There is no single answer, because findings depend on the survey, the year and the country. Two published studies give a useful picture, though both look at US shoppers.
A teen survey
Retail Dive reported on Piper Sandler’s spring 2023 survey of 5,690 US teenagers. Nike was the leading clothing brand, with 33 per cent, ahead of American Eagle on 7 per cent and Lululemon on 6 per cent. Amazon was the favourite e-commerce site, chosen by 57 per cent.
A wider youth survey
YPulse’s 2021 study of 13 to 39-year-olds put Amazon, Walmart, Shein, Nike and Kohl’s in the overall top five, with Shein ranking first among Gen Z. Forever 21, Rue 21 and H&M also appeared in Gen Z’s top ten, and about half of young consumers said they preferred shopping online to in store. In short, large online retailers and sportswear names feature strongly, but results shift over time.
Sources: Retail Dive: Gen Z brand preferences, YPulse: Gen Z shopping
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