Dior was the most popular luxury brand among U.S. Gen Z consumers, receiving a positive rating of 49 percent from this group. Despite also being popular with millennial consumers at 43 percent, Dior was only the third most popular brand after Gucci and Louis Vuitton. According to Statista's brand KPI rankings, the British designer brand Vivienne Westwood was a trending brand with Gen Z consumers, with about one-third of those surveyed expressing positive opinion about the brand.

Forever 21 and H&M wwere the leading fashion store in the United States, based on brand popularity among Generation Z in 2024. The retailer were popular among 47 percent of internet users.Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the GCS Brand Profiler.

Millennials were the leading customer groups of personal luxury goods, accounting for 46 percent of all luxury goods spending worldwide. Born between 1961 and 1996, Millennials, or Gen Y, also represents the second-largest group with the highest disposable income in the United States. How do Millennials and Gen Z engage with luxury goods and services? With their increasing share in employment and wealth creation, younger generations play an increasingly important role across consumer industries worldwide. As digitally savvy generations, they not only use online channels to make purchases, but also research, follow, and get inspiration for new styles and brands. According to the results of a recent survey, luxury consumers aged between 19 and 41 were more keen on engaging with brands on social media, such as following an influencer or sending private messages to brands. State of the personal goods industry Worldwide, the personal luxury goods market remains relevant after bouncing back from the economic downturn of 2020. Based on Statista’s Consumer Market Insights, the personal luxury goods market was worth over 474 billion U.S. dollars in 2024. The country spearheading the luxury goods revenue was the United States. U.S. consumers were also the main customers of the luxury goods industry, as one-third of the market revenue came from American nationals making luxury goods purchases.

In 2022, YouTube was the most popular brand among Generation Z consumers in the United States. During a survey, 86.23 percent of responding zoomers said they had a favorable opinion of the brand. Google, Netlfix, and Amazon also scored a favorability level of over 80 percent.

Favorite brands among other generations in the U.S.

Zoomers and millennials in the United States liked many of the same branded products and services. In 2021, over 15 percent of millennial consumers said Apple and Amazon were their favorite brands, making them the most popular two. For this generation, Nike ranked third instead of first. Baby boomers, on the other hand, were fond of some of the same brands, but were also big fans of others, such as Kraft, Levi’s, and Chevrolet.

Generation population

As of July 2020, there were approximately 67 million people in the United States that qualified as being part of Generation Z, i.e., those that were born between 1997 and 2012. This equates to roughly 20 percent of the entire U.S. population. At over 70 million each, the millennial and baby boomer generations were the most populous generations in the country.

Forever 21 was the leading fashion store in the United States, based on brand usage among Generation Z in 2024. The predominantly U.S. based retailer was used by 36 percent of internet users, three percentage points more than second placed Ross Dress for Less. Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the GCS Brand Profiler.

According to data from a survey conducted in 2024 in the United States, the leading cosmetics brand among Gen Z Americans in that year was e.l.f, with about 35 percent of consumers choosing this brand. Rare Beauty by Selena Gomez ranked second, with a share of ten percent, followed by Maybelline, which was popular with around seven percent of respondents. Beauty’s main target audience Gen Z is one of the generations most interested in the beauty and personal care industry, especially when it comes to the skincare segment. In 2024, the leading skincare brand among U.S. Zoomers was CeraVe, as stated by about 33 percent of participants in a survey. Meanwhile, the most popular beauty shopping destination in the country was Sephora, followed by Ulta Beauty. Younger consumers have become the new target audience of most cosmetic brands, which are constantly reinventing themselves in order to adapt to their lifestyles, needs, and values. e.l.f e.l.f. is not only the leading cosmetics brand among U.S. Gen Z but also one of the most popular in the whole country. In fact, in 2023, brand awareness of e.l.f. was measured at 75 percent among American beauty shoppers. In the same year, the company generated net sales amounting to approximately one billion U.S. dollars, a much higher result than in the prior fiscal years. A further increase in the brand’s popularity can be expected in the future, also thanks to its wide range of cruelty-free cosmetic products that meet the growing need of consumers for less harmful personal care items.

