We audited 47 leading Australian and international fashion brands across 4 sub-categories on two axes: 105 functionality criteria and 48 experience checkpoints, web and app. See who leads, who lags, and the moves that lift conversion and loyalty, with the evidence behind every score. General retail has its own report →
Get the one-page snapshot: the leaders, a teaser of the shifts, and how the two-axis audit works. The full ranking, per-channel scores and recommendations live in the report.
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A designed report in five sections: the two-axis benchmark, the patterns behind it, and what to do next.
All 47 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.
The two-axis map. 105 functionality criteria (what exists) against 48 experience checkpoints (how well it's built), and where the two diverge.
Apparel, activewear, footwear and multi-category ranked, scored within sub-category so you compare against your real peers.
The framework breakdown by quality group, the coverage–quality gap, and the visualisation & two-way returns insight.
Critical-mass adoption, accessibility risk, and where fashion UX heads from 2026 to 2028, so your roadmap is ahead of the curve.
The practical moves that lift the experience, plus the full, repeatable methodology behind every score.
Know your position against every competitor in your sub-category, which table-stakes you're missing, and where a single fix moves the needle on the shopper experience.
Account-level insight into how every brand performs, to sharpen your pitch, prove the gap, and fuel your own thought leadership.
The benchmark turns straight into the work you already plan and defend each year.
Benchmark every competitor, prioritise the UX and dev backlog, and justify what makes the cut with data your stakeholders trust. Catch the table-stakes gaps before they cost you a sale.
Build the business case for UX investment, set your annual OKRs against the field, and point internal usability testing at the experiences that matter most to shoppers.
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.
After general retail? See the General Retail benchmark → · Need another industry, like banking or QSR? Commission a custom benchmark →
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.
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.
A study designed around your specific questions and shopper segments, for when an off-the-shelf script isn't enough and you need precision.
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 →
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.
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.
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 crafting an experience are not the same thing.
The Report is the benchmark itself, for one reader. Team + Readout adds a deep-dive on your sub-category, a live readout of your brand's position, editable slides, an internal team licence and a CX Survey Script starter. Partner adds the right for vendors and agencies to cite the findings externally, with attribution, in pitches, proposals and content.
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.
This report is fashion & apparel only: 47 brands across apparel, activewear, footwear 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.
All prices include GST and you'll get a tax invoice. The Partner tier is invoiced and PO-friendly for procurement.
The full benchmark, the shifts, and what to do next, from A$3,500.