Teens reveal the – Gen Z giveth and https://www.sbobetcb.com/ Gen Z taketh away — at least when it comes to brand buzz.
While young shoppers have proven to have the power to swathe companies in relevance, their waning interest can be equally as impactful. According to Piper Jaffray’s latest report on the shopping habits of teens — which examined survey responses from 9,500 shoppers across 42 states, with an average age of 15.8 years old — there are 16 brands across both male and female shoppers that are quickly falling out of favor.
According to the findings, apparel comprises 27% of the wallet share of female teen shoppers, compared to 23% for men. The study also revealed that apparel spending was down 3% year-over-year, though females outspent males by approximately $170.
“Broadly, the casualization of fashion continues,” Piper Jaffray wrote in a press release about Gen Z shoppers, noting that they contribute $830 million in retail sales annually.
See the full list of brands teens are ditching — ranked in order of the percentage of teens who said they are no longer wearing each brand, from lowest to highest — below:
Vineyard Vines
Vineyard Vines, the brand formerly loved best among bros, appears to be having a falling out with young shoppers.
Old Navy
Though Old Navy is in the process of spinning off from its parent company Gap, Inc., some have expressed hesitancy regarding its capacity to operate as a standalone company in light of recent sales slips.
Victoria’s Secret
Victoria’s Secret had an especially rough year. The brand had already been criticized for its oversexualized marketing approach and lack of inclusivity in recent years, but this summer it was revealed that owner Les Wexner had ties to convicted sex offender Jeffrey Epstein.
American Eagle
Though American Eagle has been supported for the rising popularity of its Aerie brand, not all of its forays into areas like experiential retail have caught on with young shoppers.
Forever 21
Forever 21 filed for bankruptcy earlier this month, a move that experts said was partially caused by the retailer’s inability to properly appeal to Gen Z shoppers.
Hollister
Hollister, which is owned by Abercrombie & Fitch Co., has spent the last several years working to turn around hypersexualized clothing and marketing paired with falling foot traffic in malls. According to a spokesperson, the first quarter of 2019 marked its tenth consecutive quarter of positive sales.
Despite its place on this list, teens’ opinions are clearly mixed on the brand — it also appeared on the list of the top 10 favorite apparel brands.
