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

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

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