Nearly eight out of 10 Gen Z consumers followed luxury brands on social media, according to the survey conducted in October 2021 across five countries, including the United States. Among Millennials, 70 percent of the respondents followed high-end brands on social media platforms. A little over 50 percent of Gen X consumers followed luxury labels on social channels, while the share among Baby Boomers amounted to 41 percent.

According to data gathered in 2022 on fasion-engaged consumers in the United States, adidas Originals had the highest difference in affinity score between Gen Z and older generations, with over 46 percent seperating consumers under and over 25 years old. Of the displayed brands, Urban Outfitters scored the highest among Gen Z.

Nike was by far the most popular brand of clothing amongst teenagers in the United States, according to survey results from Spring 2024. In that time period, one third of American teens preferred to buy and wear Nike clothes. Nike Nike is one of the world's best known brands, the famous tick logo and "just do it slogan" are instantly recognisable. Their apparel is worn by any of the world's most famous sportstars. Perhaps one of their most iconic lines are the Air Jordan sneakers. All this fame isn't for nothing. Nike was the most valuable apparel brand in 2023. The increasing popularity of activewear Activewear became increasingly popular over the coronavirus (COVID-19) pandemic, as people got used to more comfortable clothing, a trend which has continued as more people work remotely. This has led to sportswear blending into day-to-day fashion. This has helped activewear companies increase their revenues, with brands such as Adidas and Lululemon also seeing an upturn in sales.

According to a 2024 survey, identifying which women's apparel brands are showing the most growth in popularity among Gen Z, SKIMS came out on top , achieving the maximum score of 100. Shein was not far behind, with a score of 94.

In a 2023 survey, 61 percent of Generation Z consumers in the United States said that they had purchased shoes in the past year. Almost half of respondents had purchased an accessory, such as a bag or a belt.

According to a 2023 survey, over three-fifths of Generation Z consumers in the United States said that they were planning to buy athleisure from Nike in that year, making it the most popular choice by 14 percent. Target and adidas made up the top three.

The North Face is the leading outdoor fashion brand in the UK, based on brand awareness among Generation Z. The retailer was recognized by 86 percent of internet users, significantly more than second-placed Dr Martens. For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name. Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the GCS Brand Profiler.

According to a 2024 survey, identifying which men's apparel brands are showing the most growth in popularity among Gen Z, Carhartt came out on top, achieving the maximum score of 100. Uniqlo followed closely behind.

In April 2024, 40 percent of Gen Z adults in the United States reported to search gift ideas, as well as hair and makeup content on TikTok, making those the most popular search categories among the selected audience. On Instagram, the fashion industry dominated, as 27 percent of consumers stated using the platform to search for fashion brands. Google was mostly used to search for hospitality and local services, as 66 percent of young internet users in the U.S. searched for restaurants and bars, and local services on the search engine.

In a 2023 survey, 17 percent of consumers aged 18 to 24, making them Gen Z, said that the store type they had bought the majority of their clothing at in the previous three months was online stores. Big box stores, such as Walmart and Target, followed closely in second place.

Primark was the leading fashion store in the UK, based on brand usage among Generation Z in 2024. The predominantly UK based retailer is used by 51% of internet users, five percentage points more than second placed H&M. Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the GCS Brand Profiler.

The results from a survey conducted among Gen Z in the United States show that their favorite skincare brand was CeraVe in 2024, which ranked first with a share of 37 percent. This was followed by the brands The Ordinary and La Roche-Posay, with a share of nine and five percent, respectively.

As the metaverse seeps into the mainstream through gaming, NFTs, and VR and AR devices, consumer interest in taking part in virtual worlds has been seeing a notable uptick. According to the results of a study conducted with a representative sample of U.S. consumers across Gen Z, Y and X, a combined share of 49 percent of respondents were interested in buying purely digital fashion assets from a luxury brand. This share was slightly lower for those who expressed interest in purchasing digital assets from a mass fashion brand. Still, around a quarter of those surveyed for this study was not interested in digital fashion.
Many companies in the fashion and luxury realm have invested in developing metaverse strategies by establishing partnerships in the gaming world and launching NFTs or other virtual fashion assets. So far, digital fashion assets have played out particularly successful with global luxury brands.

In 2022, the top snack among Generation Z consumers in the U.S. was Goldfish crackers. Lay's came in a close second, with ten percent of respondents saying it was their favorite snack. Other top snacks included Cheez-Its, Doritos, and Cheetos.