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Research

Which fashion brands AI names in Romania

People ask ChatGPT, Gemini and Perplexity which fashion brands to use. We ask the same 25 questions every day, plain and as 3 types of buyer, and count who gets named.

Live30 days of answers, 25 Aug to 23 Sep 2026

How often each brand is namedChatGPT, Gemini, Perplexity
  1. 1Fashion Days37.8%
  2. 2About You35.9%
  3. 3Answear24.0%
  4. 4Zalando23.9%
  5. 5Decathlon18.5%
Questions asked
25the same ones, every day
Answers read
7,927across 3 AI tools
Source links
55,800pages the answers pointed to
Sites linked to
1,28812,048 separate pages

The main players

Pick one to filter everything below to that brand.

Scoreboard

Who wins each topic

A topic is a group of related questions. Here is how the fashion brands compare on each one.

About You leads 2 of 4 topics on visibility, more than anyone else. The rest are split between 2 others.

Imbracaminte

8 prompts

4 more companies named on this topic.

Incaltaminte

7 prompts

4 more companies named on this topic.

Accesorii

5 prompts

4 more companies named on this topic.

Outlet, reduceri si buget

5 prompts

4 more companies named on this topic.

How often each company is named in that topic’s answers. A dash means AI never named that company on that topic, which is not the same as a zero.

The numbers

How often AI names each brand

Counted from every answer this report has collected.

A brand counts once for every answer that names it, however many times that answer repeats the name. Visibility is that as a percentage, mentions is the plain count, and citations are the links AI gave as its sources.

Every brand is on the charts. Pick one above, or click a bar, to follow it through all three.

Visibility over time

Share of AI answers that mention each brand (average).

Mentions

Total times each brand appears in AI answers.

Total Mentions, all 9 brands

16,067
A bigger report collects more answers, so compare brands inside one report, not across two.

Citations

Sources AI answers cite in support of each brand, from any website, not only the brand's own.

Total Citations, 8 brands with citations

9,775
Counted every time, so a page linked in ten answers counts ten times. A brand can be named often and linked to rarely.
Metric

What share of voice measures

Of everything AI said about fashion brands, how much of it was about each one.

Visibility counts answers: how many name a brand at all. This counts the mentions inside them, so two fashion brands can appear in the same number of answers and still hold very different shares. It only measures what AI says, not visits, clicks or customers, and it splits between the fashion brands in this report, so the shares add up to 100%.

Share of Voice

How the mentions split across the fashion brands in this report.

  • Fashion Days20.6%
  • About You19.6%
  • Answear13.1%
  • Zalando13.1%
  • Decathlon10.1%
  • Others23.5%
Share of voice split across 8 brands
Sentiment

What AI says about each brand

The same answers, read for tone. Is a brand talked about well, neutrally or badly, and on which topics.

How this is measured

  1. 1

    Find the mentions

    From every answer, we keep only the sentences that name the brand.

  2. 2

    Score the tone

    Each of those sentences is scored positive, neutral or negative.

  3. 3

    Average them

    All the mentions average into one score out of 10.

ScalePositive7-10Neutral4-7Negative0-4

Most mentions are neutral, so most brands sit near the middle. A small gap between two scores is not a big difference.

Score per brandEvery brand, across all three AI tools

All fashion brands, weighted by mentions

8.8 / 10

Averaged across 30 days of answers.
Sentiment by topicAll fashion brands, across every topic in this report
Positive100%Neutral0%Negative0%4 topicsA bigger tile means more of mentions across all fashion brands. A deeper colour means better sentiment.
Personas

Who’s asking changes the answer

We ask the same questions as 3 different types of person. The fashion brands that come back are not the same ones.

A persona is the person we ask as, written into the question itself, so AI answers someone in their twenties in a city differently from someone in their fifties in a village. Every question is also asked plain, with nobody attached: that is the Base answer each persona is compared against.

Every question is asked 4 ways

  • PlainNobody attached. This is the Base answer.
  • Tanar urban digital25-34 years oldCityCouple with childrenWorks full time
  • Familist urban stabil35-44 years oldTownCouple with childrenWorks full time
  • Pragmatic rural matur45-54 years oldRuralMulti-generational homeSelf-employed

Same question, same day, same three AI tools.

