GEO study
Who wins the summer sales in AI answers
When a shopper asks ChatGPT, Gemini, or Copilot "which brand really has big discounts this summer?", the answer comes down to a few brand names. The study measures which ones: 100 questions that never name a brand, 5 engines, 500 answers dissected across women's premium ready-to-wear.
Free. The study arrives by email within minutes. Study in French.
Étude GEO · Soldes été 2026
Qui gagne les soldes dans les réponses des IA ?
AI visibility · Women's premium fashion. 100 prompts, 5 engines, 500 answers analyzed.
questions asked
AI engines queried
answers analyzed
players tracked
Three findings that upend assumptions
Premium opens only 15% of answers
Across 500 answers to questions tailored for this segment, 2 out of 3 recommend something else: fast fashion, platforms, sportswear. Brands with strong awareness are nearly absent from recommendations. The ground is up for grabs.
Zalando crushes the platform topic
The "big in traffic, invisible in AI" scenario did not happen: Zalando is the most cited player of the study (18.8% of answers), the most often cited first, and captures 60% of "platform" answers.
"The luxury alternative" is preempted
On "luxury without the price" questions, COS (42% of answers) and Massimo Dutti (32%) clearly outpace every French brand in the segment, despite their positioning. 2.3 times more visible: COS vs Sandro.
The overall ranking of AI visibility
Share of the 500 answers citing each tracked player, all intents combined. A distributor on top, a digital-native brand right behind, and an international brand on the podium.
AI visibility, % of the 500 answers
Table of contents
Methodology & study figures
100 conversational prompts across 6 purchase intents, submitted to ChatGPT, Gemini Search, Claude, Copilot, and Perplexity via Nanga, at the height of the final markdowns.
Key takeaways
4 figures that sum up the summer, and the 500 answers in one picture: who gets cited first, answer by answer.
AI visibility ranking
The overall ranking of the 19 tracked players, from Zalando (18.8%) to the established brand that is entirely invisible.
Visibility map
Citation frequency against position in the answer: who holds the power zone, who gets cited but too late.
Zoom by intent
Six questions, six different podiums: sales in general, aggressive markdowns, summer pieces, platforms, premium alternative, durability.
Strengths & territories matrix
Each player's visibility on each intent, and the territories with no established leader.
Engine comparison
ChatGPT, premium's best ally; Copilot pulling the market toward ultra-discount: five engines, five visions of the market.
Who wins the citation
Typology of the 437 cited source links: merchant sites, fashion press, Reddit, institutional. The domains ChatGPT cites the most.
Competitive landscape
Premium against fast fashion and platforms, and the share of voice among the segment's brands.
Analysis: why this ranking
What Zalando checks off for the machine, "quiet luxury" preempted by COS, the price of Sézane's anti-sales strategy.
What it changes for you
3 lessons for a premium brand: awareness does not protect you, the luxury alternative is up for grabs, practical answers are a blind spot.
Action plan
Audit your AI visibility, occupy the corpus that feeds the answers, make your site citable, measure continuously: where to start, effort by effort.
Who this study is for
Women's premium and contemporary ready-to-wear brands
Retailers, platforms, and department stores in fashion
CMOs and marketing leadership arbitrating the visibility budget
SEO and content teams extending their scope to GEO
AIs do not recommend well-known brands: they recommend documented brands. Houses established for 20 years reach 0 to 2% AI visibility while COS hits 42% on the most strategic intent.
Get the full study
The PDF version, with the complete ranking, the strengths & territories matrix, the 5-engine comparison, the source analysis, and the action plan, lands directly in your inbox as an attachment.
Free. The study arrives by email within minutes. Study in French.