H&M

Retail

Rank 85 of 120 · hm.com · tracked weekly

Fameproof index · retail

11.0+4.0

The wide pool every company on the board answers. This is what ranks.

H&M Retail average

Claude 4.5

—

Not measured in this run.

ChatGPT (GPT-5)

22.0

Mention rate4%

Prominence1%

Topic coverage75%

Consistency88%

Samples96/96

Gemini 2.5

0.0

Mention rate0%

Prominence0%

Topic coverage0%

Consistency0%

Samples96/96

H&M scores 11.0 out of 100 on the Fameproof index, ranking 85 of 120 companies measured in the run of 5 October 2026. The index is the mean of the per-model scores below.

Visibility is uneven across models: ChatGPT scores it 22.0 while Gemini scores it 0.0, a gap of 22.0 points. A brand that is strong on one model and weak on another has a different problem from one that is mid-table everywhere.

ChatGPT names H&M in 4% of answers and places it early enough to score 1% on prominence; Gemini names it in 0%.

Across the 24-prompt panel there are 24 prompts where at least one model does not name H&M at all — those are the answers a competitor is winning instead, and the table below shows which.

Prompt performance

Position when mentioned

Prompt

GPT

GEM

“Name 10 notable companies in retail.”

—

“Which companies lead the retail market? List up to 10.”

—

“Give a concise primer on the retail industry, naming no more than 10 companies.”

—

“Who are the main players in retail that someone new to the sector should know? Give 10 names.”

—

“List 10 influential companies operating in retail today.”

—

“Name a balanced set of 10 retail companies worth knowing about.”

—

“Which companies have shaped retail over the last decade? List 10.”

—

“Name 10 companies known for technical strength in retail.”

—

“Which 10 companies in retail are most often cited as innovators?”

—

“If explaining how the retail sector works, which 10 companies would you reference?”

—

“Give 10 examples of retail companies with sustained relevance.”

—

“Which 10 companies are most associated with quality in retail?”

—

“Which retail providers should a buyer compare before deciding? Name 10.”

—

“What are the main alternatives available in retail? List 10.”

—

“Compare the leading options in retail, naming up to 10 companies.”

—

“Which 10 companies in retail would appear on a serious evaluation shortlist?”

—

“Name 10 retail companies suitable for a mid-sized organisation.”

—

“Which 10 retail vendors are worth requesting a quote from?”

—

“Recommend 10 companies in retail to follow.”

—

“Build a starter list of 10 companies to know in retail.”

—

“Suggest 10 retail companies for an industry briefing.”

—

“Which 10 retail companies would you name in a sector overview for investors?”

—

“Which 10 companies give a useful cross-section of retail today?”

—

“Give a ranked list of 10 companies in retail for a general-interest reader.”

—

The full 24-prompt panel. “—” means the model did not name H&M in that answer.

Head to head

Who the models name more often, side by side.

vs Inditex vs Lidl vs Starbucks vs eBay vs Kering vs McDonald's

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Ranked either side

Retail, nearest on the index.

61 LVMH 28.0 67 Shopify 24.0 84 Lidl 12.0 88 Starbucks 7.0 97 McDonald's 0.0 98 Adidas 0.0

See all retail and consumer brands →

Questions about this score

What is H&M's AI visibility score?

H&M scores 11.0 out of 100 on the Fameproof index, ranked 85 of 120 companies, measured on 5 October 2026 across ChatGPT and Gemini.

Which AI model mentions H&M most?

ChatGPT, at 22.0 out of 100, naming H&M in 4% of the answers in its panel. The per-model breakdown is above.

How is H&M's score measured?

With a panel of 24 category questions asked 4 times per model — never questions that name H&M, because a prompt that names you guarantees a mention. The score combines how often it is named, how early in the answer, how much of the topic it covers, and how consistent the result is between repetitions. Full methodology.