Fashion & Apparel

How 5 leading UK fashion & apparel brands compare on the way generative AI systems perceive them.

Leader

ASOS

Average

5 brands

Range

low / high

51–60

Ranked by AI visibility

Sorted by category rank

Pillar columns show category-relative performance — +N is points above the category average, −N is points below.

Rank	Brand	Band	AI Visibility	Strongest pillar	Weakest pillar
01	ASOS asos.com	Leader	60	Technical & RAG +19	Authority & Citation 0
02	Oh Polly ohpolly.com	Emerging	57	Technical & RAG +19	Entity Resolution −8
03	Sports Direct sportsdirect.com	Challenger	53	Authority & Citation +17	Technical & RAG −19
04	Next next.co.uk	Leader	51	Entity Resolution +1	Technical & RAG −9
05	Boohoo boohoo.com	Challenger	51	Entity Resolution +1	Technical & RAG −9

Considered but not selected

Brands ranked 6-50 by Tranco within Fashion & Apparel that were considered for the Index.

Coming with next refresh

We publish the candidates list as a transparency surface — the next 5-10 brands per category that were considered but did not make the Index, with their Tranco rank.

This is not an extended ranking — these brands have not been audited. The list documents editorial integrity: anyone can see who else was in scope and verify the selection against the methodology.

How the Index works

Each brand is audited by GenSight's 35-signal deterministic scoring engine. Selection is by Tranco rank within category, with cultural-perception classification verifying each brand reads as British — see how brands are selected.

Refresh cadence

Fashion & Apparel composition holds until the annual reshuffle (next: Jan 2027). Audit scores refresh quarterly. Detail pages update at the same URL.

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