OAK + FORT
Brand Authority & AI Search Visibility Audit — November 2026
Where OAK + FORT stands today
56,393 → 15,013 monthly visits (Oct 2025 → Oct 2026, Ahrefs estimate)
Competitor median 79 — a 24-point gap
Target keywords in the top 100
Appears in 11 of 293 AI conversations
Homepage criteria passed
Ahrefs Site Audit, Oct 10, 2026
OAK + FORT is found by people who already know its name. It ranks for none of the category searches tested, and AI engines name it in fewer than 4 of every 100 answers to the same questions.
Overall score: 2.0 / 10
Average of six scored dimensions. Technical health and YouTube are reported, not scored.
| Dimension | Score | Evidence |
|---|---|---|
| Messaging | 1 | Passes 0 of 3 homepage tests |
| Organic rankings | 1 | 0 of 10 target keywords in the top 100 |
| Organic traffic YoY | 1 | −73.4% (Ahrefs estimate) |
| Domain Rating vs. competitors | 4 | 24 points below the competitor median |
| Local SEO | 1 | Absent from every non-branded map pack checked |
| Onsite conversion | 4 | Email sign-up only; no mid-funnel offer; no blog |
Messaging needs work
| Criterion | Verdict | Evidence |
|---|---|---|
| Why beyond what (Sinek) | FAIL | The homepage H1 is a promotion — “Almost all trench coats 20% off” — with no benefit stated and no cost of going without. |
| Differentiation | FAIL | “Thoughtfully designed apparel and objects at an attainable price” is the standard language of mid-market minimalist clothing brands. |
| Customer at centre (StoryBrand) | FAIL | The homepage is sale banners and product grids. No shopper problem is framed, and the brand never takes the role of guide. |
0 / 3 homepage criteria passed.
The differentiators are buried.
The About page describes a one-stop shop for minimalist clothing, homeware and jewelry, plus OAK Refined, a lower-impact sustainable line. The homepage says none of this — it leads with discounts.
Segments without messaging.
The navigation splits Women and Men, but both pages are product grids with no copy written for either shopper.
OAK + FORT ranks for 0/10 in the top 100 for the analyzed keywords
Source: Ahrefs, US, November 2026. Rank is OAK + FORT’s best organic position.
| Keyword | Volume | KD | AI Overview | Map Pack | OAK + FORT Rank |
|---|---|---|---|---|---|
| womens cardigan | 6,900 | 2 | Yes | Yes | Not in top 100 |
| womens trench coat | 4,800 | 2 | Yes | No | Not in top 100 |
| womens cardigan sweaters | 2,700 | 3 | Yes | No | Not in top 100 |
| oversized off the shoulder sweater | 1,300 | 0 | Yes | No | Not in top 100 |
| stores like aritzia | 700 | 1 | Yes | No | Not in top 100 |
| minimalist clothing brands | 350 | 4 | Yes | No | Not in top 100 |
| faux leather jacket women | 300 | 0 | Yes | No | Not in top 100 |
| vegan leather jacket women | 150 | 1 | Yes | No | Not in top 100 |
| vegan leather biker jacket | 20 | 0 | Yes | No | Not in top 100 |
| button up cardigan women | 20 | — | No | No | Not in top 100 |
keywords trigger AI Overviews
Shopping ranks the product; search doesn’t rank the page.
OAK + FORT’s current oversized off-the-shoulder sweater holds the #1 Google Shopping listing for “oversized off the shoulder sweater”, but no OAK + FORT page ranks organically for it.
Brand searches find you; category searches don’t
| Keyword | Map pack | OAK + FORT in pack | Map pack holders | Top organic results |
|---|---|---|---|---|
| womens cardigan | Yes | No | Dillard’s, Rainbow Shops, LOFT | — |
| clothing stores san francisco | Yes | No | Urban Outfitters, Ross Dress for Less, Love on Haight | downtownsf.org, Reddit (r/sanfrancisco), Yelp, sftravel.com, urbanoutfitters.com |
| womens clothing stores nyc | Yes | No | Purdy Girl, LOFT, Assembly New York | loft.com store page, bbc.com guide, Yelp, Tripadvisor forum, marcellanyc.com |
| oak and fort near me | Yes | Yes (2 of 2) | OAK + FORT, OAK + FORT | Yahoo Local, MapQuest, evendo.com — no oakandfort.com page in the top 10 |
Branded searches go to directories.
