Brands over time

FatFace
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

47 of FatFace's own blog posts, press releases and announcements, 2019 to 2022, measured sentence by sentence, 11 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other fashion brands, and what it sounds like in its own words.

Pages measured
47
Years covered
2019–22
Archived before ChatGPT
11
Blog · press
46 · 1

01 · Homepage

One capture a year

FatFace's homepage from 2003 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026fatface.com29 Jun 2026
FatFace homepage, 29 Jun 2026

Screenshot of FatFace’s homepage (fatface.com) as archived by the Internet Archive on 29 Jun 2026. © FatFace or its licensors. Shown for comparison and review; not endorsed by FatFace.

Homepage

2026

No headline in this capture

Page title

FatFace | Women's Clothing, Men's Clothing, Footwear & Accessories

Open on the Internet Archive
  1. 2018made for adventure
  2. 2020FatFace Women's, Men's and Kids clothing
  3. 2023FatFace Online Clothes Shopping
  4. 2025Viva la vacation

18 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Fashion avg 12.0
9.6
10.9
10.7
12.3
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
20191 pp
20207 pp
20212 pp
20221 pp
2023no pages
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
20199.61
202010.97
202110.72
202212.31

Years with pages: 2019 (1), 2020 (7), 2021 (2), 2022 (1). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

FatFace among fashion brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Questions

    120% more than its sector

    5.9 against a sector average of 2.7; highest of 6.

  2. "You"

    69% more than its sector

    76% against a sector average of 45%; 2nd highest of 6.

  3. Em dashes

    66% less than its sector

    0.92 against a sector average of 2.73; mid-table, 4th of 6.

Sentence length2nd lowest of 6
FatFace 11.6
9.913.1
Contractions2nd highest of 6
FatFace 18.3
9.618.5
"You"2nd highest of 6
FatFace 76%
20%77%
"We"2nd lowest of 6
FatFace 23%
13%79%
QuestionsHighest of 6
FatFace 5.9
1.35.9
Long wordsLowest of 6
FatFace 23%
23%32%
Em dashesMid-table, 4th of 6
FatFace 0.92
0.306.34
AI-associated words2nd highest of 6
FatFace 3.04
0.893.07
Exclamations2nd highest of 6
FatFace 2.69
0.143.88
Page lengthMid-table, 4th of 6
FatFace 990
6749,522

Pages measured: Next 4 · Marks & Spencer 15 · John Lewis 25 · ASOS 20 · boohoo 1 · Primark 33 · Superdry 74 · River Island 1 · New Look 1 · FatFace 47. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words FatFace uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

shop103.1 vs 11.9
dresses79.6 vs 7.1
perfect54.7 vs 5.9
womens43.1 vs 3.2
relaxed39.4 vs 2.1
jpg38.5 vs 2.1
knitwear36.1 vs 1.7
linen35.8 vs 1.2
away32.5 vs 1.7
christmas31.8 vs 2.0
feel37.1 vs 3.8
comfort29.8 vs 1.7
FatFaceSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 47 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

202028 Sep · BlogArchived copy
“Houseplants are having a bit of a revival. Head to Instagram and you’ll find tonnes of dedicated home accounts filled with plants, shrubs, and greenery.”
Keeping it green with Grace & Thorn – Blog
202017 Dec · BlogArchived copy
“When it’s cold and dark outside, nothing beats getting bundled up in comfy clothes – and with less parties to go to and more time spent indoors these days, we’re finding new ways to enjoy a cosy night at home.”
Staying in is the new going out – Blog

06 · Every page

All 47 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 47 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.

20221 page
20212 pages
20207 pages
20191 page
In the overall numbers, no year36 pages

07 · Method

How this was measured

The pages

FatFace's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.