SI SECTOR INDEX · GLOBAL

Which fashion and apparel brands does SI recommend?

500 fashion and apparel questions tracked in Claude Opus 5.5 answers, with no country given.

Question Model Top mentioned brands
What actually counts as fast fashion and why is it criticised? Awareness ZaraH&MShein
Best running shoes for flat feet and overpronation? Consideration BrooksASICSSaucony
How much should I expect to spend on a decent first suit? Decision SuitsupplySpier & MackayCharles Tyrwhitt
Why are designer clothes so expensive compared to high street stuff? Awareness HermèsLVMHKering
Where can I get decent plain t-shirts that don't shrink? Consideration UniqloMujiHanes
Is it safer to buy a designer bag in store or from a reseller site? Decision FashionphileRebagVestiaire Collective
How does selling clothes on resale apps actually work? Awareness VintedDepopPoshmark
Comfortable women's work shoes I can wear standing all day? Consideration DanskoClarksEcco
Where can I drop off old clothes that are too worn to donate? Decision H&MZaraThe North Face
Why do my feet hurt so much in dress shoes by the end of the day? Awareness EccoClarksRockport
Which clothing brands are genuinely sustainable and not just marketing? Consideration PatagoniaArmedangelsNudie Jeans
Should I buy multipacks of socks or pay more for fewer pairs? Decision Darn ToughBombasUniqlo
How do fast fashion brands make clothes so cheaply? Awareness ZaraH&MShein
Good jeans for skinny guys that aren't super tight? Consideration Levi'sUniqloGap
Which online shops offer free returns on plus-size clothes? Decision ASOSNordstromZappos
What counts as nursing-friendly clothing and what should I look for? Awareness SeraphineBoob DesignH&M
Where do plus-size women find stylish workwear in size 22 and up? Consideration EloquiiUniversal StandardASOS
Are premium-priced leggings worth it or are cheap ones just as good? Decision LululemonCRZ YogaOld Navy
What is raw denim and why do people avoid washing it? Awareness A.P.C.Naked & FamousUniqlo
Which designer handbags hold their value best? Consideration HermèsChanelLouis Vuitton
Cheapest place to stock up on plain t-shirts for the whole family? Decision Fruit of the LoomGildanHanes
What's the difference between a diffusion line and a designer's main line? Awareness ArmaniChloéVersace
Durable kids' trainers that don't fall apart in two months? Consideration New BalanceClarksGeox
Do clothing stores give student discounts and how do I get them? Decision NikeAdidasASOS
Do in-store clothing take-back schemes actually recycle anything? Awareness H&MZaraPrimark
LIVE RANKING Fashion and apparel
  1. 1 Uniqlo 8.6%
  2. 2 Decathlon 4.8%
  3. 3 Vinted 4.8%
  4. 4 ASOS 4.6%
  5. 5 Patagonia 4.6%
  6. 6 Nike 4%
  7. 7 H&M 3.8%
  8. 8 Hermès 3.6%
500 questions · 341 brands · October 2026 See the full ranking

Brand ranking

Visibility rate: answers naming the brand out of the sector's 500 answers. Average position is where in the answer the brand is first named. Only this sector's brands are ranked. Monthly change appears from the second measurement.

