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Gen Z, born between 1996 and the early 2010s, is a generation with strong purchasing power and a penchant for spending on fashion. They are known for their eclectic taste in clothing, drawing from various influences and references to create a mix of retro and futuristic styles. With their love for comfort and self-expression, Gen Z has embraced athleisure and elevated minimalism as key trends. In terms of t-shirt brands, Gen Z has shown a preference for well-known names such as Nike, Adidas, and Puma. These brands offer a range of casual wear, including t-shirts, that blend style and functionality. Additionally, Gen Z has a strong interest in sustainability, with 66% of Gen Z shoppers willing to pay more for environmentally friendly products. This preference for eco-conscious brands is reflected in their support for companies like H&M, which offers sustainable options, and Lululemon, known for its focus on community and sustainability.
| Characteristics | Values |
|---|---|
| Brand popularity | Nike, Lululemon, American Eagle, Pacsun, Adidas, Converse, Coach, Louis Vuitton, Kate Spade, Zara, Urban Outfitters, H&M, Tory Burch, Ganni, Staud, The Frankie Shop, Maison Margiela, ShuShu/Tong, Vivienne Westwood, Lisa Says Gah, Reformation |
| Gen Z's preferred style | Retro, oversized clothing, sustainable fashion, gender-fluid fashion, athleisure, minimalism, statement accessories, streetwear, bold prints, vintage clothing, thrift shopping, neutral colors, simple silhouettes, techwear, coastal grandmother, dark academia, old money |
| Gen Z's preferred shopping platforms | TikTok, Amazon, Meesho, Myntra, Shein, Klarna, Depop, Etsy, eBay, Storenvy, Walmart, Squarespace, Adobe Commerce, BigCommerce, Ecwid, Weebly, Prestashop, Shipstation, Big Cartel, Gumroad, Shift4Shop, Launch Cart, Webflow, Square |
What You'll Learn
Gen Z's favourite T-shirt brands: Nike, Lululemon, American Eagle, Pacsun
Gen Z's Favourite T-Shirt Brands: Nike, Lululemon, American Eagle, and Pacsun
Gen Z, born between 1996 and 2010, is a generation with immense buying power and a penchant for trendy, socially conscious brands. With a preference for online shopping and a keen eye for authenticity, Gen Z has a unique set of favourite T-shirt brands that cater to their diverse tastes and values.
Nike
Nike is the runaway favourite T-shirt brand for Gen Z, dominating both the clothing and shoe categories in a survey of 9,193 US teens. With its strong online presence and focus on mobile optimisation, Nike has tapped into Gen Z's love for digital spaces and their desire for seamless communication. The brand's popularity can also be attributed to its ability to embrace diversity and inclusivity, reflecting the generation's own commitment to celebrating individuality.
Lululemon
Lululemon is another favourite T-shirt brand for Gen Z, ranking second in the same survey. Lululemon's focus on sustainability and ethical practices, including their earth-conscious packaging, likely appeals to Gen Z's values. Additionally, the brand offers supple textures and irresistible scents, creating a multisensory appeal that resonates with this generation.
American Eagle
American Eagle, a brand that was once popular with millennials, has successfully remade itself for Gen Z. With more inclusive marketing and a reduction in prominent logos, American Eagle has regained its popularity among teens. The brand offers a mix of classic tees and trendy pieces, such as wide-leg jeans and bell bottoms, that cater to Gen Z's desire for unique styles.
Pacsun
Pacsun, an inclusivity and diversity-focused brand, is also a favourite among Gen Z. With a strong commitment to social issues, Pacsun embodies Gen Z's preference for brands that drive social change and celebrate diversity. Pacsun's authentic and socially conscious image has helped it secure a spot in Gen Z's top choices for T-shirt brands.
Gen Z's favourite T-shirt brands reflect their diverse tastes, values, and shopping habits. With a preference for online shopping and a keen eye for authenticity, Gen Z has the power to shape the future of retail, and brands are taking note.
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Gen Z's preference for affordability and sustainability
Gen Z's support for sustainability is reflected in their shopping choices. They are willing to pay more for sustainable or environmentally friendly products, and they embrace thrift shopping and second-hand fashion. This generation is pragmatic and socially conscious, with environmental concerns influencing their spending habits. They appreciate brands that actively share information on social media about their sustainable practices. Gen Z also values brands that offer eco-friendly options, such as H&M's Conscious Collection and Puma's Forever Better line.
