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

Quote of the Day: “A wedding trend I’ve noticed recently is guests not dressing formally to the reception/wedding, more come as you are attitude.”—Female, 24, MI

This week, Mattel introduced an American Boy doll, their first male offering in the company’s 31-year history. New doll Logan Everett is part of a pair of singer-songwriters from Nashville who come with music-inspired accessories. The company reports that customers have been asking for a male doll for some time, and Mattel’s continuing strategy to diversify their offerings helped increase sales by 4% last year. (KidscreenNYTimes

Kids in Australia are spending more time online than watching TV. Research firm Roy Morgan reports that in 2016 six-13-year-olds spent an average of 12 hours a week online compared to 10.5 hours spent in front of the TV, the first time internet surpassed TV since the survey began in 2008. Online time has also almost doubled in the last eight years. The firm says, "The idea that TV is boring no matter what is on is just because TV is so static and it might have ads on it." (ABC

The current state of the White House has ignited Gen Z’s interest in politics—according to AwesomenessTV’s CEO, Brian Robbins. He reports that his own children’s newfound fascination with politics sparked by the recent election has inspired him to bring more political content to AwesomenessTV. Because “[a]n audience that really wasn't that interested is now really interested," the company will move away from “fluffy, horrible” entertainment news into political news, which could be in the form of documentaries, or scripted shows. (Business Insider)

Millennials are reporting higher rates of depression than any other generation, creating challenges at work. To avoid the stigma surrounding mental issues, young employees are increasingly resorting to using personal days to recuperate from anxiety, depression, and other afflictions. According to one expert, “this generation is not necessarily more depressed than workers of past generations, but more equipped to recognize it”—however, they fear judgement from their employers. (MarketWatch)  

Is Snap Inc. really a camera company? They say they are, and in their IPO filing the brand wrote, “In the way that the flashing cursor became the starting point for most products on desktop computers, we believe that the camera screen will be the starting point for most products on smartphones.” WeChat’s ability to read QR codes, Pinterest’s new visual search, and Facebook Messengers’ new visual capabilities all point to expanding capabilities of a camera—and the fact that “users’ experience of the world is increasingly mediated through cameras.” (The New Yorker)  

Quote of the Day: “I have a diamond wedding ring but any stone would be beautiful and appreciated.”—Female, 24, MN

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