YPulse data shows that being perceived as “cool” by Gen Z can mean a lot for a brand—but how exactly can a brand know how to be cool in their eyes? Our Decoding Brand Affinity report, which digs into the meaning of measures used in the YPulse Brand Tracker, shows that the top reason Gen Z say a brand is cool is that they are “unique and stand out from others.” We also found that the top ways they think a brand can show that they’re cool is by keeping up with trends and always trying new things.   While being cool tends to be a focus of any brand trying to reach younger consumers (and we have data on Gen Z’s coolest brands across all industries) it’s especially a concern for trend-driven industries—like fashion and apparel. With fashion trends changing constantly though, it could seem impossible for an apparel brand to keep up and stay cool. But when done right, our brand data shows that brands can become...