OAK + FORT’s Google listings hold the map pack for “oak and fort near me”, but no oakandfort.com page ranks below it. Yahoo Local, MapQuest and a travel guide rank instead, carrying OAK + FORT’s own store details.
Shoppers’ questions go unanswered.
The same results page shows “Is Oak and Fort a Korean brand?”, “Where is Oak and Fort based?” and “Is oak and fort quality?”. The site answers none of them.
Source: Ahrefs SERP data, US. Ahrefs returns results from a single US location; the city was added to the two non-branded checks. Review counts were not available.
Who owns these searches
Top 10 organic results across the five highest-volume keywords, which carry 95% of the set’s search volume. Share is each domain’s portion of the ranking pages’ combined Ahrefs traffic estimate.
| Rank | Domain | Traffic share | SERPs present | Type |
|---|---|---|---|---|
| 1 | aritzia.com | 37.2% | 2 | Competitor |
| 2 | oldnavy.gap.com | 27.2% | 1 | Competitor |
| 3 | zara.com | 12.5% | 1 | Competitor |
| 4 | nordstrom.com | 9.0% | 2 | Department store |
| 5 | amazon.com | 5.0% | 1 | Marketplace |
| 6 | loft.com | 2.5% | 1 | Apparel retailer |
| 7 | nytimes.com | 1.8% | 1 | Media (Wirecutter) |
| 8 | factory.jcrew.com | 1.1% | 1 | Apparel retailer |
| 9 | walmart.com | 0.7% | 1 | Marketplace |
| 10 | reddit.com | 0.7% | 1 | UGC |
| — | oakandfort.comYOU | 0% | 0 | Absent (Google Shopping only) |
Brand retailers own these searches, not publishers: Aritzia, Old Navy and Zara alone hold 77% of the traffic share.
A category-wide slide, concentrated in product pages
Ahrefs organic traffic estimate, US, monthly, October 2025 to October 2026. No Search Console access.
The losses sit in product pages for past-season items. Several kept their main ranking — the off-the-shoulder sweater page is still #2 for “slouchy sweater” — but lost the many smaller searches they used to rank for. The homepage still ranks #1 for “oak and fort”; fewer people are searching for the name. Every tracked competitor fell 64–75% over the same period, so much of this is category-wide.
Page rows compare two daily Ahrefs snapshots; the site total compares monthly averages. “All other pages” absorbs the difference so the table reconciles to the site total.
Domain Rating vs. organic traffic
Circles are October 2025 and triangles October 2026; each brand’s two points are joined. Traffic is on a log scale.
Hover any point for absolute DR & organic traffic in both years plus year-over-year change.
| Brand | DR 2025 | DR 2026 | Traffic Oct 2025 | Traffic Oct 2026 | Change |
|---|---|---|---|---|---|
| OAK + FORTYOU | 56 | 55 | 56,393 | 15,013 | −73.4% |
| Aritzia | 75 | 75 | 2,207,174 | 642,140 | −70.9% |
| Zara | 86 | 86 | 2,914,724 | 1,059,652 | −63.6% |
| Old Navy | 83 | 83 | 7,829,641 | 2,402,466 | −69.3% |
| Mango | 79 | 79 | 687,803 | 184,181 | −73.2% |
| Abercrombie & Fitch | 77 | 77 | 2,345,178 | 582,949 | −75.1% |
The gap is the starting point, not the fall.
Every brand lost 64–75% of its estimated traffic while Domain Rating held flat. What sets OAK + FORT apart is where it started: a DR of 55 against a competitor median of 79, and traffic 12 to 160 times smaller than each competitor’s.
Read October 2026 with care.
Ahrefs revised its October 2026 estimates in early November, and every brand’s figure roughly halved against earlier readings. The comparison between brands holds; the absolute October numbers may move again.
