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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The Newsfeed

“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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