 |
|---|---|---|---|---|---|
| 11–2 | Cotton On Body | 37.4% | 22.5% | 32.8–42.3 | ChatGPT1Gemini1Google AI Mode1Perplexity1 |
| 21–3 | Uniqlo | 28.6% | 10.6% | 24.4–33.3 | ChatGPT2Gemini3Google AI Mode3Perplexity2 |
| 32–4 | Cotton On | 21.3% | 8.6% | 17.5–25.6 | ChatGPT3Gemini2Google AI Mode2Perplexity3 |
| 43–7 | Country Road | 14.2% | 5.7% | 11.1–18.0 | ChatGPT4Gemini6Google AI Mode4Perplexity10 |
| 54–10 | Kmart | 10.2% | 3.2% | 7.6–13.6 | ChatGPT5Gemini7Google AI Mode7Perplexity7 |
| 64–13 | Forever New | 9.0% | 3.7% | 6.5–12.2 | ChatGPT6Gemini5Google AI Mode10Perplexity13 |
| 74–16 | Assembly Label | 8.0% | 3.2% | 5.8–11.1 | ChatGPT7Gemini17Google AI Mode6Perplexity16 |
| 85–16 | H&M | 8.0% | 2.6% | 5.7–11.0 | ChatGPT8Gemini11Google AI Mode15Perplexity5 |
| 95–20 | David Jones (owned brands) | 6.8% | 3.6% | 4.7–9.7 | ChatGPT9Gemini4Google AI Mode5Perplexity6 |
| 105–20 | Kmart Australia | 5.4% | 1.8% | 3.6–8.1 | ChatGPT10Gemini9Google AI Mode18Perplexity18 |
| 116–20 | Witchery | 4.9% | 1.6% | 3.1–7.4 | ChatGPT11Gemini12Google AI Mode8Perplexity8 |
| 126–20 | Taking Shape | 4.8% | 2.0% | 3.1–7.3 | ChatGPT12Gemini16 |
| 136–20 | City Chic | 4.3% | 1.7% | 2.7–6.7 | ChatGPT13 |
| 147–20 | Scanlan Theodore | 4.0% | 1.9% | 2.5–6.4 | ChatGPT14Google AI Mode13 |
| 157–20 | Kowtow | 3.9% | 2.0% | 2.4–6.3 | ChatGPT15Gemini13Google AI Mode11Perplexity14 |
| 167–20 | Seed Heritage | 3.6% | 1.5% | 2.2–5.9 | ChatGPT16Gemini18Google AI Mode12 |
| 179–20 | Sportsgirl | 3.4% | 1.2% | 2.0–5.6 | ChatGPT17Gemini8Perplexity15 |
| 189–20 | Zara | 2.9% | 0.9% | 1.7–5.1 | ChatGPT18Google AI Mode17Perplexity4 |
| 199–20 | Boohoo | 2.9% | 1.4% | 1.7–5.1 | ChatGPT19Gemini10Google AI Mode9 |
| 209–20 | Shein | 2.6% | 0.7% | 1.4–4.7 | ChatGPT20Google AI Mode16Perplexity11 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 6 of 15 brands rank in the top 10 of all 4 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | Perplexity | In top 10 of |
|---|---|---|---|---|---|
| Cotton On Body | 1 | 1 | 1 | 1 | ChatGPTGeminiGoogle AI ModePerplexity |
| Uniqlo | 2 | 3 | 3 | 2 | ChatGPTGeminiGoogle AI ModePerplexity |
| Cotton On | 3 | 2 | 2 | 3 | ChatGPTGeminiGoogle AI ModePerplexity |
| Country Road | 4 | 6 | 4 | 10 | ChatGPTGeminiGoogle AI ModePerplexity |
| David Jones (owned brands) | 9 | 4 | 5 | 6 | ChatGPTGeminiGoogle AI ModePerplexity |
| Kmart | 5 | 7 | 7 | 7 | ChatGPTGeminiGoogle AI ModePerplexity |
| Forever New | 6 | 5 | 10 | – | ChatGPTGeminiGoogle AI Mode |
| H&M | 8 | – | – | 5 | ChatGPTPerplexity |
| Assembly Label | 7 | – | 6 | – | ChatGPTGoogle AI Mode |
| Witchery | – | – | 8 | 8 | Google AI ModePerplexity |
| Kmart Australia | 10 | 9 | – | – | ChatGPTGemini |
| Boohoo | – | 10 | 9 | – | GeminiGoogle AI Mode |
| Zara | – | – | – | 4 | Perplexity |
| Sportsgirl | – | 8 | – | – | Gemini |
| Nudie Jeans | – | – | – | 9 | Perplexity |
Rank inside each engine’s own top 10 · a dash means the brand is not in that engine’s top 10.
