# 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.

## Key numbers

- **13**: Outdoor brands in the benchmark
- **4**: Recommended by AI
- **168**: Comments on the LinkedIn post

## What I track

- **Known vs. chosen**: Which brands AI models know in a category, and which few they actually recommend.
- **Agentic commerce**: What changes when AI agents research and shortlist products on the customer’s behalf.
- **Own benchmarks and AI audits**: Repeatable prompts across categories, read like any other market signal.

## Recent read

- [AI knows every outdoor brand on this list. It recommends only 4.](https://www.linkedin.com/posts/marcelmelzig_ai-knows-every-outdoor-brand-on-this-list-activity-7442857390787567616-TmMe) (LinkedIn · Mar 2026)
- [Six signals I read every quarter](https://marcelmelzig.com/insights) (Insights)
- [Get the next benchmark](https://marketpuls.substack.com/subscribe) (Market Pulse)

## 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.
- **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.
- **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.

## FAQ

**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.

## Next step

Book a 30-minute strategy session: https://calendly.com/marcel-circularlink/30min · Email: marcel@circularlink.eu

Source page: https://marcelmelzig.com/ai-visibility-fashion-brands