Business Insider recently detailed a report by Piper Jaffray that “analyzed responses from 9,500 shoppers across 42 states with an average age of 15.8 years old” regarding shopping habits and found that “there are 16 brands across both male and female shoppers that are quickly falling out of favor.”
The most disliked brand, according to the report, is something called Justice, which is struggling to gain traction with teen shoppers despite being (it turns out) the “largest tween retailer in the world.”
Second on the list is Under Armour, whose position, BI said, is due to “failure to innovate its product assortment and style in a manner that would better appeal to Gen Z shoppers,” and really only has Steph Curry’s line and a weird A$AP shoe when it comes to zeitgeist-y offerings.
Nike, somehow, is third, despite also being the “favorite apparel brand among teens,” proving mostly that teens are still “fickle” and that some are still contrarian. The same rationale is applied to Adidas’ fifth place finishing.
Between those two is Gap at fourth, followed by Aeropostale, Reebok, Skechers, Puma (even with the Rhianna/Jay-Z push) and Abercrombie & Fitch rounding out the top 10.
Hollister was ranked 11th, and Forever 21, American Eagle, Victoria’s Secret, Old Navy and Vineyard Vines, in that order, made up the rest of the list.
How important is Gen Z? According to the story, they contribute “$830 million in retail sales annually.” So, important.
You can read more about it at Business Insider.