GrowByData

The apparel SERP changed shape in Q1. Most brands didn't see it coming.

Q1 2026 reshaped apparel search – quietly, but significantly. While overall visibility grew for most of the top 5, the gains didn't come from where you'd expect. Traditional organic rankings lost ground to merchant listings and commerce-driven SERP features.

What the data shows:
➤ H&M led search visibility at 7% SOV, up 26.4% over the quarter
➤ Dick's posted the strongest growth at +25.5%
➤ Gap was the outlier, down 14% as competitors gained
➤ AI Overviews and Shopping carousels pushed results further down the page

The takeaway: SOV is no longer won on organic rankings alone. The brands pulling ahead are the ones investing in Merchant Listings, clean product feeds, and editorial presence in AI-generated answers.

Full Q1 2026 Apparel Search Benchmark 🔗 https://hubs.li/Q04j996G0