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

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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