The Generation Z study by investment firm Piper Jaffray found that teens prefer casual fashion trends. Along with naming leading brands such as Nike and Tarte, the demographic also showed an affinity for retailer ULTA and footwear brand Vans.
“Broadly, casualization of fashion continues, and footwear is gaining wallet share,” says Erinn Murphy, senior research analyst, Piper Jaffray. “Brands lululemon and Vans hit survey peak share. Within beauty, ULTA was the No. 1 preferred destination–unseating competitor Sephora for the first time.”
Additional insights from the study included data on video game sales growth, the impact of beauty influencers on cosmetics and an overall increase in smartwatch usage.
Spending and shopping behavior trends include:
- Food continues to be male teens’ No. 1 spending category (23 percent);
- Clothing is female teens’ No. 1 wallet share (25 percent);
- Male spending on video games has reached a new peak (14 percent);
- 90 percent of female teens preferred shopping for beauty in-store versus online;
- 80 percent of teens say they get their beauty tips from influencers, with Kylie Jenner and James Charles listed as their favorite beauty influencers on social media and
- Fashion Nova steps into the Top 5 shopping websites for females, while StockX moves up to No. 9 for males.
Brand preferences trends include:
- Athletic brands remain strong, with Vans and lululemon each achieving new survey highs;
- Vans has hit the highest level in survey history as a favorite footwear brand at 20 percent, the closest any brand has been to Nike in years;
- Chick-fil-A remains the No. 1 restaurant for three surveys;
- lululemon has hit an all-time survey high (No. 2 preferred athletic apparel brand, No. 8 overall apparel);
- ULTA has overtaken Sephora as the preferred beauty destination for the first time at 31 percent;
- Mario Badescu continues its upward trend, rising to No. 2 (versus No. 6 last spring) and
- iPhone ownership peaks at 83 percent, and smart watch ownership is up significantly at 27 percent.