Q2 2026 Apparel Category Benchmark Report

This report presents the Q2 2026 benchmark analysis of the U.S. apparel category, focusing on the Holistic Share of Voice (SOV) among key players. H&M leads the category with a 6.8% share, although it experienced a 7.5% decline in SOV quarter-on-quarter. The report details the competitive landscape, highlighting that Macy's, Kohl's, and Amazon are gaining ground while traditional apparel brands are losing visibility. It outlines the emerging trends in search visibility, particularly the rise of AI Overviews and editorial content, with WhoWhatWear leading in AIO share. The analysis indicates that brands not cited in AIO answers risk becoming invisible to consumers. The report also identifies the primary competitive battlegrounds, emphasizing the importance of diversification across various search surfaces, including Merchant Listings and People Also Ask sections. The findings suggest a significant shift in visibility dynamics within the apparel sector, driven by both retail and editorial influences.