#BrandVisibilityAnswersAvg. positionPositiveStageChange
1 Uniqlo 8.6% 43 2.7 100% 2 36 5 –
2 Decathlon 4.8% 24 2.6 100% 0 20 4 –
3 Vinted 4.8% 24 3.1 63% 2 11 11 –
4 ASOS 4.6% 23 2.8 78% 1 15 7 –
5 Patagonia 4.6% 23 2.9 96% 2 17 4 –
6 Nike 4% 20 2.9 75% 0 14 6 –
7 H&M 3.8% 19 2.4 42% 5 9 5 –
8 Hermès 3.6% 18 2.1 33% 4 7 7 –
9 Depop 3.6% 18 3.4 56% 2 9 7 –
10 Adidas 3.2% 16 3.1 75% 0 12 4 –
11 Zara 3.2% 16 3.1 19% 6 6 4 –
12 Levi's 2.8% 14 2.6 71% 1 12 1 –
13 New Balance 2.8% 14 2.7 93% 1 13 0 –
14 Chanel 2.8% 14 2.8 21% 3 4 7 –
15 ASICS 2.6% 13 3.1 85% 2 10 1 –
16 Marks & Spencer 2.6% 13 3.7 100% 0 11 2 –
17 Brooks 2.4% 12 1.9 83% 3 7 2 –
18 Lululemon 2.2% 11 1.6 64% 2 8 1 –
19 Panache 2.2% 11 2.1 100% 0 10 1 –
20 Louis Vuitton 2.2% 11 2.7 36% 1 4 6 –
21 Hoka 2% 10 2.4 100% 1 9 0 –
22 The RealReal 1.8% 9 3.6 56% 2 3 4 –
23 Vestiaire Collective 1.8% 9 3.7 56% 2 3 4 –
24 Shein 1.8% 9 4.2 0% 4 5 0 –
25 Gap 1.6% 8 3.6 88% 0 8 0 –
26 Arc'teryx 1.6% 8 3.6 100% 0 7 1 –
27 Skechers 1.6% 8 4.1 100% 0 8 0 –
28 Old Navy 1.6% 8 4.1 100% 0 6 2 –
29 Clarks 1.4% 7 2.1 100% 1 6 0 –
30 Freya 1.4% 7 2.4 100% 0 6 1 –
31 Hanes 1.4% 7 3.4 86% 0 6 1 –
32 The North Face 1.4% 7 4 71% 0 5 2 –
33 Veja 1.4% 7 4.6 86% 0 7 0 –
34 Eloquii 1.2% 6 2.2 83% 0 5 1 –
35 Girlfriend Collective 1.2% 6 2.3 100% 1 5 0 –
36 Curvy Kate 1.2% 6 3 100% 0 6 0 –
37 Columbia 1.2% 6 3 100% 0 6 0 –
38 Primark 1.2% 6 3.3 67% 1 2 3 –
39 Saucony 1.2% 6 3.7 100% 0 5 1 –
40 Poshmark 1.2% 6 3.8 50% 1 2 3 –
41 Rab 1.2% 6 3.8 100% 0 6 0 –
42 Charles Tyrwhitt 1% 5 1.8 100% 0 4 1 –
43 Abercrombie & Fitch 1% 5 2 100% 1 4 0 –
44 City Chic 1% 5 2.2 100% 0 5 0 –
45 Speedo 1% 5 2.2 100% 1 4 0 –
46 CRZ Yoga 1% 5 2.8 80% 0 3 2 –
47 Muji 1% 5 3.2 100% 0 5 0 –
48 Gildan 1% 5 3.2 80% 0 4 1 –
49 Fashionphile 1% 5 3.2 80% 1 1 3 –
50 Loro Piana 1% 5 3.2 80% 0 5 0 –

Stage column: answers naming the brand in awareness · consideration · decision questions.

Sources SI points to

Sites and platforms the answers suggest checking.

  1. Reddit 9 answers
  2. Good On You 9 answers
  3. Trustpilot 4 answers
  4. TikTok 4 answers
  5. RunRepeat 3 answers
  6. Instagram 2 answers
  7. Project 333 1 answers
  8. Google 1 answers
  9. Google Shopping 1 answers
  10. A Bra That Fits 1 answers
  11. Which? 1 answers
  12. YouTube 1 answers

Organisations named

Public bodies, regulators and associations; they are not ranked as brands.

  1. GOTS 7 answers
  2. ISO 6 answers
  3. ASTM 6 answers
  4. Fairtrade 5 answers
  5. Fashion Revolution 4 answers
  6. Ellen MacArthur Foundation 2 answers
  7. FSC 2 answers
  8. European Union 2 answers
  9. Fair Trade USA 2 answers
  10. GRS 2 answers
  11. B Corp 2 answers
  12. bluesign 2 answers
Brands not in the ranking (40)

Brands the answers named that are not fashion and apparel brands, so they are left out of the ranking.

  1. eBay 24 answers
  2. PayPal 11 answers
  3. Amazon 8 answers
  4. Klarna 5 answers
  5. Afterpay 5 answers
  6. Rakuten 3 answers
  7. Affirm 3 answers
  8. Entrupy 3 answers
  9. UNiDAYS 3 answers
  10. Facebook 3 answers
  11. Student Beans 3 answers
  12. Gore-Tex 2 answers
  13. Honey 2 answers
  14. Facebook Marketplace 2 answers
  15. Aldi 2 answers
  16. Temu 2 answers
  17. TopCashback 2 answers
  18. Lidl 2 answers
  19. Etsy 2 answers
  20. Global Blue 1 answers
  21. WhatsApp 1 answers
  22. Lenzing 1 answers
  23. OxiClean 1 answers
  24. Vitale Barberis Canonico 1 answers
  25. Shimano 1 answers
  26. Guppyfriend 1 answers
  27. WGSN 1 answers
  28. Piñatex 1 answers
  29. DHL 1 answers
  30. Real Authentication 1 answers
  31. Capital One Shopping 1 answers
  32. Planet 1 answers
  33. Vanish 1 answers
  34. Look 1 answers
  35. Cora Ball 1 answers
  36. Pantone 1 answers
  37. Buy Nothing 1 answers
  38. FedEx 1 answers
  39. ShopBack 1 answers
  40. Peloton 1 answers

METHOD

How this ranking is built

01

Questions

The questions are unbranded, in English and give no country, modelled on what people ask on forums, review sites and in the search box; the same set is asked every month.

02

Answers

Every answer in this measurement comes from Claude Opus 5.5, without web search. We record the brands each answer names, their order and the tone.

03

Limits

SI answers vary a little each time and the model's knowledge stops at a point in time, so current prices and campaigns may not show up.

NEXT STEP

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