- Piper Jaffray released its latest survey on the shopping habits of teens and found 16 brands falling out of favor among male and female consumers.
- The report analyzed responses from 9,500 shoppers across 42 states with an average age of 15.8 years old.
- See the full list of brands losing momentum with teen shoppers, below.
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Gen Z giveth and 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:
16. Vineyard Vines
- John Lamparski / Stringer / Getty Images
Vineyard Vines, the brand formerly loved best among bros, appears to be having a falling out with young shoppers.
15. 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.
14. 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.
13. 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.
12. Forever 21
- Bethany Biron/Business Insider
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, 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.
10. Abercrombie & Fitch
Though Abercrombie & Fitch regained some clout after it underwent an extensive rebranding process, the teens in the survey said they’re wearing less A&F.
- Shoshy Ciment/Business Insider
Though Puma had a bump in recent years through buzzy partnerships with celebs like Rihanna, it apparently wasn’t enough to garner the love of teens in the second half of 2019.
- Liu Junfeng/Getty Images
Skechers recently posted a particularly weak earnings report, blaming the poor sales numbers on a “short back-to-school period.”
- Budrul Chukrut/Getty Images
In an attempt to compete with peers like Nike and Adidas, Reebok has launched a series of gimmicky shoe designs – like these mismatched sneakers that look like Buzz Lightyear and Woody from “Toy Story” – and marketing campaigns filled with celebrities.
- Thomson Reuters
Despite attempting to make a comeback after filing for bankruptcy in 2016, the teen retailer appears to still be struggling to capture the attention of shoppers.
- Getty/Carsten Koall
Adidas was another brand listed among Gen Z’s favorites, pointing to some more conflicting ideas around apparel.
Like Under Armour, Gap has also been plagued by a series of low-performing quarters and business woes. The retailer continues to close stores and is in the process of parting with its Old Navy sister brand.
Interestingly, Nike was listed as the favorite apparel brand among teens in the same Piper Jaffray survey – and also recently blew past Wall Street expectations in its latest earnings report – so perhaps this placement points to some fickle sentiments.
2. Under Armour
- Shoshy Ciment/Business Insider
Under Armour has experienced a challenging few years of slumping sales, in part due to failure to innovate its product assortment and style in a manner that would better appeal to Gen Z shoppers.
- James Leynse/Getty Images
Justice, owned by the Ascena Retail Group, is the largest tween retailer in the world, catering largely to girls ages 6-12. Though Justice was poised to take the place of Limited Too, even taking over select stores after the brand was shuttered, it seems to be struggling to win over young shoppers.