Technical site health: 92 / 100
Broken internal links are the biggest defect: 4,865 pages link to pages that no longer exist, and 2,834 indexable pages have no internal links pointing to them. Both are fixed with redirects and link updates — routine work, but at catalog scale.
6,626 of 78,799 pages have errors
| Category | Pages affected | Share of errors |
|---|---|---|
| Links — links to broken pages, orphan pages, HTTPS→HTTP links | 7,818 | 80.4% |
| Images — oversized image files, broken images | 1,881 | 19.3% |
| Internal pages — 404 / 4XX pages | 20 | 0.2% |
A page can carry more than one issue, so category counts add up to more than the 6,626 pages with errors.
You appear in 11 of 293 AI conversations
Peec AI, US · 11 tracked prompts · 293 AI answers · early snapshot, October 2026.
| Brand | Visibility | Avg Position |
|---|---|---|
| Abercrombie & Fitch | 25.26% | 4.6 |
| Old Navy | 14.68% | 3.4 |
| Mango | 11.95% | 5.2 |
| Aritzia | 9.56% | 4.9 |
| Zara | 8.19% | 5.9 |
| OAK + FORTYOU | 3.75% | 4.2 |
This is a frequency problem, not a reputation one. When OAK + FORT is named it lands at position 4.2, ahead of four of the five competitors — but it is named in 11 of 293 answers. Abercrombie & Fitch is named nearly seven times as often.
OAK + FORT’s average position rests on 11 answers.
OAK + FORT’s visibility, prompt by prompt
11 tracked prompts, US, October 2026.
| Prompt | Visibility | Position |
|---|---|---|
| What are the best oversized off-the-shoulder sweaters? | 37.0% | 4.2 |
| What are the best vegan leather jackets for women? | 3.7% | 4.0 |
| What are the best places to buy women’s cardigans? | 0% | — |
| What are the best women’s trench coats? | 0% | — |
| What are the best affordable minimalist clothing brands? | 0% | — |
Both prompts that return OAK + FORT ask about a single product, and the off-the-shoulder sweater is also where it holds Google Shopping’s #1 listing. Every question about brands or stores — which minimalist brands, which stores for basics, which men’s brands — returns nothing.
Which domains influence AI
Ranked by AI answers that retrieved the domain, out of 293.
| Domain | Type | Answers | What gets retrieved |
|---|---|---|---|
| modernminimalism.com | Publisher | 62 | One listicle — “30 Best Minimalist Clothing Brands for Every Budget in 2026” — the most-cited page in this category. Answers that draw on it name none of the six brands tracked here. |
| whowhatwear.com | Publisher | 61 | “Best [item]” listicles by product category: off-the-shoulder sweaters, trench coats, cardigans and affordable-brand roundups. |
| thegoodtrade.com | Publisher | 34 | Ethical and sustainable “best brands” listicles, led by minimalist jewelry brands. |
The most realistic opening is modernminimalism.com. Its one listicle is the most-cited page in this category, and the answers built on it name none of the six brands tracked here — a single inclusion would put OAK + FORT where no competitor is yet.
One creator owns your brand search on YouTube
YouTube on Google page one.
No YouTube result reaches Google’s top 10 for the five highest-volume keywords. The closest is a “Trench Coat Buying Guide” at #13 for “womens trench coat”.
YouTube in AI answers.
Every retrieved video comes from a third-party creator. None is from OAK + FORT or a competitor.
