Generation Z is just beginning to build relationships with brands. Key brand loyalty factors include price, availability, convenience, and brand engagement (primarily through social media). For Gen Z girls, Brandy Melville and American Eagle are top for denim and basics at a good price point. Gen Z guys also wear AE but mix a lot with their favorite athletic brands like Nike, Adidas, and Champion. Fashion forward guys will lean towards looks from Urban Outfitters, oversized pieces, Vans, and quirky vintage fashion. Brands like Forever 21, Asos and Don’t Ask Why are more trend focused, offering urban, street, and festival style for Gen Z girls. Teen girls eagerly buy up Victoria’s Secret’s Pink brand and follow the young VS models on social media.

Individuality and uniqueness play a large role in their identity, yet group validation is paramount. In a recent Google Gen Z report, Griffin, age 15, states, “I do go for name brands—mostly because they have better customer service—but I also like to go with brands that aren’t very popular yet. They’re more unique.” They also know real and what’s fake and want authenticity from brands and influencers. 38% of Gen Z trust digital influencers and don’t mind if they endorse a brand, so long as they feel the connection to the product is genuine. Brands who can find the perfect balance like the ones below are connecting to and cashing out on Generation Z.

- Heather Picquot