The rest depend on which engine the buyer opens — so a rank from a single engine is not a market position.
Source: Findrix's research. Where each brand ranks inside every engine's top 10, women's everyday fashion, Australia.
04b · Most cited domains
Which sites each engine cites, and
how much of its answers they carry
| Domain | ChatGPT | Gemini | Google AI Mode | Perplexity |
|---|---|---|---|---|
| google.com | 0.4% | 56.2% | 16.2% | 0.1% |
| youtube.com | 0.8% | <0.1% | 14.5% | 0.3% |
| reddit.com | 1.0% | 0.9% | 2.3% | 10.2% |
| creaturesofhabit.in | <0.1% | 0.6% | 6.5% | 0.1% |
| instagram.com | 0.9% | – | 3.8% | 0.1% |
| uniqlo.com | 3.4% | 0.1% | 1.5% | 0.2% |
| simplystick.com.au | <0.1% | 2.6% | 0.2% | 0.4% |
| whowhatwear.com | 2.6% | 0.3% | 0.2% | 1.4% |
| nytimes.com | – | – | – | 2.4% |
| countryroad.com.au | 1.8% | <0.1% | 0.5% | <0.1% |
| metreclothing.com | 1× | 1.8% | 0.1% | <0.1% |
| textileexchange.org | 1.8% | – | 0.1% | 0.1% |
05 · The questions we asked
398 buyer questions, each
asked three times per engine
This isn’t a branded-prompt study.
80% of questions are problem- or solution-aware.
| Intent | Questions |
|---|---|
| Solution-aware | 160 |
| Problem-aware | 158 |
| Informational | 40 |
| Branded comparison | 24 |
| Branded sentiment | 16 |
By intent
Examples · Solution-aware
“Where can I buy well-fitting Global fast fashion chains (H&M, Zara, Cotton On) online with hassle-free returns for Durability and easy care as of latest information?”
“What are the top-rated casual DTC/Digital-Native Brands collections that cater specifically to Rapid trend turnover as of latest information?”
Examples · Problem-aware
“Why do my basic cotton tees stretch out after a few washes, and what Durability through frequent washing should I look for instead as of latest information?”
“Why do my basic cotton tees stretch out after a few washes, and what Fit consistency should I look for instead as of latest information?”
Examples · Informational
“What are the standard criteria and certifications used to verify Accessible Luxury claims as of latest information?”
“Can you explain the benefits of natural breathable fabrics versus synthetics for everyday Midi & Maxi Casual Dresses as of latest information?”
Examples · Branded comparison
“Ganni vs Zimmermann for print/linen dress styling and price vs Scandinavian design aesthetic as of latest information?”
“Sportsgirl vs Witchery for trend-led blouses vs classic tailored styling as of latest information?”
Examples · Branded sentiment
“Is Scanlan Theodore a good choice in contemporary/premium as of latest information?”
“Is Gorman a good choice in dresses & jumpsuits as of latest information?”
Source: Findrix research. 398 buyer questions by intent, women's everyday fashion, Australia.
05b · By product type
Which product segments
the questions cover
The study doesn’t hinge on one product category.
Questions span 14 women's everyday fashion segments.
| Segment |
|---|
| Bottoms |
| Tops & Blouses |
| Dresses & Jumpsuits |
| Knitwear & Sweaters |
| Jackets & Outerwear |
| Loungewear & Co-ords |
| Accessible Luxury |
| Budget/Ultra-Fast Fashion |
| Contemporary/Premium |
| Mass-Market Fast Fashion |
| Mid-Tier/High Street |
| DTC/Digital-Native Brands |
| Size-Inclusive/Extended Sizing Specialists |
| Sustainable/Ethical Fashion |
14 segments
Examples · Bottoms
“I want to buy high-quality Tailored & Casual Trousers today, which retailers currently offer the best Waist, Hip, and Rise Fit Accuracy as of latest information?”
