American Eagle and Lululemon tied for second place in the clothing category, each holding 5 per cent of the market. Lululemon lost four points of mindshare among upper income teens as per the survey titled ‘Taking Stock With Teens’ conducted by Piper Sandler Companies in collaboration with Distributive Education Clubs of America (DECA).
In the footwear category, Nike shed 4-points year on year (YoY) this fall (57 per cent vs 61 per cent), with a sharp drop among females (48 per cent this fall vs 56 per cent last fall), and among the upper income it witnessed an 11-point YoY decline. Adidas came in second with 9 per cent, followed by Converse with 7 per cent at third place. New Balance moved to 3rd position (4th last fall) for upper income teens and doubled its mindshare to 8 per cent, while for females, Adidas had the biggest increase (to 14 per cent this fall from 3per cent last fall).
Nike retained its top spot as the leading brand for teens in the US in both apparel (33 per cent) and footwear (57 per cent), despite a YoY decline, as per a recent survey.
American Eagle and Lululemon tied for second in clothing (5 per cent each), while Adidas ranked second in footwear (9 per cent).
Coach led the handbag category, and Amazon was the top shopping destination.
In the handbag category, Coach took the lead with 25 per cent, followed by Louis Vuitton with 8 per cent, and Lululemon rounded out the top three with 7 per cent.
Amazon was the top shopping destination for teens, with 52 per cent of respondents choosing it. Shein holds second place with 8 per cent, followed by Nike at 6 per cent, as per the survey.
61 per cent of upper income households’ shop at Walmart vs 81 per cent of average income (75 per cent all together). A higher per centage of teen females shop at Target vs. Walmart in non-food categories: 70 per cent shop at Target for beauty and skincare and 46 per cent for apparel and footwear.
“Piper Sandler is excited to showcase the results of our fall 2024 Taking Stock With Teens survey which offers an inside look at how over 13,500 US teens are spending their money and its direct impact on our economy. This fall, teens self-reported spending at $2,361, a four per cent increase compared to our spring survey. Nike and e.l.f. beauty continue to prove their wallet dominance as number one preferences in apparel and beauty,” said Korinne Wolfmeyer, senior research analyst at Piper Sandler.
Fibre2Fashion News Desk (SG)
