Who's winning the digital CX race in Australian fashion?
We audited 84 leading Australian and international fashion brands across 6 sub-categories on two axes: 105 functionality criteria and 48 experience checkpoints, web and app. See who leads, who's chasing, and the moves that lift conversion and loyalty, with the evidence behind every score. General retail has its own report →
A look inside the report
A snippet of the full 37-page report — where 84 brands rank, why the leaders win, and the exact moves that close the gap. A competitive edge for your product and design teams — from someone who formerly built these audits in-house, who's now independent and brand-agnostic.
Everything in the report, section by section
You've seen a sample — here is every section in full: the two-axis benchmark, the patterns behind it, and the moves that close the gap.
- 01
The full leaderboard
All 84 brands ranked on the combined score, with coverage and quality broken out so you see exactly where a brand wins and where it only looks busy.
- 02
Function isn't experience
The two-axis map: coverage is the function each brand has built (105 criteria, what exists); experience is how well it's executed (48 checkpoints) — and where the two diverge.
- 03
The sub-category league
Apparel, designer, activewear, footwear, streetwear and multi-category, each scored within sub-category so you compare against your real peers.
- 04
What the best do
The framework breakdown by quality group, the coverage–quality gap, and the visualisation & two-way returns insight.
- 05
The shifts + predictions
Critical-mass adoption, accessibility risk, and where fashion UX heads from 2026 to 2028, so your roadmap is ahead of the curve.
- 06
Recommendations + method
The practical moves that lift the experience, plus the full, repeatable methodology behind every score.
One source of truth, four ways to use it
Whoever you are, the benchmark turns straight into the work you already plan and defend each year.
See exactly where you rank. Know your position against the leading brands in your sub-category, which table-stakes you're missing, and where a single fix moves the needle on the shopper experience.
Plan your roadmap on evidence. Benchmark the leading brands, prioritise the UX and dev backlog, and justify what makes the cut with data your stakeholders trust, before the table-stakes gaps cost you a sale.
Make the case, focus the testing. Build the business case for UX investment, set your annual OKRs against the field, and point testing at the experiences that matter most to shoppers.
Market intelligence you can act on. Account-level insight into how every brand performs, to sharpen your pitch, prove the gap, and fuel your own thought leadership.
Choose your package
One purchase, instant delivery, GST included. Each tier adds more ways to act on the findings: from reading the benchmark, to going deep on your sub-category, to citing it publicly.
- Full benchmark report (PDF)
- All 84 brands ranked on two axes: coverage + quality
- The sub-category league + the shifts and predictions
- Recommendations + methodology
- Everything in The Report
- A personalised review of your own site (worth A$1,500)
- Your brand's position readout, live 60-min session
- Editable slides + internal team licence
- CX Survey Script starter
- Everything in Team + Readout
- The Jackdraw CX Index for this category — included (four fresh editions a year, kept current)
- A competitive deep-dive on 5 rivals of your choice
- Right to cite externally, with attribution
- Use in pitches, proposals & content
- Bespoke survey-design consult
- Invoice + PO friendly
A report is a snapshot; a subscription is the live picture. Get a fresh edition every quarter — four a year, with updated scores and new brands. Cancel anytime.
Start free →After general retail? See the General Retail benchmark → · Need another industry? Commission a custom benchmark →
The benchmark is half the picture
This report shows the tangible: what each brand has built, and who leads. The bigger gains come from the intangible, the motivations, friction and emotion only shoppers can voice. That is a CX User Study, and Jackdraw runs it three ways.
CX Survey Script
A ready-to-run questionnaire mapped to this benchmark's themes, productised through our Audit Survey Tool. Lowest effort, fastest signal: field it on your own platform and hear directly from shoppers.
Bespoke study design
A study designed around your specific questions and shopper segments, for when an off-the-shelf script isn't enough and you need precision.
Run the full study
We field it end-to-end: a representative sample sourced for you, analysis and a readout delivered. Hands-off, statistically valid and decision-ready. Sample via a research partner, priced separately.
Want to scope a study, or pair it with the benchmark? Talk to Jackdraw →
Evidence, not opinion
Every score in this report has a reason behind it: a page, a screen, a documented check. No vibes, no vendor spin. Just the small, telling details that separate a good experience from a great one.
Jackdraw is a Melbourne CX consultancy with 15+ years across customer and user experience, built on understanding every person an experience touches.
Good questions
What exactly do I get, and how is it delivered?
A professionally designed PDF report (five sections) plus the one-page snapshot. After purchase you'll receive it by email, instant for The Report and Team tiers.
What's the two-axis score?
Every brand is scored on two things: coverage (105 functionality criteria, the observable "what exists") and quality (48 experience checkpoints drawn from 13 UX frameworks, "how well it's built"). The combined score is the average. The report shows both, because shipping features and executing the experience well are not the same thing.
What's the difference between the packages?
The Report is the benchmark itself, for one reader. Team + Readout adds a personalised review of your own site, a live readout of your brand's position, editable slides, an internal team licence and a CX Survey Script starter. Partner adds a competitive deep-dive on five rivals of your choice, plus the right for vendors and agencies to cite the findings externally, with attribution, in pitches, proposals and content.
How current is the data, and do you update it?
The audit was run in 2026 against live sites and app-store listings. Digital experiences move fast, so we refresh every 6 months, and past buyers renew at roughly half price.
Is general retail in this report?
This report is fashion & apparel only: 84 brands across apparel, designer, activewear, footwear, streetwear and multi-category. Supermarkets, hardware, electronics, pharmacy and the rest have their own benchmark. Department stores and marketplaces (David Jones, Myer, Amazon) appear in both. See the General Retail benchmark.
GST, invoices and purchase orders?
All prices include GST and you'll get a tax invoice. The Partner tier is invoiced and PO-friendly for procurement.
Disclaimer — the “first quarter free” subscription offer · read moreread less
The launch offer gives you your first quarterly edition of a Jackdraw CX Index subscription free. It is a limited introductory offer, and we may change or withdraw it for new sign-ups at any time. We capture your payment details when you start, but nothing is charged during the free first quarter (90 days). If you don’t cancel before your first quarter ends, your subscription continues automatically at A$2,500 per quarter (GST included), charged each quarter until you cancel. You can cancel anytime with no fee and keep any editions already delivered; we don’t refund editions already sent, except where the Australian Consumer Law requires. Your rights under the Australian Consumer Law are not affected. Full details are in the subscription terms.