Shein is becoming increasingly popular with teens – Footwear News

Amazon remained the top destination for teen shopping, but Shein further cemented its number two position, according to Piper Sandler’s 44th biannual “Taking Stock With Teens” survey.

The majority of the 14,500 teens from 47 states who responded to the survey, or about 52% of teens, cite Amazon as their favorite e-commerce site. Shein (8%), Nike (6%) and Lululemon (4%) round out the top four spots.

Shein also appears on the list of top clothing brands, ranking fifth with 4%. Nike (31%), Lululemon (6%), American Eagle (6%) and H&M (4%) rank first through fourth on the list. In apparel, athletics are still the dominant trend, with Nike remaining strong and Lululemon reaching new heights. Vans has dropped out of the top 10 favorite clothing brands.

According to Edward Yruma, senior research analyst at Piper Sandler, the popularity of activewear among teens may have peaked. “Interestingly, the activewear trend may be peaking with 44% of high-income teens preferring ‘athletic’ clothing brands, which is stable from our spring 2022 survey,” said Yruma in a statement.

In shoes, Yruma noted that Nike remains in the lead, with 60% of teens ranking it as the best shoe brand, and Converse (10%) gained market share at the expense of Adidas (7%) and Vans (7%). Crocs (2%) fell from sixth favorite shoe brand to fifth, while Hey Dude is now ranked seventh, up from ninth last spring.

Additionally, the survey found that Under Armor dropped out of the top 10 list of favorite shoe brands, while Dr. Martens continued to decline, Yruma said.

The same survey revealed that teenagers also spend more. According to Piper Sandler, teens spent 3% more than last year, with women continuing to dominate spending growth (clothing +10%, shoes +7%). The survey also found that teens spend 7% of their shopping time on second-hand items, with 47% saying they’ve bought and 58% have sold second-hand items.

The survey comes just weeks after a similar Morning Consult report revealed that Amazon, Walmart and Target ranked fourth, sixth and seventh respectively on the list of Gen Z’s favorite brands, beating companies like Nike, Oreo , Dollar Tree and Apple. All three retailers were rated as favorable among other generation groups, although they rank slightly higher when ranked by Gen Z.

Compared to Gen Y preferences, Discord, TikTok, Crocs, Snapchat, and Shein all had the highest gaps in favor points when it comes to Gen Z preferences. In other words, Gen Z seems to rank these brands much higher than their millennial counterparts.

When it comes to clothing, Shein was the most notable brand, especially among Gen Z women. 44% of Gen Z adults said they had a favorable view of the fast fashion company, compared to 22% of adults of all generations.

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