Affordability is another key factor in Gen Z's purchasing decisions. They seek trendy yet affordable clothing options, and this preference has contributed to the popularity of fast-fashion brands like Zara and Shein. These brands offer a wide range of fashion-forward garments at low prices, catering to Gen Z's desire for both style and functionality. Additionally, Gen Z's spending habits are influenced by economic uncertainties and inflation, further emphasising their preference for affordable options.
Gen Z's unique blend of influences, references, and values shapes their fashion choices. They prioritise authenticity, personal identity, and self-expression in their style. This generation is also known for reviving retro styles and trends from the '90s and early 2000s, infusing them with their own modern twists. Their eclectic taste in fashion reflects their commitment to individuality and their willingness to set their trends instead of solely following industry norms.
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Gen Z's influence on fashion trends
Gen Z has strongly influenced fashion trends in recent years, becoming the gatekeeper of what's hot and what's not. With the oldest members turning 27 this year, the group has a purchasing power of about $360 billion in the US alone, and they prefer spending on fashion more than any other type of entertainment.
Gen Z has more influences and references to draw from than arguably any other generation in history. This makes their fashion an eclectic mix that prioritises authenticity and personal identity above all else. They value honesty, sustainability, and humanity, which also appear in their fashion trends.
Gen Z is a pragmatic, socially conscious, and trend-focused generation born with information at their fingertips. They like engaging with brands and prefer brands that actively share information on social media. They value self-expression and creating their own style, rebelling against fashion norms and striving to set trends rather than follow them.
Gen Z also values personal growth, aiming to own nicer things and make better decisions. They favour ethical fashion practices and aim to buy items that are either sustainable or created by niche designers. They expect companies to back up their words and aren't afraid to call them out on their lies. The new generation is all about body positivity and size inclusivity in fashion.
Gen Z prioritises mental health and well-being, and they're raising awareness about mental health issues once considered taboo. They generally prefer it when brands communicate with them in a casual, natural, community-forward way and tend to favour a more relaxed dress code, prioritising comfort and convenience.
- Sustainable fashion: Gen Z is environmentally conscious, and this is reflected in their fashion choices and trends. A 2020 survey revealed that 66% of Gen Z shoppers are willing to pay more for sustainable or environmentally friendly products. They also love thrift shopping, with the global second-hand market expected to nearly double by 2027, reaching a value of $350 billion.
- Retro styles and nostalgia: Gen Z is bringing back '90s grunge, '70s boho chic, and '60s mod aesthetics, driving the revival of vintage clothing. They've added their own modern twist, playing with textures, layering, and prints to create vintage outfits.
- Gender-fluid fashion: Gen Z is at the forefront of the gender-fluid fashion movement, which embraces gender flexibility and inclusivity. This movement challenges societal norms of masculinity and femininity by offering clothing options free from gender restrictions.
- Athleisure: Gen Z's love for fitness and pursuit of comfort have led to the athleisure trend, which combines comfy athletic clothes with stylish elements.
- DIY and customisation: Gen Zers express their unique stories and highlight their individuality through DIY and customised garments and accessories. Many Gen Zers make their own accessories and clothes by thrifting and doing DIY projects, adding personal touches like slogans, graphics, patches, and stitching.
- Minimalism: Gen Z infuses minimalism with individuality and personality, and it's anything but basic. Their minimalist fashion is characterised by clean lines, neutral colours, and simple silhouettes, emphasising wardrobe staples such as white shirts, oversized blazers, black trousers, and minimalist accessories.
- Techwear: Gen Z has adopted techwear to showcase its relationship with technology, sustainability, and functionality. Techwear outfits feature integrated technology like LED lights, smart fabrics, and wearable tech, catering to the generation's love for tech integration.
- Statement accessories: Gen Z values individual expression and views accessories as a powerful way to communicate their identity. Thrifting and reusing accessories also align with their eco-conscious mindset.
Some of Gen Z's favourite T-shirt brands include Nike, Adidas, Zara, H&M, and Lululemon.
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Gen Z's favourite online retailers
Gen Z, born between 1996 and the early 2010s, is a generation with a strong purchasing power of about $360 billion in the US alone. They are known for their love of fashion and their willingness to spend on it more than on any other type of entertainment. This generation is also known for its preference for online shopping and social media platforms like TikTok and Instagram.
Nike
Nike is a leading brand when it comes to sportswear and streetwear. The brand has a strong influence on global street culture and is a top choice for Gen Z. They offer a blend of athletic performance and street style with their iconic sneakers, sportswear, hoodies, joggers, and t-shirts. Nike's high-profile collaborations and exclusive limited-edition collections also keep them relevant and appealing to Gen Z.
