SiteSignal
"Reddit citations are dead." You may have seen that post this month. In UK uniform and workwear, our data says the opposite. Reddit went from close to 0% of AI citations to 11.5% by mid-September.
Both can be true. Reddit can fade in one industry and grow in another. That's why we don't believe in one AI search strategy for everyone. We pick one niche. We ask the questions its buyers ask. We read how the answers are built. Then we act.
This is what that looks like for UK uniforms, with data from 15 September to 15 October 2026.
How we checked
- Questions: four buyer questions with no brand name in them. Two "which supplier" questions and two "how do I choose" questions.
- Engines: ChatGPT, Gemini and Perplexity, every day for 31 days.
- Counting: each time an answer named a supplier. We counted each brand's main spelling only, so a few brands are slightly under-counted.
- Websites: on 15 October we checked the homepages of the 60 suppliers named most across our tracking.
We left out questions that name a specific supplier, because they tilt the count towards that supplier.
Who AI names right now
| Buyer question | Most named (times in 30 days) |
|---|---|
| "Which UK uniform suppliers can handle bespoke corporate workwear at scale?" | Workwear Express 56, Murray Uniforms 51, Dimensions 39, The Staff Uniform Company 33, Tailored Image 29 |
| "What are the best options for ordering custom uniforms for a multi-site business?" | Workwear Express 50, Clothes2order 32, Garmentec 30, BAS 1 Group 29, Murray Uniforms 28 |
Murray Uniforms and Dimensions were mid-table all summer. Both kept rising through September and into October.
Five things the named suppliers do well
We can't prove any one page caused a mention. But these patterns came up again and again on the sites AI names most.
1. Say who you're for, in the buyer's words: Murray Uniforms
Murray Uniforms' homepage headline is "Managed Corporate Uniform Programmes for Large Organisations". That is close to the buyer's own question, word for word. AI named them 51 times in 30 days on "bespoke corporate workwear at scale".
2. Build the page the buyer is looking for: Workwear Express
Workwear Express went from 2 monthly mentions in November 2025 to 190 in August 2026. In the last 30 days its average spot in those answers was 1.6 and 2.4, so usually first or second. The site has a dedicated bulk and corporate page linked from the homepage, plus clear delivery, returns and FAQ pages.
3. Show proof with real names: Incorporatewear
Incorporatewear publishes case studies for HSBC, Marks & Spencer, NatWest Group, Stagecoach, Subway and TUI. When AI names it on the "bespoke at scale" question, its average spot is 2.9.
4. One page per sector: BAS 1 Group
BAS 1 Group has a page for each sector it serves, from healthcare to logistics, and a plain guide to running a managed workwear programme. AI named it 29 times on the multi-site question.
5. Get the basics right: Clothes2order
Clothes2order lets AI crawlers in, marks up its company details for machines, and shows over 29,000 verified reviews on its homepage. It was named 32 times on the multi-site question. Only Workwear Express was named more.
"How do I choose" questions name nobody
We asked "How do businesses choose uniforms that are practical and still look professional?" every day for 30 days. AI named no uniform suppliers at all. It named Teflon 12 times.
The second "how do I choose" question was the same: only fabric and garment brands. Supplier names show up when the buyer asks "which supplier". If most of your content answers "how to choose", it may help buyers learn. It won't get you named. Case studies, sector pages and clear "who we're for" pages are what the named suppliers have in common.
Reddit is still rising in this niche
Across our 11-month study, Reddit was close to 0% of citations for nine months. It reached 4.3% in August and 11.5% by mid-September, more than LinkedIn, Trustpilot, Instagram, Facebook, YouTube and X combined. Some of August's rise came from us tracking more source types. It kept climbing in September anyway. Full numbers: Reddit overtakes social platforms in AI answers on UK workwear.
We checked the 60 sites AI names most
- 0 block AI crawlers in robots.txt.
- 20 have an llms.txt file.
- 9 have no structured data on the homepage.
- 9 didn't load for our checker at all. They showed a security page, or nothing.
robots.txt isn't the only gate. A firewall or bot-protection setting can turn AI crawlers away while robots.txt says they're welcome. A normal SEO audit won't show it. If you use Cloudflare or a similar service, check its AI crawler settings.
What this means if you sell uniforms
- Ask AI the questions your buyers ask. Use their words, not your brand name.
- Note who gets named, in what order, and which pages get cited.
- Make one clear page for each buyer you want: the sector, the size, the problem.
- Publish proof: named clients, case studies, reviews.
- Check your firewall lets AI crawlers in, not just your robots.txt.
- Check again next month. Our leaderboard changed noticeably between summer and autumn.
And if you work in another niche, don't copy these findings. Run the same check on your own buyers' questions. That's the whole idea.
The full 11-month study is here: The State of AI Visibility in UK Uniform & Workwear.
Frequently asked questions
Which UK uniform suppliers does AI name most in October 2026?
In our tracking from 15 September to 15 October 2026, Workwear Express was named 56 times on 'bespoke corporate workwear at scale' and 50 times on 'custom uniforms for a multi-site business'. Murray Uniforms, Dimensions, Clothes2order, Garmentec and BAS 1 Group also came up often.
Are Reddit citations still growing in AI answers about UK workwear?
Yes, up to mid-September 2026. Reddit went from close to 0% of citations to 11.5%, more than LinkedIn, Trustpilot, Instagram, Facebook, YouTube and X combined. Part of August's rise came from wider tracking, but it kept climbing in September.
Does AI name uniform suppliers when buyers ask how to choose uniforms?
Not in our data. Over 30 days, 'How do businesses choose uniforms that are practical and still look professional?' named no uniform suppliers at all. Supplier names appear when the buyer asks which supplier to use.
Do UK uniform websites block AI crawlers?
Not in robots.txt. None of the 60 most-named supplier sites we checked on 15 October 2026 block AI crawlers there. Firewall and bot-protection settings are a separate gate, and some sites showed our checker a security page.