4th most-retrieved domain · retrieved in 11.3% of answers · 33 of 293 answers
| Channel | Ownership | Videos | Retrievals | Citations |
|---|---|---|---|---|
| @AnaVogue | Third party — creator | 1 | 12 | 26 |
| @TheStyleOG | Third party — creator | 1 | 9 | 20 |
| @TheStyleConsultant | Third party — creator | 2 | 8 | 10 |
| @40MensFashion | Third party — creator | 1 | 5 | 10 |
| @HaileyRaeee | Third party — creator | 1 | 5 | 5 |
| @missejlouie | Third party — creator | 1 | 5 | 5 |
| Format | Retrieval share | Example |
|---|---|---|
| “Best brands” listicle | 79.2% | Top 12 Underrated Women’s Clothing Brands You Need To Know (ALL BUDGET-FRIENDLY) |
| Personal vlog / unclassified | 13.0% | I got bored with all my clothes so I hired a personal stylist |
| Comparison | 2.6% | I Tried the J.Crew & Everlane Trench Coats — Here’s the One I’d Actually Keep |
Old Navy, Aritzia, Mango, Abercrombie & Fitch and Zara are named alongside the most-retrieved videos. OAK + FORT is named alongside none of them.
On YouTube itself: who owns your brand search.
Top 15 positions for “Oak + Fort”, every Short counted separately.
| Owner | Ownership | Results | Views | Share of views |
|---|---|---|---|---|
| Jennifer Wang (@wangjenniferr) | Third party — creator | 7 | 4,804,458 | 97.8% |
| Other creators | Third party — creators | 20 | 72,435 | 1.5% |
| OAK + FORT (@oakandfort1) | Client | 26 | 33,826 | 0.7% |
Jennifer Wang’s “Oak and fort is a huge flop” is the #1 Short for “Oak + Fort”, and her trench and “huge flop” Shorts are the first two results for “Oak and Fort” after OAK + FORT’s own channel card. She also ranks on the category’s own searches: two of her trench-coat Shorts (417K and 596K views) rank for “womens trench coat”, and her “Stop wasting your money at Aritzia” (1.86M views) is #1b for “stores like aritzia”.
Jennifer Wang’s OAK + FORT Shorts
@wangjenniferr · 429K subscribers
| Short | Views | Uploaded |
|---|---|---|
| Oak and fort is a huge flop | 3,841,744 | Oct 17, 2023 |
| Oak + Fort is a catfish ☠️ | 275,862 | May 7, 2024 |
| Why the Oak and Fort oversized trench is a bad investment👎 | 236,571 | Oct 21, 2023 |
| Oak + Fort fails | 235,758 | Jan 7, 2026 |
| Oak and Fort flops part 2 🫢 | 134,141 | Oct 25, 2023 |
| Oak and Fort sale fail | 130,041 | Jan 27, 2024 |
| Oak and Fort FAILS ☠️ | 71,639 | Apr 27, 2023 |
| The one thing Oak and Fort did right! | 12,843 | May 5, 2023 |
Top creator content in the brand searches
Other than Jennifer Wang, by views.
| Title | Channel | Type | Views | Uploaded |
|---|---|---|---|---|
| oak and fort try on haul | Jacci Rai (@jacciraii) | Short | 54.9K | Mar 12, 2025 |
| shop at OAK+FORT with me! Spring outfits 2024 try on | Kerina Wang (@KerinaWang) | Video | 28,759 | Feb 10, 2024 |
| Spring 2024 Minimalist Clothing Haul - Oak + Fort | FashionByAlly (@fashionbyally) | Short | 11,159 | Mar 26, 2024 |
| SUSTAINABLE & AFFORDABLE Try On Haul | Everlane, Oak and Fort, the Girlfriend Collective | Actually Anh (@actuallyXanh) | Video | 9.8K | Apr 28, 2021 |
| 5'2' girl testing Oak + Fort basics | by CHLOE WEN (@byCHLOEWEN) | Short | 6,567 | May 7, 2026 |
YouTube search for the target keywords
| Phrase | OAK + FORT in top 10 | Result |
|---|---|---|
| vegan leather jacket women | Yes | Shorts shelf #1b — “Styling fall’s IT colors | Vegan leather bomber” (2,044 views) |
| womens cardigan | No | — |
| womens trench coat | No | — |
| oversized off the shoulder sweater | No | — |
| minimalist clothing brands | No | — |
| stores like aritzia | No | — |
OAK + FORT’s own channel.
oakandfort.com doesn’t link to it, and the channel has no verification badge or link back to the site.
