In 2023, the disposable income of a household led by a Millennial in the United States was 97,866 U.S. dollars per year. Households led by someone born in Generation X, however, had a disposable income of around 113,886 U.S. dollars in 2023.

In a 2025 survey, ** percent of Generation Z consumers in the United States said that they had purchased t-shirts and tops in the past 3 months. Over **** of respondents had purchased sweatshirts or hoodies.

H&M is the leading fashion stores in the UK, based on brand awareness among Generation Z. The retailer was recognized by 89% of internet users. 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 survey conducted in Summer 2022, the main means of expression Generation Z fashion consumers in the United States wished to convey through their clothing was their personality, with ** percent of responses. This was more than double the number of fashion shoppers who looked to convey their emotions through the way they dressed.

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.

H&M was the leading fashion store in the UK, based on brand buzz among Generation Z in 2024, over one third of UK fashion store Gen Z customers had heard about H&M in the media, on social media, or in advertising over the past three months. This was three percentage points more than second placed M&S. 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.

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.

Among the categories listed, clothing and shoes stood out as the most frequently purchased by Gen Z consumers as of the second quarter of 2023, with ** percent shopping for them monthly. Entertainment and electronics followed closely, with ** and ** percent of respondents. Conversely, the category with the lowest frequency of purchases by Gen Z consumers during the same period was home and garden, with only ** percent of respondents buying products within that category every month.

In 2021, both Generation Z and millennial consumers in the United States and Canada said that their main influence when purchasing clothes was their friends. For Gen Z, almost half of respondents named this group as an influence, whilst it was roughly a third for millennials. This survey classed Gen Z as 13 to 20 years old, and millennials as 21 to 39. Unsurprisingly, considering the different stages of life, millennials were swayed more strongly by the recommendations of their significant others, at ** percent compared to **. Gen Z’s love of Nike When it comes to the brands that Gen Z are influenced to buy, Nike reigns supreme. It was by far the most popular footwear brand among that generation in 2021, receiving well over **** of the responses in a 2021 survey of American teenagers. In fact, in another 2021 survey, it was voted as the most popular brand, product, or service among Generation Z consumers in the United States. Online influences Gen Z tended to be influenced more by online sources than their older counterparts. Social media is an integral part of daily life for many in the younger generations, so it follows that their purchasing decisions are affected by online ads and influencers. ******* was the product category that Gen Z and millennials purchased most as a result of social media brands' posts or influencers' content in the United States.

According to a survey conducted in summer 2022, the main means of expression Generation Z fashion consumers in the United Kingdom wished to convey through their clothing was their personality, with ** percent of responses. This was more than double the number of fashion shoppers who looked to convey their sexuality through the way they dressed.

Two seemingly contradictory trends held the most interest for Gen Z girls and women in 2021: loungewear and fashionable clothes for going out, each receiving ** percent of responses in a September 2021 survey. Early 2000's fashion followed very closely in third place.

The biggest source of fashion inspiration among Generation Z in the United States in 2023 was social media, according to a survey in the first four months of that year. In second place, over ********* of respondents said that their fashion choices were inspired by friends and family.

********** of female Gen Z consumers shopped for apparel one to two times a month, according to a 2022 survey, making it clearly the most common clothes shopping frequency among this demographic. Amongst male Gen Z consumers the results were more evenly distributed.

In a 2023 survey in the United States, Generation Z named comfort as the most important aspect when they're choosing apparel. With ** percent of responses it just pipped quality to the top spot. Ethical considerations, such as animal welfare, fair trade, and environmentally friendly products, scored comparatively lowly.

According to a survey conducted in October 2024, over ** percent of Gen Z agreed with the statement that all fashion brands should consider addressing social issues. Over ** percent shared that they were up-to-date with current fashion trends.

In a survey conducted in June 2023, roughly ********* of 18 to 24 year olds in Great Britain said that they were neither favorable nor unfavorable towards the clothing and fashion industry. A slightly higher share of respondents said that they were either somewhat or very favorable towards the industry.

Over eight in ten Generation Z students reported that discounts between ** and ** percent could tempt them to buy clothes online, according to a survey in 2024. Free delivery was the second-most selected option, with ** percent of respondents choosing this incentive.

Men from Generation Z and Millennials spend more on clothing and shoes than their female counterparts, according to a 2022 survey. The difference is much more exaggerated between Millennials than Gen Z, with men spending roughly *** U.S. dollars more than women a month on average.

In the United Kingdom (UK), millennial shoppers were the group purchasing clothing and shoes the most online. A total ** percent of millennials, aged 27 to 42, reported shopping mostly online for clothes and shoes in the 2nd quarter of 2023. Gen Z shoppers followed, with ** percent mostly shopping online for their apparel.

According to a survey conducted in Italy in 2024, Gen Z has a strong connection to online fashion, heavily influenced by social media. ** percent of Gen Z sees fashion as a way to express their identity, with Instagram being their primary source of style inspiration, ** percent of them use it for this purpose. This generation also draws fashion cues from influencers, celebrities, and viral trends, with ** percent admitting to be heavily influenced by these figures.