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…

 
 

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The Newsfeed

“As a graphic designer, without the arts being available to me in school I would have been lost as a child and where to take my career path. The fact that schools are cutting art programs is heartbreaking.”—Female, 24, NJ

Applebee’s is putting down the sriracha and giving up on trying to appeal to Millennials. The brand has decided their newer menu items—like a “triple pork bonanza” sandwich—and attempt at a “modern bar and grill” reinvention has “alienate[d]” Boomers and Gen Xers. They’re shutting down more than 130 restaurants and bringing back initiatives from before their attempted “pendulum swing towards millennials,” all-you-can-eat specials and 2-for-$20 deals. Other brands are creating new spin off chains to appeal to fast-casual lovingMillennials, that “[lack] the associated baggage of the old.” (Inc, NPR)

Adults-only ball pits, bouncy houses, and giant slides are sweeping the U.K. Millennials seeking a break from adulthood are flocking to places like Wacky World’s “massive bouncy-castle obstacle course,” which started out as a children’s event. The founder received so many requests that now every event has an 18-and-over slot, and has expanded to 19 cities. This “trend for arrested development activities” is caused by nostalgia, but the influx of marketing and branding leveraging the emotion could be popularizing these playgrounds for adults. (The Guardian)

Facebook is responding to the trend of asking for birthday charitable donations by integrating it right into the platform. Users in the U.S. can now trade in all the “HBD”s they get on Facebook for donations to the cause of their choice: well-wishers will be notified of the birthday along with the selected non-profit, and get the chance to donate. Facebook will ask users which charity they wish to dedicate their day to two weeks in advance, allowing them to choose from 750,000 organizations. (TNW)

Appear Here is the Airbnb of pop-up shops, giving brands their perfect temporary store for the new era of retail. The company finds short term retail space, and has worked with big-name brands like Nike and Net-a-Porter to open “experimental activations” or “test new products.” As brick-and-mortar continues to suffer and long-term stores close, Appear Here says physical retail is still needed, but to “tell a story.” The pop-up industry was valued at $50 billion in 2015, and provides a more low-risk, flexible option to avoid the retail wasteland. (Glossy)

Millennials & Gen Z are turning a profit online and on mobile by re-selling their retail. Thredup, Poshmark, and Depop are just a few of the most popular brands cashing in on the resale economy’s $18 billion market, and some shoppers say they are making $300 a week on the platforms. Some are also using social to sell, often in conjunction with apps or sites, including Snapchat, Facebook Groups, and Instagram. College students on a budget are reportedly especially drawn to resale, thanks to convenience, value, and access to luxury at a lower price. (FN)

“Adult means being entirely independent. I pay my own bills, make all decisions in my life, and feel very in control.”—Male, 20, NY

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