These Five Fashion Brands Are Out With Teens

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These Five Fashion Brands Are Out With Teens

04/10/2017
Five mega fashion brands are out with teens, fashion's share of wallet slips to food, and Amazon strengthens its position as teens' favorite website.

These are some of the biggest takeaways from Piper Jaffray Companies' 33rd semi-annual Taking Stock With Teens research survey, which highlights spending trends and brand preferences amongst 5,500 teens across 43 U.S. states.

Since the project began in 2001, Piper Jaffray has surveyed more than 150,000 teens and collected over 38 million data points on teen spending in fashion, beauty and personal care, digital media, food, gaming and entertainment.

"While the overall spending environment has been challenging, we are seeing teen spending continue to shift more toward experiences — eating out, video games and leisure," said Erinn Murphy, Piper Jaffray senior research analyst. "Share of fashion spending has moderated but we continue to see undisputed strength in athletic — Nike remains the No. 1 preferred brand and Adidas was the fastest-growing brand in our survey."

Spring 2017 key findings

Spending & shopping behavior
  • Overall teen spending decreased 2.4 percent year-over-year.
  • Parent contribution to teen spend is at 63 percent, down from the survey's 68 percent average.
  • Food is the most important category within a teen's wallet at 24 percent of spend, eclipsing clothing at 19 percent.
  • Fashion share of wallet moved down from 38 percent to 36 percent.
  • Teens' favorite website is Amazon at 43 percent share — up 200 basis points year-over-year.
  • For console video games, the percent of teens who plan to digitally download >50 percent of games increased to 45 percent for spring 2017 from 37 percent in fall 2015.
Brand preferences
  • Starbucks is the only public brand to maintain double-digit share across all teenagers; it tied this survey cycle with Chick-fil-A at 12 percent preference.
  • Athletic is seeing no slowdown with 41 percent of teens citing an athletic brand as their preferred apparel brand — up from 26 percent last year.
  • Nike is the No. 1 apparel brand at 31 percent share — up from 21 percent last year. Adidas, however, is the fastest growing brand in our survey across footwear & apparel.
  • Fashion brands losing relevance with teens include Under Armour, Michael Kors, The North Face, Ralph Lauren and Vineyard Vines.
  • 81 percent of teens expect their next phone to be an iPhone, which was up from 79 percent in fall 2016 and, more importantly, the highest we've seen ever in the survey.
  • Disney films dominated the most anticipated movies list with No. 2 "Beauty and the Beast"; No. 3 "Star Wars: The Last Jedi"; and No. 4 "Guardians of the Galaxy Vol. 2" grabbing the top few spots. "Fast 8" is the No. 1 most anticipated movie.