- Channel
- https://www.youtube.com/@oakandfort1
- Subscribers
- 400
- Videos
- 294 (including Shorts)
- Last upload
- Videos: Mar 7, 2023 · Shorts: Apr 10, 2025
- Appeared on Google or in AI answers
- No
| Brand | Channel | Subscribers | Videos | Last upload |
|---|---|---|---|---|
| OAK + FORTYOU | @oakandfort1 | 400 | 294 | Mar 7, 2023 (Shorts: Apr 10, 2025) |
| Zara | @zara | 171K | 532 | Oct 22, 2026 |
| Old Navy | @OldNavy | 118K | 288 | Nov 10, 2026 |
| Mango | @mango | 93.2K | 1,702 | Nov 3, 2026 |
| Abercrombie & Fitch | @abercrombie | 33.9K | 32 | Feb 8, 2026 |
| Aritzia | @aritzia1984 | 6.78K | 68 | Sep 24, 2026 |
Three surfaces, three different gaps. Google shows no video for these searches. AI engines pull creator “best brands” listicles, none naming OAK + FORT. And on YouTube itself, one creator’s criticism outweighs everything else about the brand. Creators, not brand channels, carry this category: Aritzia’s own channel has 6.78K subscribers, yet Aritzia is named alongside the videos AI engines retrieve.
YouTube searches were run in a signed-in session with the location set to United States, so results may be personalized. Tone is judged from titles only. View counts marked “K” are rounded as YouTube displays them.
Reddit’s grip on the category
Reddit on Google page one
Reddit appears on 1 of the 5 highest-volume keywords: “stores like aritzia”.
| Thread | Keyword | Position | Traffic |
|---|---|---|---|
| “Cute places to shop similar to Aritzia” — r/SFbitcheswithtaste https://www.reddit.com/r/SFbitcheswithtaste/comments/1qmg6is/cute_places_to_shop_similar_to_aritzia/ | stores like aritzia | #2 organic | 736 |
| “What are some other brands that have similar…” — r/Aritzia https://www.reddit.com/r/Aritzia/comments/k30xgy/what_are_some_other_brands_that_have_similar/ | stores like aritzia | #2 (sitelink) | — |
| “Brand similar to Aritzia and Oak+Fort?” — r/femalefashionadvice https://www.reddit.com/r/femalefashionadvice/comments/qzpmmf/brand_similar_to_aritzia_and_oakfort/ | stores like aritzia | #2 (sitelink) | — |
Shoppers already use OAK + FORT as a reference point next to Aritzia — one of the threads ranking for this search names both brands in its title.
Reddit in AI answers
Retrieved in 28 of 293 answers (9.6%). Threads where people ask for brand or stylist recommendations.
| Thread | Prompt it surfaces for | Retrievals |
|---|---|---|
| “$3,000 to create a capsule wardrobe” — r/capsulewardrobe https://reddit.com/r/capsulewardrobe/comments/1cdkkim/you_have_3000_to_create_a_capsule_wardrobe_from | Capsule wardrobe on a budget | 9 |
| “How do I go about finding a personal shopper” — r/fashionwomens35 https://reddit.com/r/fashionwomens35/comments/1jymoxn/how_do_i_go_about_finding_a_personal_shopper | Personal stylists | 4 |
| “If you had to build your capsule wardrobe from…” — r/capsulewardrobe https://reddit.com/r/capsulewardrobe/comments/18yfxi8/if_you_had_to_build_your_capsule_wardrobe_from | Capsule wardrobe on a budget | 2 |
| “Got a personal stylist” — r/femalefashionadvice https://reddit.com/r/femalefashionadvice/comments/ghvlvt/got_a_personal_stylist_100_recommend | Personal stylists | 2 |
| “Best brands for high quality, well made basics” — r/malefashionadvice https://reddit.com/r/malefashionadvice/comments/1iy5a0z/best_brands_for_high_quality_well_made_basics | Men’s minimal basics | 2 |
| “Brands to buy high-quality basics” — r/minimalism https://reddit.com/r/minimalism/comments/12dtcec/brands_to_buy_highquality_basics_clothes | Affordable minimalist clothing brands | 2 |
