One Company Tops Gen Z's Favorite Brands The study found that Nike dominated the rankings by a landslide. It was the runaway favorite brand for all teens in both clothing and shoes. In clothing, Nike was the preferred brand for 35% of those polled, followed by Lululemon and American Eagle at 6% and 4% respectively.
With a 35 percent share, Nike was the number one favorite brand for clothing among Gen Z's, with Lululemon and American Eagle, with a 6 percent and 4 percent share, respectively, coming in second and third.
Generation Z's unique style and bold personality have shaken the fashion landscape. Gone are the days of squeezing into skinny jeans and tight tops to achieve a petite silhouette (thank goodness!). Gen Z prefers comfortable and expressive clothing like loose-fitting jeans, crop tops, and oversized pieces.
đź‘ź Nike is the most authentic brand according to Gen Z
According to Gen Z, Nike is the most authentic brand right now—and its clear identity (conveyed through style and marketing), values consistently integrated across the brand, and thoughtful interactions with young consumers drive this score.
Clothing. In the clothing category, Nike is followed by the athleisure giant Lululemon at 6% and American Eagle at 4%. Notably, socially conscious brand Pacsun claims the fourth spot with 3%, signaling Gen Z's inclination toward brands that champion inclusivity and diversity.
Investigating Gen Z's Favorite Fashion Brands *worth the hype?!*
Why do Gen Z wear baggy clothes?
Instead of skinny jeans, Gen Z shoppers are embracing the low-rise, baggy pants that were all the rage in the early 2000s. Gen Z's love of baggy pants can be partially attributed to the way they think about styling their outfits: Rather than the going-out top, it's all about the fun pants.
The study found that Nike dominated the rankings by a landslide. It was the runaway favorite brand for all teens in both clothing and shoes. In clothing, Nike was the preferred brand for 35% of those polled, followed by Lululemon and American Eagle at 6% and 4% respectively.
Also known as the bird's nest cut, wet mop, and the zoomer perm, the broccoli cut is basically the apex of Gen Z styling innovation. The cut involves a high fade on the sides and back that leads into a full head of (usually) curly hair up top above the hairline.
Big box stores are still on top for young consumers
Other big box stores like Target, Kohl's, and Macy's are also among their faves, and YPulse recently told you how Gen Z and Millennials' love for big box stores, which we explore in our Mass Merch Mentality trend report, still rings true.
Streetwear and athleisure styles have become synonymous with Gen Z fashion. Incorporate comfortable and sporty elements into your everyday outfits. Experiment with oversized hoodies, joggers, sneakers, and statement accessories to achieve a trendy and laid-back streetwear aesthetic.
“Gen Z is expressing themselves through style because it's a way to imagine a different world than we have right now,” he said. “You can tell a story about yourself and what you care about, and I think that's even more important now that you have to create an image for yourself on social media.”
According to Klarna, the products that Gen Z shoppers spend on the most are clothing and shoes, groceries, beauty products, electronics, entertainment, pharmaceuticals, home and garden accessories, and automobile parts or accessories, among others.
In reality, as a study by Sheffield Hallam University found “17% of [Gen-Z] participants admitted shopping at a fast fashion retailer each week, 62% monthly and 11% yearly, with only 10% claiming that they had never purchased from a fast fashion retailer”.
Gen Z's unique mindset has blurred the lines of traditional dating milestones they inherited from previous generations. Young people today are hesitant to say that they're dating someone, much less being exclusive with them. “Commitment does mean tying yourself to something,” Emba said.
In a focus group held in September, Gen Zers between 18 and 26 spoke about what their future families might look like — if they choose to have them at all. Only two said they were set on having children. The rest, including Roberts, were largely ambivalent, saying they were undecided.
Gen-Z yellow (a bright and sunny color) was seen as being labeled as the next trend that will rival millennial pink. Similar to how Millennial Pink gained popularity, Gen Z today has its own set of preferred colors, with Cyber Lime and Digital Lavender taking the spotlight.
Like Millennial Pink, Gen Z colors favor the eye-popping Cyber Lime (forecasted to be big in 2024) and Digital Lavender, also aligned with inclusivity. “[Cyber Lime] can speak to all, which Gen Z is very sensitive to,” said Guilbert.
Social media is a huge trend for this generation. Instagram, Snapchat, and TikTok are, by far, the most frequently used platforms. One-quarter of Gen Zers spend five hours or more per day on TikTok. TikTok continues to soar in popularity among members of Generation Z (911% in 5 years).
Skinny jeans have been a contentious topic for several years online, as some Gen Zers have ditched the tight apparel in favor of straight-leg fits and oversized jeans, causing a crisis among some millennials still clinging to the skinny look.
“It's about being yourself and being one of a kind. It's also about sustainability. But it's playful.” She clarifies that the Gen Z focus on self-expression is about self-celebration, not a flippant sign of scorn: “Gen Z, fashion is not a way of disrespecting anyone.
We're expecting to see so much more power dressing in 2024, with a focus on monochromatic looks in shades of gray, black, and white. Channel your inner executive and pick up a tailored suit or some office-ready pumps, then pretend like you have your life in order.
