What are Gen Z’s favorite brands?

In a survey conducted by BOF Insights and Juv Consulting, nearly 1,000 Generation Z consumers were asked about their favorite brands. Here are the results.

Gucci and Nike positioned themselves as the favorite brands. Both brands have launched a series of powerful marketing strategies, such as the collaboration between Gucci and Roblox to connect with the generation between 12 and 25 years old, which represents 25% of the world’s population.

Despite this, Nike was by far the top brand chosen in this survey, which is part of a much larger study entitled “Gen-Z and Fashion in the Age of Realism.” One that explores this generation’s relationship with fashion, their sources of inspiration and the brands they most admire, and why.

Generation Z has been the focus of creation for the past few years, the direct inspiration on which fashion creates and fades: the course taken by TikTok’s micro-trends as its cult social space. It is the youth that generates and unmakes trends, born during the “Flop Era” or era suspended between disappointment, instability and contradiction.

THE DUALITY BETWEEN LOW COST AND LUXURY

This survey conducted by BoF Insights in collaboration with Juv Consulting reveals that although fast fashion does not top the list of favorite brands, H&M, Zara and Shein are very high on the list. Data that contradicts their sustainable philosophy of protecting the environment and fighting climate change. Even so, the affordability of such products, and the inflation of luxury, shake their ethics and establish themselves as important criteria when it comes to buying. Sixty-six percent say price is one of the three most important factors when buying a fashion brand, followed by style and sustainability.

“This state of the world is going to continue for Generation Z, it drives a lot of the psyche of this generation…. Gen Z’s buying power is particularly difficult to unlock because money is really hard to earn and this generation has very different values,” Diana Lee, director of research and analytics at BoF, said of the report.

THE RANKING

Nike has become the most desired brand, thanks to its casual but fashionable streetwear designs and its regular collaborations with high fashion houses, such as Jacquemus or Martine Rose. Their “affordable” prices and the marketing campaigns with which they defend different social causes are what have raised the swoosh’s image.

Gucci is in second place, followed by adidas, being the only luxury brand that manages to position itself among the top 10. The former Michele-led house has achieved this empirical status thanks to its strategies combining the exploration of new technological formats, its NFT or virtual spaces, and its promotion of circular fashion through Gucci Vault. Will it continue in this position after the fall of the Gucci house and the exodus of Alessandro Michele?