Adidas
Adidas is another popular choice for Gen Z, especially for men's fashion. They combine technology-driven designs with trendy aesthetics and cultural icons like Kanye West's Yeezy line. Adidas also focuses on eco-friendly initiatives, such as using recycled ocean plastics, which aligns with Gen Z's values.
H&M
H&M is a favourite among Gen Z for its wide range of affordable and trendy clothing options. They stay ahead of the trends, offering fast-fashion at reasonable prices. H&M also has sustainable fashion options through their Conscious Collection, which appeals to Gen Z's eco-conscious mindset.
Zara
Zara is a go-to for Gen Z when it comes to accessories and footwear. They offer stylish, high-fashion-inspired designs at accessible price points. The brand has a rapid turnaround, ensuring that the latest styles are always available. Zara also delivers high-quality, well-crafted accessories and footwear.
Urban Outfitters
Urban Outfitters has been a massive hit among Gen Z for its flirty, youthful, and elevated styles. The retailer offers a unique mix of trendy basics and fashion-forward garments that appeal to Gen Z's desire for individuality and unique styles.
Net-a-Porter
When it comes to investing in high-quality clothing, Net-a-Porter is a favourite among Gen Z. The site offers a range of youth-loved brands, including Ganni, Staud, and The Frankie Shop, providing a mix of trendy and luxurious options.
Ssense
Gen Z is drawn to Ssense for its variety of clothing options. This Canadian retailer offers pieces from emerging and independent designers, as well as high-fashion brands like Maison Margiela, ShuShu/Tong, and Vivienne Westwood.
Reformation
Reformation is a Gen Z-beloved brand, with its items often going viral on TikTok. They offer a mix of trendy and unique styles, and their popularity among Gen Z has made them a must-watch brand.
Coach
Coach has transformed from a heritage brand to a must-have It label, thanks to a lineup of Gen Z celebrities. Their latest campaigns have resonated with Gen Z, and they offer a range of stylish bags, dresses, and more.
These online retailers have captured the attention of Gen Z through their blend of affordability, trendiness, sustainability, and unique styles, becoming go-to destinations for this influential generation's fashion needs.
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Gen Z's favourite luxury brands
Gen Z is an increasingly important demographic for luxury brands. With their purchasing power growing, Gen Z, along with millennials, accounted for the entire growth of the luxury market in 2022. By 2025, they are predicted to represent 70% of luxury spending. This shift in the luxury market is being driven by Gen Z's divergent value systems from previous generations.
Gen Z consumers are willing to pay a premium for sustainable and ethical products. They are also more likely to buy second-hand luxury items as sustainable investments and assets to trade, rather than as status symbols. This shift in the market has led to luxury brands partnering with high-street brands, such as the collaboration between Tiffany & Co and Nike.
To appeal to Gen Z, luxury brands need to move beyond traditional notions of luxury, such as status and prestige, and instead focus on values like inclusivity, sustainability, transparency, technology, and circular innovation. Gen Z consumers also value digital and physical worlds working together seamlessly. They are tech-savvy, relying on digital platforms for information, communication, and shopping. As such, they expect omnichannel retail experiences, with consistency across physical stores, online platforms, and social media.
Gen Z consumers also crave relatability and individuality. They are more likely to listen to down-to-earth influencers than celebrities or models. They want to experiment with different identities and styles, creating a safe space in the process. Fashion brands that tap into these desires for authenticity and exploration will have more success in attracting Gen Z consumers.
Additionally, Gen Z consumers value honesty and transparency from brands. They are sceptical of traditional advertising and want brands to be genuine and walk the talk when it comes to their values and commitments. Building emotional loyalty and nurturing brand advocates is key to success with Gen Z.
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Frequently asked questions
Gen Z's favourite T-shirt brands include Nike, Zara, H&M, Urban Outfitters, and Adidas.
Gen Z consumers value brands that are socially conscious, inclusive, and sustainable. They also appreciate brands that are active on social media and that offer unique, limited-edition designs.
In addition to T-shirts, Gen Z consumers are interested in purchasing athleisure, streetwear, and retro styles from these brands.
Gen Z consumers often shop for clothing online, through social media platforms, and at brick-and-mortar stores. They are also likely to be influenced by social media influencers and celebrities when making purchasing decisions.
Gen Z has a significant collective buying power, estimated at $360-463 billion in the US alone. They are a key demographic for many brands and businesses.
