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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies