By Robin Driver
August 27, 2018

A recent study of teenagers’ conversations by Engagement Labs has found that they are moving away from traditional youth brands such as Abercrombie & Fitch, as Nike continues to cement its position as a Gen-Z favorite.

The study, which focused on offline conversations between consumers aged 13 to 20, found that Nike was the most talked about apparel and footwear brand, discussed by 11.2% of teens, up 34% since 2013.

In the cross-category rankings, Nike came in fifth, behind iPhone, Apple, Coca Cola and Samsung. Walmart took seventh place, with 9.5% (up 20%), behind McDonald’s and ahead of Pepsi.

The study also found that in the apparel sector, youth brands such as Abercrombie & Fitch, Hollister and Aeropostale have lost ground with Gen-Z consumers in the last five years.

According to Engagement Labs, reduced interest in these heavily mall-reliant retailers could well reflect a wider trend, as young consumers move away from destination retail, increasingly preferring convenience store-style spaces. The same shift is responsible for declines in discussions concerning retailers such as Nordstrom, JCPenney, Kohl’s, Macy’s, Kmart, Sears, and TJ Maxx.

Read the full Fashion Network article, here.

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