AI visibility for fashion brands
When a customer asks an AI model what to buy, it names only a few brands. Marcel Melzig tracks what AI models recommend in fashion, sportswear and luxury, and what that means for brands that are known but not chosen.
What I track
- 01
Known vs. chosen
Which brands AI models know in a category, and which few they actually recommend.
- 02
Agentic commerce
What changes when AI agents research and shortlist products on the customer’s behalf.
- 03
Own benchmarks and AI audits
Repeatable prompts across categories, read like any other market signal.
Known ≠ chosen.
Being known to a model is not the same as being recommended by it.
Recent read
AI knows every outdoor brand on this list. It recommends only 4.
The benchmark behind the chart above, with 168 comments.
Six signals I read every quarter
AI visibility sits next to luxury, sportswear, resale and channel signals.
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How I help brands
Market Intelligence Brief
A focused answer to one market question: a competitor, a category, a channel or a price band. The numbers, what they mean for your brand, and the decisions they support.
Learn more →Pre-Season Assortment Review
Before the order round or season plan locks, your planned assortment is checked against what the market is buying. Clear keep, cut and push calls.
Learn more →Ongoing Advisory
A sparring partner for brand and commercial teams on positioning, assortment and channel questions, with a direct line when a decision cannot wait.
Learn more →Quick answers
What is AI visibility for a fashion brand?
It describes whether AI models name and recommend a brand when a customer asks for advice in its category. A brand can be known to a model and still not be among the few it recommends.
Who analyses AI visibility for fashion, sportswear and luxury brands?
Marcel Melzig, an independent luxury, sportswear and fashion market analyst based in Germany, tracks what AI models recommend across categories with his own benchmarks and AI audits, and publishes findings on LinkedIn.
How can a brand work with Marcel Melzig on AI visibility?
The start is a 30-minute strategy session. From there, a Market Intelligence Brief can answer one focused question, for example how your brand shows up against competitors in AI recommendations.
