Millennials & Gen Z’s 20 LEAST Favorite Clothing Brands

We asked 1000 13-34-year-olds to tell us what their least favorite clothing brand is, and why…

It’s telling that when we ranked Millennials & Gen Z’s 20 favorite clothing brands last week, we still had to talk about the complete havoc that young consumers have been wreaking over the retail landscape. Wet Seal, The Limited, and American Apparel are just three recent examples of formerly shining youth brands forced to close down retail locations. These days brands are going to extremes—from major makeovers to business model reboots to experiencification—to attract them to stores. In short: 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.

We’ve been keeping track of their favorites for some time to keep tabs on the brands that are staying positive in their eyes. But this year, we also asked them to tell us what clothing brands they don’t like right now, and why. In a recent Ypulse monthly survey, we asked 1000 13-34-year-olds to answer the question, “What is your least favorite brand of clothing? Think of the name on the label.”* We’ve ranked their top 20 responses into an unliked list:

*These were open-end response questions to allow us to capture the full range of clothing brands that 13-34-year-olds consider their least favorites. As with any qualitative question, the responses include those that are top of mind and those that are least favored. The lists are ordered according to number of responses received, and alphabetically when ties occurred. 

What Are Their Least Favorite Clothing Brands?

13-34-year-olds

  1. Abercrombie & Fitch

  2. Forever21 (#6 on favorite list)

  3. Walmart

  4. Aeropostale (#14 on favorite list)

  5. Hollister

  6. Old Navy (#2 on favorite list)

  7. GAP (#7 on favorite…

 
 

Want to talk to us about the article
or dive into a custom study?


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

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies