Generation Z: Sports Brands Dominate in Fashion and Shoes

Which brands and labels are particularly popular with teenagers? The study "Taking Stock With Teens" by the financial company Piper Jaffray has devoted itself to this question and compiled the favourite brands of Generation Z, i.e. those born between 1997 and 2012. It is striking that in the fashion and footwear sectors it is sporting goods manufacturers who dominate the top.

When asked about their favourite clothing brand, 23 percent of those surveyed named Nike. The US sports company is thus clearly number one in the fashion sector ahead of American Eagle (10 percent). Third place goes to Adidas (6 percent), another sports brand.

Nike also leads among US teens in the footwear segment. 42 percent named the US sporting goods giant as their favorite footwear brand. Behind the lifestyle brand Vans (20 percent) in second place, Adidas (13 percent, third place) also follows in the footwear segment.

For the study Piper Jaffray interviewed a total of 9500 teenagers with an average age of 15.8 years. The Taking Stock With Teens study is published semi-annually.