Tracking Fashion Brand Performance in the Age of AI

Algorithms, viral moments and AI platforms now shape how billions of people discover, talk about and connect with fashion brands. A single TikTok trend can ignite global demand. A celebrity sighting can dominate search and social conversation. And AI chatbots like ChatGPT and Gemini are shaping how customers discover and learn about fashion.

Yet many of the tools available for tracking brand performance are not built for this new reality. Annual surveys are expensive and time-consuming to conduct. They tend to look backwards and are quickly rendered out of date. Other tools only measure the amount of online noise a fashion brand can create, offering little insight into how successfully a brand is forming connections with potential customers.

What fashion leaders need today is a tool that can capture the speed and the nuance of brand performance in an era defined by algorithms, global culture and new technologies.

That’s why we developed BoF Insights Brand Pulse with Quilt.AI: to enable quick decision-making and fine-tuning of brand marketing strategies. Our new AI-driven tool combines quantitative scoring across five core dimensions of brand performance along with contextual analysis of online conversations which uncovers the perception shifts driving change:

Discoverability: Do people find the brand via algorithms, AI and search?
Identity: Do people understand and align with the brand’s values?
Value: Do people believe the brand gets the price-quality equation right?
Connection: Do people engage and resonate with the brand?
Love: Do people feel emotionally attached to and advocate for the brand?

Launch Article Chart — BoF Insights Brand Pulse gives brands a clear view of their performance relative to competitors and the wider industry. (BoF Team)

How Is BoF Insights Brand Pulse Different?

What sets our tool apart is its digital-first, fashion-specific methodology. It analyses brand-owned and user-generated content across TikTok, Instagram, Google Search and leading large language models such as ChatGPT, Gemini and Claude, surfacing emerging strengths, weaknesses and opportunities in brand perception and positioning.

The tool can track the same set of metrics for competitor brands, monitoring performance over time to gauge progress and change — helping you understand not just what is happening, but why.