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 honestly wouldn't like to communicate with brands, unless it is to solve problems their brand is causing.”—Female, 27, MI

Why don’t people seem to care as much about fake followers on Instagram as on other platforms? Because while Facebook and Twitter are bashed for feeds full of fake news, no one holds Instagram to the same standard. The image-centric platform is inherently “a hyperreality,” where no one’s candid shot is truly spontaneous, and photo-shop freely fills feeds. Where does it get tricky? With Influencers, who are expected to garner true engagements for brands. (Real Life)

Influencer marketing faced another tricky situation this week when PopSugar replaced influencers’ affiliate links with their own. RewardStyle and its Instagram product LikeToKnow.it’s network of content creators’ photos and sometimes entire feeds “were copied to the site via “thousands of ‘falsified vanity pages’ containing millions of images belonging to the network’s content creators.” The group is planning on seeking a class-action lawsuit on their intellectual property and for the lost revenue that PopSugar made each time a customer clicked to purchase. (Racked)

Colleges are giving out more merit-based aid to win over top students. Tuition discount rates have risen to a record 49.1% for first-time, full-time freshman attending private universities, up over 10% from ten years prior—according to the National Association of College and University Business Officers. By using data-driven analysis to calculate just how much aid is likely to lure a top student in, colleges are seeing success upping their prestige. However, the practice has also “created a closing of the doors for low-income students,” according to one policy analyst. (WSJ)

Apple is betting that young consumers could bring back magazines via a magazine subscription service. The tech company took a gamble by buying Texture, a subscription service for over 200 titles that’s been dubbed the “Netflix of Magazine Publishing.” The app aggregates articles into a single browsing experience, rather than being separated by title, and pays the included publications. Apple has announced plans to integrate the service into their Apple News app, the latest incarnation of their less-than-successful Newsstand app. (Bloomberg)

Function of Beauty is customizing hair care, blending up shampoo and conditioner for each customer based off a five-question quiz. Beauty companies big and small have hopped on the Customization Nation trend, and Function of Beauty takes that to the next level with their hyper-personalized hair care set. They're customizing everything from the fragrance to the chemical components, and even going so far as to print the purchaser’s name on each product. The founder explains, "Every single person is unique and different...why negate that instead of catering to it?" (Paper)

“[Allison Raskin] is open about her struggles with mental health, and she is also funny.”—Female, 19, CA

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