Why Millennials Are Divided on These Three Clothing Brands

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We dug deeper into Millennials’ favorite and least favorite clothing brands and found out why they are divided…

We recently asked Millennials and Gen Z to tell us their favorite clothing brands, and their least favorite—and found some interesting crossover. As we noted, twelve brands made the top 20 list of both favorite and least favorite:

  • Forever21: #6 on favorite list, #2 on least favorite
  • Aeropostale: #14 on favorite list, #4 on least favorite
  • Old Navy: #2 on favorite list, #6 on least favorite
  • GAP: #7 on favorite list, #7 on least favorite
  • Nike: #1 on favorite list, #8 on least favorite
  • American Eagle: #3 on favorite list, #10 on least favorite
  • H&M: #5 on favorite list, #12 on least favorite
  • Levi’s: #4 on favorite list, #13 on least favorite
  • Under Armour: #9 on favorite list, #15 on least favorite
  • Victoria's Secret Pink: #17 on favorite list, #17 on least favorite
  • Express: #8 on favorite list, #18 on least favorite
  • Adidas: #12 on favorite list, #20 on least favorite

So what’s happening here? As we often tell brands, while strong differences exist between generations, the reality is that there are more than 100 million Millennials and teens in the U.S. Generations have common characteristics and values, but they're not a monolith, and so of course differences in opinion within the groups is going to occur. Thankfully, there are dynamic differences in perception, opinion, and behavior within this massive youth population. While a significant percentage of young people might love a brand for certain reasons, an equally significant percentage of young people might dislike this same brand for the very same reasons, or for completely different reasons.

When a brand appears on both lists, we can see that it's polarizing—the "whys" behind what is attracting the fans and…

 
 

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The Newsfeed

“I love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

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