| “Quality brand/piece recommendations” — r/capsulewardrobe https://reddit.com/r/capsulewardrobe/comments/1huczvs/quality_brandpiece_recommendations | Capsule wardrobe on a budget | 1 |
| “Personal stylist/wardrobe consultant” — r/nycbitcheswithtaste https://reddit.com/r/nycbitcheswithtaste/comments/1wwero0/personal_stylistwardrobe_consultant_gen_zmid_20s | Personal stylists | 1 |
| “Personal Stylist Recs” — r/SFbitcheswithtaste https://reddit.com/r/sfbitcheswithtaste/comments/1qjduup/personal_stylist_recs | Personal stylists | 1 |
| “Looking for affordable virtual stylist help” — r/capsulewardrobe https://reddit.com/r/capsulewardrobe/comments/1rku0k5/looking_for_affordable_virtual_stylist_help | Personal stylists | 1 |
| “What are some of your wardrobe essentials” — r/malefashionadvice https://reddit.com/r/malefashionadvice/comments/8pk8pe/what_are_some_of_your_wardrobe_essentials | Men’s minimal basics | 1 |
| “Where do you go for high quality basics?” — r/capsulewardrobe https://reddit.com/r/capsulewardrobe/comments/1cffdgx/where_do_you_go_for_high_quality_basics | Elevated everyday basics | 1 |
| “Where can I actually get high quality basics?” — r/capsulewardrobe https://reddit.com/r/capsulewardrobe/comments/1q5m9nf/where_can_i_actually_get_high_quality_basics | Elevated everyday basics | 1 |
| “Favorite Places for Good Basics” — r/femalefashionadvice https://reddit.com/r/femalefashionadvice/comments/1n968aj/favorite_places_for_good_basics | Elevated everyday basics | 1 |
| “Go-to trench coats” — r/femalefashionadvice https://reddit.com/r/femalefashionadvice/comments/1h0melb/goto_trench_coats | Women’s trench coats | 1 |
| “Help me find a good quality trench coat” — r/bitcheswithtaste https://reddit.com/r/bitcheswithtaste/comments/1jp61m4/bitches_help_me_find_a_good_quality_trench_coat | Women’s trench coats | 1 |
| “Where to buy high-quality cardigans/sweaters” — r/femalefashionadvice https://reddit.com/r/femalefashionadvice/comments/2qagmo/where_to_buy_highquality_cardiganssweaters_that | Women’s cardigans | 1 |
| “Where are we finding good quality cardigans” — r/womensfashion https://reddit.com/r/womensfashion/comments/1prihbj/where_are_we_finding_good_quality_cardigans | Women’s cardigans | 1 |
| “Where to shop for home decor in the United States” — r/HomeDecorating https://reddit.com/r/homedecorating/comments/1m4ppnl/where_to_shop_for_home_decor_in_the_united_states | Home decor and tableware | 1 |
| “What are the best affordable jewelry brands” — r/jewelry https://reddit.com/r/jewelry/comments/1k9yhiv/what_are_the_best_affordable_jewelry_brands | Minimalist jewelry | 1 |
| “Looking for a vegan leather jacket” — r/womensfashion https://reddit.com/r/womensfashion/comments/1qal8j3/looking_for_a_vegan_leather_jacket | Vegan leather jackets | 1 |
No thread appears in both lists. Of all the threads AI engines retrieve, only “Go-to trench coats” was pulled into answers that named OAK + FORT.
Conversion needs improvement
The site has an email sign-up and nothing between browsing and buying.
| Element | Status | Detail |
|---|---|---|
| Lead capture | Generic | An email sign-up (“new stories & personal offers”) with no incentive attached. |
| Mid-funnel asset | Missing | No style quiz, fit finder or guide anywhere on the site; every call to action is a sale. |
| Blog CTAs | Missing | There is no blog, so no page on the site can capture searches like “stores like aritzia” or “minimalist clothing brands”. |
| Navigation | Count | Names |
|---|---|---|
| Solutions | 5 | Women’s apparel, Men’s apparel, Accessories, Jewelry, Homeware |
| Segments | 2 | Women, Men |
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