Figuring out what’s “cool” to Gen Z can sometimes feel like a full-time job for brands. For this gen, cool isn’t just about logos or legacy; it’s about standing out, staying relevant, and even having the right prices. And with Gen Z being today’s trendsetters, brands can no longer decide what’s cool anymore, these young gens do. In the fashion industry especially, trends shift as fast as the FYP, meaning only a few brands can manage to stay on top. So, which ones are making the cut right now? YPulse’s Brand Tracker monitors the brand health of over 600 brands on a weekly basis, revealing 13-39-year-olds’ affinity for brands across industries.* The brand data looks at 20 youth-centric diagnostics, including which brands they think are cool, get them, reflect diversity, and more. Our data shows these are the top 10 fashion and apparel brands 13-24-year-olds say are the coolest right now, and that it differs for males and females: Gen Z males think luxury brands are the coolest ...
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