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Theory in the Krillo Index

When shoppers in the United States ask ChatGPT and Gemini where to buy clothing, is Theory named? This is the answer from our latest monthly measurement, October 2026.

#23

of 141 stores measured

2/35

buying questions where AI names it; the category median is 0

questions where AI recommends it outright

Measured with ChatGPT and Gemini, the same questions for every store in this category, asked in the language of the market. Read how we measure.

Around Theory

#21	Marine Layer	2/35
#22	MeUndies	2/35
#23	Theory	2/35
#24	cuyana.com	1/35
#25	eshakti.com	1/35

See the full ranking for Clothing

What AI says about Theory

“Best for workwear: Banana Republic, J.Crew, Ann Taylor, and Theory.”

ChatGPT, asked: Where is the best place to buy clothes online in the US?

“Nordstrom Rack: The gold standard for name brands (Nike, Madewell, Levi’s, Theory).”

Gemini, asked: Where can I find the best deals on clothing online in the United States?

Quoted word for word from the answers in our measurement. What AI says about your store decides which buying questions it names you for.

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