Who each persona hears about

The fashion brands named most often in each persona’s answers, and how that compares to Base.

Tanar urban digital

25-34 years old · City · Couple with children · Works full time

  1. 1About You44.9%▲ +8
  2. 2Fashion Days38.2%▼ -4.5
  3. 3Answear33.3%▲ +7

Climbs the most here: About You, up 8.0 points on Base, 2nd to 1st.

Familist urban stabil

35-44 years old · Town · Couple with children · Works full time

  1. 1Fashion Days37.8%▼ -4.9
  2. 2About You37.1%▲ +0.2
  3. 3Zalando24.9%▼ -0.3

Climbs the most here: Decathlon, up 8.6 points on Base, 7th to 5th.

Pragmatic rural matur

45-54 years old · Rural · Multi-generational home · Self-employed

  1. 1Fashion Days32.4%▼ -10.4
  2. 2About You24.9%▼ -12
  3. 3Decathlon21.5%▲ +8.3

Climbs the most here: Decathlon, up 8.3 points on Base, 7th to 3rd.

Ranked by how often each brand is named. The number beside it is the change against the same brand’s Base answer, in percentage points.

Sources

Where AI gets its information about fashion brands

AI answers link to the pages they used. Here is what those pages are, and who owns them.

What a source is

A mention is not a source
When AI answers, it names brands and it links to pages. The names are mentions. The pages are the sources it read in order to answer.
Links, pages and sites
One link inside one answer counts once, so a page linked in fifty answers counts fifty times. A page is one web address. A site is where that page lives.
The part you can change
You cannot edit the AI. You can edit your own pages, and you can work to get mentioned on the pages you do not own.

This report collected 55800 source links across 1288 sites and 12048 separate pages.

What kind of sites AI links toEvery source link in this report, by type of site
Brand and product sites
63.5%
Marketplaces
21.7%
Media and blogs
6.8%
Community
4.4%
Other
2.1%
Comparison and review
1.4%
Authority and reference
<0.1%
Adds up to 100% of the links collected. Navy is the sites the fashion brands own themselves. A marketplace counts as somebody else’s site, even though the listing on it is the brand’s own.
Most linked sitesTop 10 of 1,288 sites
  1. glami.ro6.4%
  2. epantofi.ro3.9%
  3. aboutyou.ro3.9%
  4. shopilo.ro3.8%
  5. reddit.com3.4%
  6. zalando.ro3.2%
  7. emag.ro2.8%
  8. decathlon.ro2.7%
  9. trendyol.com2.3%
  10. sportisimo.ro2.0%
Bars are scaled to the longest row, not to 100%, so read the numbers rather than the lengths.

Concentration

34.3%

of all 55,800 source links go to just 10 sites.

AI links to hundreds of sites here, but almost all of the reading happens on a handful of them.

Most linked sites the brands do not ownNews, blogs, comparison, community and reference sites
  1. reddit.com3.4%
  2. blackfriday.ro1.6%
  3. blogintandem.ro1.1%
  4. tpu.ro1.0%
  5. mariuscucu.ro0.7%
  6. wall-street.ro0.5%
  7. cuponescu.ro0.5%
  8. blackfridaymania.ro0.3%
  9. parerimagazin.ro0.3%
  10. techinfus.com0.3%
Places that write about the fashion brands rather than sell for them, so brand sites, shops and marketplaces are all left out. Shares are of every source link in the report, most of which go to the brands’ own sites, so these read small. Bars are scaled to the longest row, not to 100%, so read the numbers rather than the lengths.
Answers

What AI actually said about fashion brands

Every number on this page is counted from answers like these. Open one to read it in full, with the brands it named and the pages it linked to.

9 answers picked at random from the 7,927 we have collected, not a hand-picked selection. The pick changes daily, and each answer is shown exactly as AI returned it.

See where your brand sits among fashion brands in Romania

This report runs on the same tracking our customers use. Point it at your own brand, your competitors, and the questions your buyers actually ask.

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ChatGPT, Gemini and Perplexity, asked every day, answer by answer.