ARA Luxury Fashion · Q2 2026 · Full Shelf Diagnostic
Three of the fifteen houses we audited are not on this shelf at all.
Why these three lead the shelf
1. Chanelchosen 27× / 10.9% / 4/4 models
Answers iconic, investment and the once-in-a-lifetime occasion: three different questions resolving to one house, which no other name here manages.
2. Louis Vuittonchosen 27× / 10.9% / 4/4 models
Chosen as often as Chanel but across a narrower range: it wins handbags and cultural influence. The monogram is the most documented single object in the category.
3. Hermèschosen 22× / 8.9% / 4/4 models
The fewest questions of the three and the strongest hold on the ones it answers: craft, and holding value. A narrow, uncontested position.
About the AI Shelf
The AI Shelf is the short list of names an AI assistant gives when someone asks what to buy. ChatGPT, Claude, Gemini and Perplexity answer the questions a real buyer asks, and every brand they name lands on the shelf. Your customer sees it before they see yours, and nobody can pay for position on it.
Each time a model chooses a brand over every other brand it could have named, that counts once. 247 choices were made here. Slice size is share of all of them.
10.9%top holding — Chanel and Louis Vuitton, tied
63.2%held by the 15 audited houses
3 of 15never named by any model
The takeaway
Heritage does not carry over automatically. Five houses hold nearly half the shelf, while three of the fifteen we audited, including Ralph Lauren, do not appear on it at all.
In the current ARA IndexNot currently in the ARA Index — shaded by rank, darkest = chosen least often
All 55 brands — the annotated ranking
#
Name
Chosen
Share
Models
Best
Δ
1
Chanel
27
10.9%
4/4
#1
—
2
Louis Vuitton
27
10.9%
4/4
#1
—
3
Hermès
22
8.9%
4/4
#1
—
4
Dior
20
8.1%
4/4
#1
—
5
Gucci
19
7.7%
4/4
#1
—
6
Loewe
11
4.5%
3/4
#1
—
7
Bottega Veneta
10
4.0%
4/4
#2
—
8
Balenciaga
9
3.6%
4/4
#1
—
9
Prada
8
3.2%
3/4
#3
—
10
Valentino
7
2.8%
4/4
#1
—
11
Comme des Garçons
6
2.4%
4/4
#1
—
12
Maison Margiela
6
2.4%
4/4
#1
—
13
The Row
6
2.4%
4/4
#1
—
14
Versace
5
2.0%
4/4
#1
—
15
Elie Saab
4
1.6%
3/4
#3
—
16
Loro Piana
4
1.6%
4/4
#1
—
17
Brunello Cucinelli
3
1.2%
3/4
#3
—
18
Burberry
3
1.2%
3/4
#3
—
19
Saint Laurent
3
1.2%
2/4
#3
—
20
Alexander McQueen
2
0.8%
2/4
#4
—
21
Armani
2
0.8%
2/4
#2
—
22
Brioni
2
0.8%
1/4
#4
—
23
Celine
2
0.8%
2/4
#5
—
24
Issey Miyake
2
0.8%
2/4
#3
—
25
Kiton
2
0.8%
1/4
#3
—
26
Max Mara
2
0.8%
2/4
#6
—
27
Miu Miu
2
0.8%
1/4
#1
—
28
Off-White
2
0.8%
2/4
#1
—
29
Oscar de la Renta
2
0.8%
2/4
#3
—
30
Rick Owens
2
0.8%
1/4
#5
—
31
Schiaparelli
2
0.8%
2/4
#1
—
32
Stella McCartney
2
0.8%
1/4
#6
—
33
Vivienne Westwood
2
0.8%
2/4
#4
—
34
BAPE
1
0.4%
1/4
#6
—
35
Bec + Bridge
1
0.4%
1/4
#7
—
36
Carol Christian Poell
1
0.4%
1/4
#6
—
37
Carolina Herrera
1
0.4%
1/4
#4
—
38
Cult Gaia
1
0.4%
1/4
#5
—
39
Givenchy
1
0.4%
1/4
#5
—
40
Hussein Chalayan
1
0.4%
1/4
#4
—
41
Iris van Herpen
1
0.4%
1/4
#1
—
42
Jil Sander
1
0.4%
1/4
#2
—
43
Julius
1
0.4%
1/4
#7
—
44
Kith
1
0.4%
1/4
#5
—
45
Palm Angels
1
0.4%
1/4
#7
—
46
Rolex
1
0.4%
1/4
#3
—
47
Stone Island
1
0.4%
1/4
#6
—
48
Supreme
1
0.4%
1/4
#4
—
49
Y-3
1
0.4%
1/4
#4
—
50
Yohji Yamamoto
1
0.4%
1/4
#3
—
51
Zimmermann
1
0.4%
1/4
#4
—
52
Zuhair Murad
1
0.4%
1/4
#6
—
53
Moncler
0
0.0%
0/4
—
—
54
Ralph Lauren
0
0.0%
0/4
—
—
55
Tom Ford
0
0.0%
0/4
—
—
ARA · ALGORITHM READINESS ANALYSIS · ARACO.AI — 4 models × 13 buyer questions, top answers per cell. MEASURING AI TRUST IN BRANDS. Naming variants merged before counting: Armani · BAPE. Query counts for merged brands are upper bounds.
