Millennials & Gen Z’s 20 Favorite Clothing Brands

We asked 1000 13-34-year-olds to tell us their favorite clothing brands… 

The evidence that young consumers’ preferences have created a retail wasteland continues to mount. Wet Seal is the latest youth fashion victim—unable to find extra capital or a buyer since they filed for bankruptcy in 2015, the struggling retailer has been forced to close all of its remaining 171 stores throughout 42 states. The announcement closely follows news that The Limited and American Apparel have also been pushed to close down their retail locations. But some experts say it’s not Millennials’ and Gen Z’s shopping habits that are to blame. According to a Forrester retail expert and analyst, U.S. retail revenue is expected to reach $3.4 trillion this year, and it’s only those retailers “struggling to connect with consumers” that are closing stores.

But the competition is high to connect with them, and with brand names mattering less to these generations, it’s a trickier game to stay on their radar. According to a 2016 Ypulse monthly survey, 66% of 13-33-year-olds disagree with the statement “I like to wear clothing items with logos on them” and 83% agree “I don't care about what brand an item of clothing is, as long as I like it.” To find out what clothing brands are resonating with these finicky young consumers right now, we just asked 1000 13-34-year-olds to answer the question, “What is your favorite clothing brand? Think of the name on the label”* —and we’ve got the 20 brands mentioned the most:

*These were open-end response questions to allow us to capture the full range of clothing brands that 13-34-year-olds consider their favorites. As with any qualitative question, the responses include those that are top of mind and those that are most highly thought of. The lists are ordered according to…

 
 

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The Newsfeed

Quote of the Day: “When deciding what products to buy, what’s most valuable to me is reviews from users regardless of whether or not I know them.”—Female, 32, MA

Adidas is continuing to take customization to the next level, with a new pop-up store that creates custom clothes in a majorly futuristic way. Knit For You, located in Berlin uses a laser body scanner to determine exact measurements for their personalized merino wool sweaters. To select their design, shoppers go into a dark room where patterns that can be adjusted with hand gestures are projected on their chests. The final chosen product is then knitted, washed, and dried in-store to be picked up in hours, for the price of $215. (Business Insider

BuzzFeed’s wildly popular food platform Tasty is expanding into the coffee business. In a partnership with NBCUniversal, Tasty has begun selling Brooklyn Roasting Company coffee beans, and of course, they’re “offer[ing] a quiz to help with decision making.” Quiz-takers will be asked about their favorite fruit, how they feel about caffeine, what their ideal morning is like, and more, to which they can answer with emojis. Once the coffee choice is made, consumers can make it even more personal by creating their own labels. (Grub Street)  

Chinese Millennials are using digital devices for “connection, discovery and actualization,” more often than their American counterparts. A recent global survey from Labbrand found that 85% of Chinese Millennials are using their phones to make in-store payments on a weekly basis, compared to 44% of U.S. Millennials. They’re also more likely to broadcast their behavior online: Over seven in ten Chinese Millennials are posting movie, restaurant, travel, and other activity-related reviews weekly and over half say they share everything they do online, compared to 44% and 28% of U.S. Millennials respectively. (ReadITQuik

What cities are Millennial homebuyers flocking to? According to an analysis by LendingTree, the top three are Pittsburgh, Washington, D.C., and Des Moines, Iowa—based on mortgage requests by those 35 and under. The online loan company says that on average 36.1% of all their mortgage requests came from the age group, a slight increase from the year before, which they say is “thanks to a stronger jobs market and overall economy.” They expect to see more young buyers looking for homes as financial situations keep improving. (Yahoo FinanceCredit.com

YouTube is being criticized for filtering LGBTQ content. Recently, YouTube creators have discovered that some content featuring LGBTQ titles and themes are being filtered when users enable “Restricted Mode” to screen out “potentially objectionable content.” YouTuber Neon Fiona pointed to her own page as evidence, citing that videos with “girlfriend” in the title were filtered under the mode, but videos with “boyfriend” in the title were not. Not all LGBTQ content is filtered and one YouTuber observes, “This is something that no one’s really sure how it’s working.” (Tubefilter

Quote of the Day: “When I was watching the Super Bowl, I switched the channel or left the room when it was a commercial break.”—Male, 27, MN

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