In the world of pants alone, there are plenty of fashion trends that seem to be popular with younger consumers: wide legs, high waists, skinnies, ripped, etc., but older shoppers are less enthusiastic. Many people belonging to Generation Z, the generation born between the late 1990s and early 2010s, are just entering the job market, meaning their average disposable household income will increase significantly in the coming years . This income could be spent on apparel, as the age group most likely to say they closely follow recent fashion trends in the US in 2023 was 18-29.
fashion consumption habits
In 2022, the average annual spending by Gen Z in the US on apparel and services was approximately USD 1,200. This number was nearly double for those earning $70,000 or more, the highest income bracket, with average spending. Many factors came into play when Gen Z decided what to spend their hard-earned money on. 57% say comfort is the most important criterion when choosing apparel in 2023, followed closely by quality. The score for environmental friendliness was relatively low. Gen Z was most likely to buy apparel at big-box stores, although at a lower rate than older generations. Despite being the fourth-largest shopper in brick-and-mortar stores, Gen Z was more likely than any other generation to shop at specialty fashion stores like H&M.
Brands popular with Gen Z
According to a 2023 study, Forever 21 is the most popular clothing brand among Gen Z in the U.S., with more than half of respondents saying they like the brand. H&M was a close second. These two brands also topped the charts for fashion stores most frequented by this demographic. These findings, along with a ranking of the most popular clothing brands among Gen Z, show that despite professing a desire to shop sustainably, the most popular brands are damaging the environment. You can see that they tend to be fast fashion companies.
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