Examples · Tops & Blouses
“Sportsgirl vs Witchery for trend-led blouses vs classic tailored styling as of latest information?”
Examples · Dresses & Jumpsuits
“Is Gorman a good choice in dresses & jumpsuits as of latest information?”
Examples · Knitwear & Sweaters
“Cotton On vs Uniqlo for budget cardigan/sweater value and basic warmth as of latest information?”
Examples · Jackets & Outerwear
“Is Country Road a good choice in jackets & outerwear as of latest information?”
Examples · Loungewear & Co-ords
“What are the top-rated casual Loungewear & Co-ords collections that cater specifically to Softness of fabric as of latest information?”
Examples · Accessible Luxury
“What are the standard criteria and certifications used to verify Accessible Luxury claims as of latest information?”
Examples · Budget/Ultra-Fast Fashion
“Kmart Australia vs Shein for Immediate in-store availability and sizing consistency vs. ultra-cheap online variety and ultra-fast micro-trends. as of latest information?”
Examples · Contemporary/Premium
“Is Scanlan Theodore a good choice in contemporary/premium as of latest information?”
Examples · Mass-Market Fast Fashion
“Where can I buy well-fitting Global fast fashion chains (H&M, Zara, Cotton On) online with hassle-free returns for Durability and easy care as of latest information?”
Examples · Mid-Tier/High Street
“Seed Heritage vs Sportsgirl for Target demographic maturity, price-to-quality tier, workplace-readiness vs. youthful weekend style. as of latest information?”
Examples · DTC/Digital-Native Brands
“What are the top-rated casual DTC/Digital-Native Brands collections that cater specifically to Rapid trend turnover as of latest information?”
Examples · Size-Inclusive/Extended Sizing Specialists
“Autograph vs City Chic for Trend-driven curve fashion and partywear versus budget-conscious everyday plus-size essentials. as of latest information?”
Examples · Sustainable/Ethical Fashion
“Can you recommend contemporary brands that specialize in Ethical/fair-trade certified labels focused on Ethical labour certification as of latest information?”
Source: Findrix research. 14 product segments covered by the question set, women's everyday fashion, Australia.
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Frequently asked questions
What does this Women's Everyday Fashion AI Search report measure?
Which women's everyday fashion brands ChatGPT, Gemini, Google AI Mode and Perplexity name when buyers in Australia ask them for advice. We asked 398 buyer questions, each three times to each engine, and counted how often every brand appears and which websites the engines cite. Measured Sep 2026.
What does “mention rate” mean?
The share of questions where an engine names the brand in its answer. A 10% mention rate means the brand came up in about one question in ten. Every rate carries a 95% range: the interval the true value most likely falls in.
How are the top Women's Everyday Fashion brands ranked?
By mention rate, separately for each engine — pick the engine above the table. When two brands’ 95% ranges overlap, their order is not really different — tick “Only distinguishable places” to see the ranks the data can actually separate.
Why does a brand rank differently across AI engines?
Each engine retrieves from different sources and weighs them differently, so the brands it knows best differ too. Only 6 of 15 brands make the top 10 of every engine here; the rest depend on which engine the buyer opens.
What counts as a citation?
A link or source an engine shows alongside its answer. We record every cited domain, whether it appears inline or in the source list.
Why can AI mention a brand without citing its website?
Engines learn brand names from reviews, expert sites, retailers and forums, then cite those sources rather than the brand’s own pages. A brand can be named often while its own site is rarely among the sources.
What does “share of citations” mean?
Of all the citations one engine gave across our questions, the share that went to a given domain. The shares of one engine add up to 100%.
What types of Women's Everyday Fashion questions are included?
Questions real buyers ask across 14 product segments, from problem-aware to solution-aware, informational and branded ones. 80% are problem- or solution-aware; this is not a branded-prompt study.
Will I get the same answers if I ask these questions myself?
Not word for word. AI answers vary between runs, accounts and locations, which is why we ask every question three times per engine and report a 95% range instead of a single answer.