We joke that teenagers have no sense of real life experiences, and they’ve got their heads in the clouds, but one thing is for certain: They know apparel trends. That means, when the teenagers speak, it’s important that we pay attention. According to The Street, Piper Jaffray analysts released its semi-annual “Taking Stock With Teens” survey, and the results might surprise you.
Presently, teenagers in the U.S. are starting to favor smaller brands over apparel giants. Nike declined in favorability from 29 percent to 23 percent. Adidas had a slight rise, but not enough to pull athletic apparel out of the danger zone.
While overall teen spending declined 4 percent, the percent of budgets spent on fashion held strong at 38 percent of total spending.
The brands that have gained a notable position with the teenage shopper are Supreme and Vans, which have emerged with “notable strength,” according to the analysts. And, nearly 50 percent of teens said Amazon is their favorite website, proving the e-commerce site has a strong foothold with teenage shoppers.
The other brands that declined this year included Fossil Group Inc., Ralph Lauren, Steve Madden, Tory Burch, UGG and Under Armour.
The success of Vans could be attributed to the fact that many teenagers are setting their sights on sneakers for their fashion budgets. And, as for Supreme, we found that the limited edition releases and special collaborations make it a must-have for teenage and adult shoppers.
