Generation Z spending survey: 1990s fashion is back

Teenagers’ spending is gradually increasing, according to Piper Sandler’s 41st semi-annual survey, which focuses on the younger generation’s consumption trends and brand preferences.

Amazon remains the top shopping site among teens, with 56% of young people using it as their most frequently used shopping site. Of course, social media and video are now also common shopping channels for the younger generation. In a study of Generation Z and Millennials , almost half ( 40%) of Generation Z and Millennials purchased products they had previously seen on social media apps or live broadcasts.

Among other findings, 96% of women said they frequently shop online, compared to 88% last year, while 92% of men claimed to shop online, compared to 91% last year. There has been a clear increase in women’s online spending.

Another clear trend is that Generation Z is ready to spend money on clothes again, and women are leading the recovery. Today, high-income female teenagers spend 29% of their spending on clothing , the highest level since 2013. Erinn Murphy, senior research analyst at Piper Sandler, also believes : "We can see that spending among women in the younger generation is recovering, especially spending on clothing, handbags and skin care products has increased. "

In the clothing category, sports brands are still the main trend, and brands like Nike and lululemon are still the favorites of the younger generation. Under Armour 's psychological share among teenagers has also increased.  

Nike is consistently the leading apparel brand in Piper Sandler’s survey, and even more impressively, as the preferred footwear brand, Nike represents 56% of teen preference, making it the number one athletic apparel and footwear brand of choice for teens.

There has also been a rise in female-centric platforms, such as China’s fast-fashion brand Shein, Revolve and Australian fashion brand Princess Polly.

It is worth noting that the fashion trends of the 1990s are being revived behind keywords such as flannel shirts, loose jeans and mom jeans . The report said that " second-hand" has become a shopping trend that teenagers like . The data shows that 47% of teenagers have purchased second-hand items and 55% of teenagers have sold second-hand items.

The fashion trends of the 1990s can be summarized as: loose bottoms, short tops, classic silhouettes, retro patterns, and creative accessories. If non-clothing sellers want to catch the retro trend, they might as well focus on retro accessories and small items that go with clothing .

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Consumer Behavior