How brands are ranked

Last updated: 11 September 2026 · Version 2

This page explains, in plain words, what decides the order of brands you see in the Fashion Brand Finder app, and which cards are paid for. EU consumer law asks us to state the main parameters and their relative importance; we would say it anyway.

What decides the order

Before anything else, whether the brand runs its own page. Brands that have claimed and verified their profile always come before unclaimed listings. Verification is free and is not a payment; it means the brand itself stands behind what its page says.

Then, whether a brand matches you. When you tell the app how you dress, what a brand should stand for, what you shop, which sports you do and what you like to spend, every brand is compared with those answers. A brand that shares nothing with them is not shown on your home page at all. The match is the largest factor by far: nothing else can lift a brand more than about half of what a good match gives it.

Then, what you do. Opening a brand, following it, saving it, revealing one of its codes or visiting its shop tells the app more than a questionnaire can. Those signals fade over weeks, so what you liked last year does not decide what you see today. Following and saving fade slower than looking. "Not interested" removes a brand for three months.

Then, how people react to the brand. Among brands that match you, the ones people follow, save and visit after seeing them rank a little higher, and brands people hide rank lower. The count is smoothed, so five reactions from six people prove nothing yet.

Then, a few smaller things. How many people follow the brand (with older follows counting less), how new the brand is on FBF, whether it has a live discount code for you, and whether it ships to your country. A brand that does not ship to you is shown far lower, not hidden, because you may still want to know it.

A few slots are for discovery. Three cards on your first home page go to brands with few showings so far, drawn at random among brands that match you. Every new brand deserves a first look.

One style cannot fill the page. At most three brands of the same primary style appear among the first twelve.

Search and discovery results use the same rule over the brands that match your filters. "Similar brands" on a brand page is decided by what the two brands share: style first, then values, certificates, categories and price. The row is drawn from brands on a membership plan; a membership is a listing, not an advertisement, so the row itself carries no label. Nobody pays for a seat in it or per click on it. Trending is simply the brands whose pages were opened most in the last thirty days.

Signed out

Without an account the app uses the answers you gave the welcome questions on your device. They stay on your device; the app sends them along with each request so it can rank for you, and forgets them when the request is answered. There is no account and no profile.

What is paid, and how you can tell

Money never changes the order above. What a brand can buy is a separate, labelled card:

• Sponsored cards (Runway) at fixed positions on the home page, in results and in the "similar brands" rail. A sponsored card is added to the page; it never pushes an organic result out. It is filled only with a brand that would qualify for you anyway, never with a brand you hid or already follow, and never with a brand that does not ship to you. The brand pays per click on that card, at a price it bid inside a posted range; when brands compete for a seat, the best combination of price and match wins and pays the second price. A brand may limit its card to chosen countries; elsewhere it is simply listed like every other brand.
• The home hero and the Trending block, booked as fixed time slots. The hero says who booked it; the block is labelled Sponsored.

A subscription plan does not change a brand's position. Between July and September 2026 a small capped boost for paid plans existed; it does not any more.

What we record to do this

Which brands were shown to you in which order, which cards reached your screen, and what you did with them. Signed out, these records carry only a random id your device made up; signed in, your account id. Never your IP address or device details. Showings are deleted after 90 days. A brand that pays for a sponsored card learns how often it was shown and clicked, never who saw it.

Questions: hello@fashionbrandfinder.com.