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

“I think we have a tendency to think that the world revolves around us and what we want and having a hard time to live up to the standards of having/living a perfect life.”—Female, 22, WA

A new quiz app’s R-rated categories are capturing teens’ attention. FriendO is rising through the ranks of the app store, but not by following the Play Nice, PG strategy that took tbh viral. FriendO users move up their friends’ rankings boards as they answer questions about each other, proving their friendship. If someone sends the app to three friends, they unlock NSFW categories like MSFK (Marry, Sex, Friend, Kill). But people are worried that none of these categories are barred to young users. (Mashable)

TGI Fridays is adding Instagrammable milkshakes to their menu with “cascading toppings,” “suspiciously” similar to Black Tap’s infamous creations. The “Extreme” milkshakes “take dessert to the next level” with a seasonal option piled high with Christmas cookies, and a s’mores shake topped with marshmallows, Oreos, and graham cracker crumbs. If that’s not enough to get Millennials in the door of chain restaurants that they notoriously avoid, both shakes can be ordered “boozy” (a tactic we’ve seen before). (Grub Street)

Seventeen is creating an LGBTQ community for teens with their new, “social-first” platform, Here. Instagram and Facebook form the main hub of Here, along with a dedicated vertical on Seventeen itself. Launched less than a week ago, content is already popping up on social and the site. Seventeen is appealing to the Genreless Generation, and one editor said Here will be “a resource and a place for teens to express themselves.” (Fashionista)

Rising musician Tallia Storm says her Instagram paid for her debut album. Lauded by Sir Elton John and Nile Rodgers, 19-year-old Storm leveraged The Influencer Effect for her own gain: Her debut album, Teenage Tears, was entirely self-financed via her earnings as a “fashion ‘it girl’” and Instagram influencer with over 300,000 followers. As a result, she had full creative freedom and became a “part of the growing staple of acts who are not repped by a major label.” Oh, and she got to open for Sir Elton John. (PR Newswire)

Kylie Cosmetics, Kylie Jenner’s online-only beauty brand sensation, has teamed up with Topshop to drive young shoppers in-store. Brick-and-mortar is far from dead, with research from TABS Analytics showing 66% of shoppers prefer to purchase new cosmetics in-store—and brands like this one are betting on IRL retail. Kylie Cosmetics is now available at seven Topshop stores across the country for just five weeks, and they’re accruing long lines of fans to test out the coveted lip kits in person. (BuzzFeed)

“…[Rick and Morty] has our generation's sense of nihilism, fear of wasted time, humor in unpredictability, and shy optimism in human relations.”—Female, 17, TX

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