Who does AI recommend for Fashion online in the UK?
72 AI answers to 21 customer questions in ChatGPT, Gemini, Google AI Mode and AI Overviews.
First measurement · 9 Nov 2026 · weekly from 16 Nov
ASOS and Next are tied at the top.
The ranking
- 1ASOS58%
- 2Nexttied34%
- 3Zaratied27%
- 4Boohootied24%
- 5Uniqlotied21%
- 6H&Mtied19%
- 7Marks & Spencertied18%
- 8PrettyLittleThingtied16%
- 8Vintedtied16%
- 10John Lewistied14%
- 11Depoptied10%
- 12Mangotied9%
- 13Zalandotied8%
- 14Selfridgestied6%
- 15Sheintied4%
Dot = measured share, bar = 95% range. Effective sample: n = 26.
Every AI has its own favourite
Same questions, four AIs: how often each one names the brands. Highlighted: each AI's favourite.
| Brand | ChatGPT | Gemini | AI Mode | AI Overviews |
|---|---|---|---|---|
| ASOS | 57% | 57% | 67% | 52% |
| Next | 43% | 24% | 29% | 38% |
| Zara | 33% | 29% | 24% | 19% |
| Boohoo | 24% | 38% | 19% | 19% |
| Uniqlo | 19% | 19% | 29% | 19% |
| H&M | 29% | 24% | 5% | 19% |
| Marks & Spencer | 24% | 5% | 24% | 19% |
| PrettyLittleThing | 19% | 19% | 19% | 10% |
| Vinted | 14% | 19% | 19% | 10% |
| John Lewis | 19% | 5% | 24% | 10% |
| Depop | 5% | 14% | 14% | 5% |
| Mango | 14% | 10% | 14% | – |
| Zalando | 5% | 10% | 10% | 5% |
| Selfridges | 5% | 10% | 10% | – |
| Shein | – | 10% | – | 5% |
Each AI gives about a quarter of the answers: differences below roughly 20 points may be chance.
All 21 questions and who AI names
Search a question or pick a brand: where is it named, where is it missing?
21 of 21 questions
Which online fashion store has the best range?
- ASOS4/4
- H&M2/4
- Mango2/4
- Shein2/4
- Zalando2/4
- John Lewis1/4
- Marks & Spencer1/4
- Next1/4
- Selfridges1/4
Where can I buy good quality basics online?
- Uniqlo4/4
- John Lewis3/4
- H&M1/4
- Mango1/4
- Marks & Spencer1/4
Which online shop is best for women's fashion?
- ASOS4/4
- Next3/4
- Zara3/4
- Uniqlo2/4
- Boohoo1/4
- H&M1/4
- John Lewis1/4
- Mango1/4
- Marks & Spencer1/4
- Selfridges1/4
Which online store is best for men's clothing?
- ASOS4/4
- Uniqlo3/4
- H&M1/4
- Mango1/4
- Next1/4
- Zalando1/4
- Zara1/4
Which fashion site has the best app?
- ASOS4/4
- Zara4/4
- Depop2/4
- H&M2/4
- Vinted2/4
- Next1/4
Which fashion site has the best sales?
- ASOS4/4
- Boohoo3/4
- Depop1/4
- Marks & Spencer1/4
- PrettyLittleThing1/4
- Shein1/4
- Vinted1/4
Which fashion site has the fastest delivery in the UK?
- ASOS4/4
- Next4/4
- Boohoo3/4
- PrettyLittleThing3/4
- Zara1/4
Where can I buy cheap clothes that still last?
- Uniqlo4/4
- Vinted4/4
- Depop2/4
- Marks & Spencer2/4
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
- asos.comin 17 of 84 answers
- next.co.ukin 10 of 84 answers
- boohoo.comin 9 of 84 answers
- reddit.comin 9 of 84 answers
- marksandspencer.comin 8 of 84 answers
- youtube.comin 8 of 84 answers
- google.comin 7 of 84 answers
- hm.comin 6 of 84 answers
Share of answers with sources that cite the page.
A real answer
What is the best online clothes shop in the UK?
Named, in this order:
1. ASOS 2. Next 3. Zara 4. Mango 5. H&M 6. Uniqlo
Which fashion sites charge for returns now?
Named, in this order:
1. ASOS 2. Zara 3. H&M 4. Boohoo 5. PrettyLittleThing 6. Next 7. Mango
Which fashion sites charge for returns now?
Named, in this order:
1. Zara 2. ASOS 3. Boohoo 4. PrettyLittleThing 5. Marks & Spencer 6. Next 7. John Lewis
What is the best online clothes shop in the UK?
Named, in this order:
1. Uniqlo 2. Next 3. Marks & Spencer 4. Boohoo 5. PrettyLittleThing
How strong is the leader in other industries?
Share of answers naming each industry's leader.
- CRM softwareHubSpot99%
- Mobile plansThree89%
- Accounting & taxQuickBooks79%
- EnergyOctopus Energy76%
- NeobanksStarling Bank69%
- Online brokersTrading 21261%
- Fashion onlineASOS58%
- E-bikesSpecialized53%
- Car insuranceMoneySuperMarket51%
- Travel bookingBooking.com29%
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.aiHow 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