Gen Z & Millennials Think These Are 10 of The Hottest Fashion Brands

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Clothing and accessories are at the top of young consumers’ wishlists, and our youth brand tracker reveals what fashion retail brands they think are hot right now…

When we asked Gen Z and Millennials what they want to receive for the holidays this year, clothing/accessories made the top of the list for the first time in years. (Money had been nabbing the top spot since 2016.) Clothes were also a major theme when we looked into how (and why) young consumers are treating themselves. Our recent trend research found that 43% of 13-36-year-olds like to buy nice clothes/accessories when they decide to treat themselves.

Needless to say, despite a rocky run of years trying to adjust to young consumers’ purchasing preferences and patterns, these are positive notes for the fashion retail industry. The New York Times also reported recently that some stores are rising up out of the retail apocalypse, with sales on the rise for several major brands. With clothing top of mind, and at the top of many of their shopping carts, we tapped into our youth brand tracker to find out which fashion retailers might be getting the benefit of positive buzz right now.

Our youth brand tracker Ybrands has collected over 60,000 interviews so far this year, tracking brands across a variety of variables, from the brands seen as supporting causes to the brands they’re telling their friends about—and the brands they think are hot right now. Here are the fashion retail brands that made it to the top of that ranking:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

*Ybrands measures young consumers’ relationships with a brand based on a weighted 6-point scale, ranging from “Never heard of this brand” to “This brand is one of my favorites.” As part of Ybrands’ “Brand Momentum” metric, we also ask respondents “Which of the following are hot right now?” These are the top brands that were rated “hot,” among those who are aware of the brand. The brands on this list are among the almost 300 brands included in the brand tracker as of 12/4. Rankings are subject to change as more brands are added and removed. 

As we’ve seen in several other rankings, Nike is a top brand among young consumers—and the brand they’re most likely to say is hot right now, winning the top spot among all age groups. From their products to their marketing (yes, young consumers did like the Kaepernick move) it seems Nike can do no wrong. And the streetwear/athleisure trend is clearly still in full force, with sportswear and athletic brands crowding this top ranking.

We see far more variety in the second place spot, with 13-17-year-olds more likely to say Under Armour is hot, 18-24-year-olds to say Supreme is hot, and 25-36-year-olds to say that Jordan is hot. However, there is a fair amount of crossover between age groups, with all three of these brands making the top ten ranking among almost all. The major exception here is Under Armour, which falls to #16 among 18-24-year-olds.

Of course, the brands that female and male young consumers think are hot aren’t exactly the same:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

While Nike still comes in at the top spot for both lists here, PINK, Victoria’s Secret, and Fashion Nova (the fast fashion brand that's Googled more often than Chanel) rank high as hottest brands among females, while Jordan and Supreme rank high among males.

Supreme makes the ranking for both genders as well, proving that their current status as the cool kid in the retail room stands strong.

To download the PDF version of this insight article, click here.

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The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

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