DE
← kennt.ai Visibility Index Germany

Who does AI recommend for Fashion online?

144 AI answers to 45 customer questions in ChatGPT, Gemini, Google AI Mode and AI Overviews.

First measurement · 8 – 9 Nov 2026 · weekly from 16 Nov

Zalando and H&M are tied at the top.

The ranking

  1. 1Zalando49%
  2. 2H&Mtied34%
  3. 3ABOUT YOUtied33%
  4. 4ASOStied29%
  5. 5Zaratied19%
  6. 6Breuningertied16%
  7. 7Vintedtied15%
  8. 8OTTOtied12%
  9. 9UNIQLOtied11%
  10. 10bonprixtied10%
  11. 11Amazontied7%
  12. 12Temutied7%
  13. 13Mytheresatied6%
  14. 14SHEINtied6%
  15. 15Zalando Loungetied2%

Dot = measured share, bar = 95% range. Effective sample: n = 71.

ShareLinkedInXE-Mail

Every AI has its own favourite

Same questions, four AIs: how often each one names the brands. Highlighted: each AI's favourite.

BrandChatGPTGeminiAI ModeAI Overviews
Zalando49%53%50%43%
H&M32%36%36%31%
ABOUT YOU38%41%33%18%
ASOS19%34%41%21%
Zara20%20%15%19%
Breuninger15%17%10%19%
Vinted11%16%20%9%
OTTO8%17%10%10%
UNIQLO8%10%15%13%
bonprix18%12%3%8%
Amazon1%8%9%15%
Temu5%7%7%6%
Mytheresa3%6%11%4%
SHEIN8%8%7%6%
Zalando Lounge1%3%6%–

Each AI gives about a quarter of the answers: differences below roughly 20 points may be chance.

All 45 questions and who AI names

Search a question or pick a brand: where is it named, where is it missing?

45 of 45 questions

  1. Welcher Online-Shop für Mode ist der beste in Deutschland?

    • Zalando8/8
    • ABOUT YOU7/8
    • H&M7/8
    • Breuninger6/8
    • ASOS5/8
    • UNIQLO4/8
    • Amazon3/8
    • Mytheresa3/8
    • OTTO2/8
    • bonprix1/8
    • SHEIN1/8
    • Temu1/8
    • Vinted1/8
    • Zara1/8

  2. Welcher Modeshop hat die schnellste Lieferung?

    • Zalando8/8
    • ASOS6/8
    • H&M6/8
    • OTTO5/8
    • Amazon4/8
    • Zara4/8
    • Mytheresa3/8
    • ABOUT YOU2/8
    • UNIQLO1/8

  3. Welche Online-Shops für Mode sind seriös und zuverlässig?

    • ABOUT YOU4/4
    • H&M4/4
    • Zalando4/4
    • Breuninger3/4
    • UNIQLO3/4
    • ASOS2/4
    • OTTO2/4
    • Zara2/4
    • bonprix1/4
    • Mytheresa1/4

  4. Wo finde ich online die größte Auswahl an Markenkleidung?

    • ABOUT YOU8/8
    • ASOS8/8
    • Zalando8/8
    • Breuninger7/8
    • Mytheresa2/8
    • Amazon1/8

  5. Welche Modeshops bieten Kauf auf Rechnung an?

    • ABOUT YOU3/3
    • OTTO3/3
    • Zalando3/3
    • bonprix2/3
    • H&M1/3

  6. Welche Modeshops haben die kundenfreundlichsten Rückgabebedingungen?

    • ABOUT YOU8/8
    • Zalando8/8
    • H&M7/8
    • Zara7/8
    • ASOS4/8
    • UNIQLO3/8
    • Breuninger2/8
    • OTTO2/8
    • bonprix1/8
    • SHEIN1/8

  7. Welche Billig-Modeshops sollte man aus ethischen Gründen meiden?

    • SHEIN8/8
    • Temu8/8
    • H&M7/8
    • Zara7/8
    • Vinted4/8
    • ASOS3/8

  8. Welcher Online-Shop hat die beste Größenberatung?

    • Zalando8/8
    • ABOUT YOU5/8
    • ASOS4/8
    • Breuninger3/8
    • bonprix2/8

Number = answers naming the brand out of all answers to this question. There are few per question: a direction, not a ranking.

The pages AI cites most

  1. zalando.dein 66 of 301 answers
  2. reddit.comin 48 of 301 answers
  3. aboutyou.dein 41 of 301 answers
  4. youtube.comin 39 of 301 answers
  5. asos.comin 32 of 301 answers
  6. c-and-a.comin 31 of 301 answers
  7. peek-cloppenburg.dein 28 of 301 answers
  8. glamour.dein 26 of 301 answers

Share of answers with sources that cite the page.

A real answer

Asked ChatGPT on 9 Nov 2026

Welche Modeshops haben virtuelle Anprobe oder Passform-Tools?

Named, in this order:

1. ABOUT YOU 2. Zalando 3. Zara 4. Breuninger 5. ASOS 6. SHEIN 7. H&M

Asked Gemini on 9 Nov 2026

Welcher Online-Shop für Mode ist der beste in Deutschland?

Named, in this order:

1. Zalando 2. ABOUT YOU 3. Amazon 4. OTTO 5. SHEIN 6. Temu 7. H&M 8. bonprix

Asked AI Mode on 8 Nov 2026

Welcher Online-Shop für Mode ist der beste in Deutschland?

Named, in this order:

1. Zalando 2. ABOUT YOU 3. H&M 4. ASOS 5. Zara 6. UNIQLO 7. Breuninger 8. Mytheresa

Asked AI Overviews on 9 Nov 2026

Welcher Online-Shop für Mode ist der beste in Deutschland?

Named, in this order:

1. Zalando 2. ABOUT YOU 3. Amazon 4. H&M 5. ASOS 6. UNIQLO 7. Mytheresa 8. Breuninger

How strong is the leader in other industries?

Share of answers naming each industry's leader.

  1. CRM softwareHubSpot85%
  2. Mobile plansTelekom83%
  3. Online brokersTrade Republic71%
  4. Accounting & taxLexware Office71%
  5. E-bikesBosch eBike Systems55%
  6. Fashion onlineZalando49%
  7. NeobanksN2646%
  8. Car insuranceAllianz40%
  9. Travel bookingBooking.com30%
  10. EnergyVerivox28%

Is your brand in it, or missing?

Measure what AI says about you: 50 questions of your own, four engines, free for good.

Data wrong or a brand missing? Write to us: hello@kennt.ai

How we measure

Per industry, 50 questions the way customers ask them, without brand names. Each question goes to ChatGPT, Gemini, Google AI Mode and AI Overviews every three days, logged out, from the country measured, in its language.

Visibility = share of answers that name a brand. Answers to the same question are related; the 95% range accounts for that.

"Tied" means two brands' ranges overlap, so the difference may be chance. We only show a change from last week when the ranges don't overlap.

Full methodology