Fashionable adolescent clothing brands experienced a decline in popularity.

Fashionable adolescent clothing brands experienced a decline in popularity.

In the ever-evolving world of fashion, understanding the preferences of the younger generation is crucial. According to the 2021 Piper Sandler survey and recent analysis, Hollister has emerged as the number one clothing brand among U.S. teens, reflecting a shift towards affordable, trendy casualwear.

Hollister's appeal lies in its affordable prices, trend-driven "cottagecore vibes," and a strong presence on TikTok, which resonates well with Gen Z and younger teens, known as Gen Alpha. The brand's TikTok account, Hollister, has over 600,000 followers and engages with users by following TikTok trends and teaming up with influencers on the app.

Nike remains a dominant favourite brand for U.S. teens, known for its iconic logo and popular product lines like Air Jordans. Nike's popularity has been consistently strong at least through 2024 and 2025, driven by the rise of activewear blending into everyday fashion.

Other brands that have gained traction in the teen market include Lululemon, Urban Outfitters, and Shein. Brands like American Eagle, PacSun, and Nike have also been popular apparel brands for U.S. teens over the years, according to Piper Sandler.

Interestingly, Hollister's parent company, Abercrombie & Fitch, has undergone a significant transformation. Abercrombie's reputation suffered in the past due to lawsuits for discriminating against a job applicant who wore a hijab and a transgender employee's firing. However, the brand has shifted away from its rebellious image and towards inclusivity. Abercrombie & Fitch stores have also closed the book on their oversexualized marketing strategy in 2015.

Express, another popular brand among teens in the early 2000s, hasn't been in the best standing recently, with its ongoing store reduction and third-place ranking in S&P Global Market Intelligence's "Most Vulnerable U.S. Retailers" list. Express has been testing out a new store concept called Express Edit, which tailors its product assortment to resonate with the community it is located in, offering personalized private styling appointments and a smaller footprint compared to mall-based locations.

Gap, another iconic brand from the early 2000s, launched a teen collection last year with sustainability as the collection's selling point. Despite years of decline, Gap recently found bright spots in its trajectory, such as its partnership with rapper Kanye West for a Yeezy Gap line and the popularity of its hoodies on TikTok.

Brands are warned against being inauthentic when hopping on trends, as Gen Z can be vocal about calling out bluffs. Brands that offer personalized shopping experiences, whether online or offline, tend to do well with Gen Zers. Brands like American Eagle have taken advantage of the online discovery process through marketing campaigns on Snapchat and collaborations with Twitch creators.

Gen Z is a racially and ethnically diverse group, with 25% identifying as Hispanic, 14% as Black, 6% as Asian, and 5% classifying as another race or two or more races. This diversity is reflected in the brands that appeal to this demographic, with a slight majority (52%) of Gen Z being non-Hispanic white, significantly less than the 61% of millennials who identified as non-Hispanic white in the early 2000s.

When an item is out of stock online, 74% of survey respondents said they'll switch to a different retailer. This highlights the importance of stock management for retailers targeting Gen Z.

In summary, the teen apparel market is dynamic and diverse, with brands like Hollister and Nike leading the way in casualwear and sportswear respectively. Brands that adapt to the preferences of Gen Z, prioritise inclusivity, and offer personalised shopping experiences are likely to succeed in this market.

1. The ever-evolving world of fashion is highly influenced by the preferences of the younger generation, particularly Gen Z and Gen Alpha.
2. Hollister, a brand favored by many teens, has gained its appeal due to its affordable prices, trend-driven aesthetic, and strong presence on TikTok.
3. Nike continues to dominate the market, popular for its iconic logo and blending of activewear into everyday fashion.
4. Lululemon, Urban Outfitters, and Shein are among the brands gaining traction in the teen market, while American Eagle, PacSun, and Nike are established favorites.
5. Abercrombie & Fitch, Hollister's parent company, has transformed its image, moving away from lawsuits involving discrimination and oversexualized marketing, towards inclusivity.
6. Express, once a popular brand among teens, is currently struggling with store reductions and vulnerability in the retail industry.
7. Gap, another iconic brand, is making a comeback with a teen collection focused on sustainability and partnerships with high-profile figures like Kanye West.
8. Brands must avoid inauthenticity when jumping on trends, as Gen Z is vocal about calling out insincerity. Personalized shopping experiences are key to winning over Gen Z.
9. Gen Z, a diverse demographic, is reflected in the brands that appeal to them, with a smaller percentage of non-Hispanic white Gen Z compare to millennials in the early 2000s. When an item is out of stock online, 74% of Gen Z is likely to switch to a different retailer, highlighting the importance of stock management for retailers targeting this demographic.

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