Millennials & Gen Z’s 20 Favorite Places to Buy Clothing

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

We asked 1000 13-34-year-olds to tell us their favorite places to buy clothes—and ranked their top stores and shopping venues…

The opinions of Millennials and Gen Z can make or break brands, and they’re doing everything they can to stay in their good graces—and get them into stores. These days brands are going to extremes—from major makeovers to business model reboots to experiencification—to bring them offline, and off Amazon, and into brick-and-mortar locations. American Eagle is experimenting with serving teens (non-alcoholic) fancy drinks in stores with the café concept Drink, Abercrombie & Fitch has launched new “warm, inviting, inclusive, and open” stores to show off their image makeover, Sunglass Hut is luring Millennials in-store with the promise of the perfect selfie. Once e-commerce only, Warby Parker is expanding with 25 retail locations this year featuring vintage arcade games, photo booths, and salespeople armed with past online consumers’ preferences, with the mentality that it isn’t “retail [that] is dead, [but] mediocre retail experiences”—a concept we discussed in our predictions for 2017, and our Experiencification trend.

There are multiple ways that physical shopping is still playing a role in young consumers’ behavior—and entwining with online shopping. A new GFK study found almost half of 18-26-year-olds in the U.S. are engaging in ‘webrooming,’ or researching a product online and then purchasing in person. This form of shopping among the group has increased by 5% from 2015, with a little over half saying it is the cost of delivery that is influencing them. About a one-third also say they’ve done the opposite—researched in-store than bought online—signifying that the group is shopping from multiple channels. In fact, Aldo credits their “Channel Agnostic Strategy”…

 
 

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Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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