Gen Z Favourite Clothing Brands: Unveiling Trends and Paradoxes

Surprisingly, 79% of Gen Z individuals acknowledge that saving money is important and believe it would be advisable to do so at the moment. However, only 22% plan to spend less in the near future. This gap between awareness and action offers a unique insight into the financial behaviours of this new generation of consumers.

While Gen Z values the concept of saving money, this doesn't always translate consistently into actual saving or reduced spending behaviours. The reasons behind this could be manifold, ranging from economic capacity to the influence of broader socio-economic factors. As we navigate these insights, it becomes evident that there is a nuanced story behind each statistic. For brands and marketers, understanding these discrepancies is key to engaging with Gen Z effectively, crafting strategies that resonate with both their financial ideals and their real-world practices.

Top Clothing Brands among Gen Z

We also asked Gen Z about their favourite clothing brands. The research positions the Swedish mastodon H&M as the leading clothing brand in Gen Z awareness, with a striking 79% awareness rate. Close behind are other established brands such as The North Face, ZARA, and SHEIN, each known by 76% of the surveyed Gen Z individuals.

Examining the complete brand funnel of fashion brands, some interesting nuances appear when it comes to preferences and behaviour. For instance, while 33% have recently purchased from H&M, only 17% show a genuine preference for the brand. Similarly, ZARA has seen a recent purchase rate of 32%, with 16% of Gen Z expressing a preference for the brand.

H&M, The North Face, Zara and SHEIN are the most known fashion brands among Generation Z

The Opeepl Gen Z Tracker, Wave 1, study (Q4, 2023)

In contrast, The North Face aligns its purchase rates with brand preference at 20%, signalling coherence between brand preference and purchase. SHEIN is familiar to 73% of Gen Z and has a knack for attracting consumers who are ready to make purchases. Out of the Gen Z individuals who know SHEIN, 34% have made recent purchases. However, only 19% of Gen Zs prefer the brand.

Gen Z Shopping Paradox

Generation Z, known for its progressive social and environmental awareness, often faces a paradox in its shopping choices. While they advocate for sustainable and ethical practices, their purchasing decisions don't always align with these ideals.

No doubt, the social commerce aspect significantly influences Gen Z shopping behaviour. They are highly active on social media platforms, where they engage with brands and follow trends. This digital engagement often leads to impulse purchases driven by the fear of missing out on the latest trends.

Gen Z purchasing decisions don't always align with their social values

Our Gen Z study shows that 32% of Gen Z shoppers who claim to be eco-friendly recently bought from SHEIN, a brand criticised for its negative environmental impact. This percentage is comparable to the 34% of all surveyed Gen Z consumers buying from SHEIN. This suggests that SHEIN effectively caters to both environmentally conscious and less environmentally conscious young consumers.

This contradiction extends beyond fashion to other categories like personal care and food & beverage.

Read more in the full report here

For a deeper understanding of Gen Z shopping behaviour and how social commerce plays a role in their decision-making, this SimplicityDX's article provides some valuable insights.

Me vs. We in Purchase Decisions

Driver Analysis of the Gen Z Tracker data, conducted using the Johnson Relative Weights methodology, indicates that personal factors predominantly influence Gen Z fashion purchases, accounting for 79% of their buying decisions. These factors include a "sense of belonging," "brand love," "appreciation for customised products," and a desire for brands that "enhance their personal image." Gen Z places significant emphasis on personal preferences and self-expression in their fashion choices, reflecting a strong desire for individuality.

Personal drivers have a share of 79% in explaining recent Gen Z fashion purchases

Conversely, social factors, including "environmental responsibility," "support for charities," and the promotion of "diversity and inclusion," have a share of 21% in explaining recent Gen Z fashion purchases. This suggests that while Gen Z is aware of and supportive of these issues, their immediate personal motivations play a more significant role in their buying decisions.

To understand how Gen Z is expected to shape the apparel and fashion market, TexSpace Today provides relevant insights here.

Applying Insights to Connect with Gen Z

For fashion brands aiming to resonate with Gen Z, understanding and catering to their individualistic tendencies is crucial. Brands should create products and strategies that allow Gen Z to express their unique styles and personalities. Focusing on personalisation and aligning with their values can help brands establish a deeper connection.

Balancing personalisation, authenticity, and social and environmental considerations is key to appealing to Gen Z consumers

Fashion brands need to be dynamic and responsive to the evolving preferences of these younger consumers. Incorporating social and environmental considerations into their strategies, while prioritising individualistic and personalised experiences, is key to appealing to Gen Z consumers.

For a deeper exploration of how Gen Z is reshaping fashion, visit Euromonitor's article.

Summary

Gen Z fashion preferences are influencing current trends and shaping the future of the fashion industry. Their distinct values and trendsetting inclinations are pivotal in the evolving landscape of fashion.

Here are the main insights from Opeepl’s Gen Z Tracker, Wave 1, regarding the Fashion Category:

• Gen Z economic outlook is a mix of optimism and practicality. They maintain a balanced economic perspective, combining optimism with practical considerations about their financial future. Despite this, they do not make significant changes to their spending habits. This duality presents a unique challenge for fashion brands aiming to appeal to this demographic.'

• Examining favourite Gen Z fashion brands reveals a diverse range of preferences. While H&M, The North Face, and ZARA are well-known, further analysis shows that brand loyalty and preference are more intricate. SHEIN, despite its not-so-eco-friendly reputation, has a higher percentage of purchases in the bottom of the brand funnel, indicating its market strength.

• The contrast between Gen Z values and their actual shopping choices reveals an interesting paradox. Despite their strong stance on social and environmental issues, their purchasing decisions occasionally contradict these values. This discrepancy suggests that personal factors might take precedence over social factors and ethical considerations.

For fashion brands, the key to resonating with this demographic lies in balancing personalisation, authenticity, and ethical practices. Understanding Gen Z preferences is essential for brands to stay relevant and appealing in a rapidly changing market. 

To learn more, get access to more Gen Z Tracker, Wave 1, data here.