Mass-market Gen Z darlings like Duolingo, Surreal, and Liquid Death are going all in on it. Luxury brands like Marc Jacobs, Balenciaga, and Jacquemus do an amazing job balancing lo-fi absurd content with high-quality content to still reflect the style and exclusivity that define luxury.
Gen Z gravitates towards brands that emphasize sustainability, inclusivity, and individuality. Popular brands include Nike, Adidas, Champion, Urban Outfitters, ASOS, H&M, Zara, and smaller, niche brands that promote ethical practices and unique styles.
In its latest study, YPulse identified the most coveted luxury brands by Gen Z in Western Europe, with Gucci leading the way, followed by Rolex and Louis Vuitton. The results are based on a survey of 2,500 individuals aged 13 to 39 in Italy, France, Spain, Germany, and the United Kingdom.
According to Klarna, the products that Gen Z shoppers spend on the most are clothing and shoes, groceries, beauty products, electronics, entertainment, pharmaceuticals, home and garden accessories, and automobile parts or accessories, among others.
Gen Z prefers trendy handbags over big brands like Louis Vuitton. Coach, Kate Spade, Jacquemus, Tory Burch, and Marc Jacobs are dominating the market with their stylish, accessible, and iconic designs.
Turns out Lululemon is polarizing for Gen Z because they love the cute, trendy, and comfy clothes, but some socially conscious Gen Zers aren't thrilled with the brand's stance on body image.
46% of Gen Z spent more on fashion than anything else in 2022 (5WPR) Gen Z was the only generation to have clothing and fashion as their top spending category. 30% of Gen Z spent more on beauty and personal care than anything else, far more than any other generation.
Brands can personalize marketing for Gen Z by utilizing data analytics to understand individual preferences and behaviors. Tailoring content to specific interests, leveraging personalized recommendations, and creating interactive experiences on mobile platforms can resonate deeply with Gen Z consumers.
Demographic Segmentation: Gucci targets affluent individuals, focusing on both genders, typically aged 20-50, who value luxury and high fashion. Geographic Segmentation: The brand strategically positions its stores in major cities worldwide, catering to urban consumers with high purchasing power.
Just look at the Gen Z product trends we've seen so far; they're selling out the Sephora shelves, bringing back New Balance sneakers, and buying Stanley tumblers like there's no tomorrow. Not to mention, they're using social media as a search tool over Google.
The Most Popular Brands With Gen Z
An overwhelming majority (86.23%) of Gen Z adults have a favorable impression of YouTube, making it the most popular brand with the cohort. YouTube's parent brand, Google, comes in at No. 2, followed by Netflix and Amazon.
Generation X – born 1965-1979. Millennials – born 1980-1994. Generation Z – born 1995-2012. Gen Alpha – born 2013 – 2025.
By dedicating more initiatives to secondhand, collaborating with resell companies, or releasing slightly more accessible specific pre-loved lines, luxury brands can connect with Gen Z consumers while avoiding alienating their top 1% of consumers. "It's another amazing entry point for younger customers," she said.
Over half of Gen Z shoppers are more likely to shop with a brand that offers secondhand apparel and new items. Fashion online resale platform sales will total $13.68 billion in 2024, per a December 2023 EMARKETER forecast, thanks in part to Gen Z's interest in platforms like The RealReal or Poshmark.
Share of the personal luxury goods market worldwide in 2024, by generation. Millennials were the leading customer groups of personal luxury goods, accounting for 46 percent of all luxury goods spending worldwide.
Freelancing and side gigs are popular among Gen Z as they crave flexibility and independence. Employers who invest in their development and support their side projects are more likely to earn their loyalty.
H&M, The North Face, Zara and SHEIN are the most known fashion brands among Generation Z.
Women's athletic apparel brands gaining popularity U.S. 2024
According to a 2024 survey, identifying which women's athletic apparel brands are showing the most growth in popularity among Gen Z, lululemon came out on top, with a score of 100. Nike followed in second place.
In the US, 19% of Gen Z prefers Coach over other luxury handbag brands, with Louis Vuitton coming in second with 11%, Kate Spade with 10%, Michael Kors with 8%, and Chanel with 6%.