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?
Abercrombie & Fitch
Forever21 (#6 on favorite list)
Aeropostale (#14 on favorite list)
Old Navy (#2 on favorite list)
GAP (#7 on favorite…