In a sea of choices, Gen Z’s preferences in the world of fashion and accessories are creating ripples. Here’s a breakdown of their favorite brands, surprising and dominating the market, based on a comprehensive survey conducted by Piper Sandler in September 2023 drawing from more than 9,000 responses from teenagers across 49 states in the US, here’s the most recent insight into Gen Z trends influencing consumer behavior in 2023.
When it comes to clothing and shoes, one brand stands head and shoulders above the rest—Nike. A staggering 35% of Gen Z teens favor Nike in clothing, making it the top choice. In the shoe department, Nike’s dominance is even more pronounced, securing a remarkable 61% popularity among teens. The Swoosh is undeniably the reigning champion in Gen Z wardrobes.
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.
Footwear
Nike’s stranglehold on Gen Z preferences extends to footwear, with an impressive 61% choosing the sportswear giant. Converse and Adidas secure the second and third positions with 9% and 7%, respectively. However, both fall significantly behind Nike’s overwhelming popularity.
Handbags
In the world of handbags, luxury brands continue to reign. Coach leads the pack with a notable 19% preference among Gen Z teens. Louis Vuitton and Kate Spade follow closely with 11% and 10%, respectively. This reaffirms the influence of luxury brands, amplified by social media, particularly TikTok.
The Shifting Landscape: Trends and Concerns
Piper Sandler’s survey also sheds light on the evolving spending patterns of Gen Z. Overall teen spending witnessed a slight dip of 1% year-over-year, attributed to factors like inflation and growing environmental concerns. Female spending, particularly on apparel and shoes, experienced a decline of 9% and 5%, while accessories spending saw an 8% increase.
Gen Z’s Power in Shaping Brands
As Gen Z navigates economic uncertainties and leans into sustainable practices, brands face the challenge of aligning with these evolving values. The data speaks volumes—brands that resonate with authenticity, inclusivity, and sustainability are the ones gaining Gen Z’s allegiance.
Additional Insights into Gen Z Consumer Behavior
1. Teenagers in the upper-income bracket, particularly males, showed the most significant year-over-year increase in spending, with a notable 11% rise.
2. Female teenagers experienced an 8% decline in overall spending during the same period. However, there was an 8% increase in spending on accessories.
3. Upper-income male teens allocated 25% of their spending on food.
4. Among female teens, clothing constituted the largest share by category, accounting for 28% of their spending. This is a slight decrease from the 30% reported a year ago.
5. Video games made up 11% of male teen spending, a slight decrease from the previous year’s 12%. About 33% of male teens expressed plans to purchase a current-generation video game console (PlayStation 5, Xbox X/S, etc.) within the next two years.
6. Beauty-related spending averaged $324 per year, with cosmetics experiencing a significant 33% year-over-year increase, reaching $127 per year.
7. While Cash App remains the preferred choice for peer-to-peer money transfers among teens, Apple Pay (42%) surpassed Cash App (27%) for retail payments.
8. The use of virtual reality (VR) devices among teens dropped from approximately 14% to about 10% in Spring 2023. However, ownership of VR devices increased from 29% to 31% among teens during the same period.
Conclusion
In conclusion, while Nike currently dominates, the door is wide open for brands that can authentically connect with the values and aspirations of Gen Z. The game is afoot, and the brands that understand and embrace the shift will undoubtedly find themselves at the forefront of Gen Z’s ever-evolving fashion outlook.
