It appears traditional fashion brands aimed at teenage girls and young women are about to get their taste of disruption as consumers turn away from shouty brands and logos.
That’s the viewpoint of a new report by US investment bank Goldman Sachs who just surveyed 579 US college-aged students who regarded themselves as “fashionistas” with the results published on Businessinsider.com.
The survey found that younger consumers were eschewing traditional youth labels such as Abercrombie & Fitch and American Eagle. They were decreasingly loyal to any one brand and, heaven forbid, were increasingly more likely to spend their cash on tech devices than fashion.
However, there was one standout when it came to brand loyalty and that was Nike. The sportswear behemoth scored more than half the votes as respondents’ favourite athletic brand and was the second most popular footwear brand. “Nike is the most-loved brand by far,” a Goldman Sachs analyst wrote.
Famed yoga brand Lululemon came a distant second for athletic wear with 25 per cent of the vote.
When it came to fashion brands, the bohemian youth brand Free People was the preferred choice and beat out budget brands such as Zara, Topshop and H&M.
Kate Spade was the hand accessory of choice. The report suggesting that the range was seen as less shouty and less branded than traditional labels such as YSL or Louis Vuitton.