Wide-leg, high-waisted, skinny, and ripped, in the world of pants alone there are plenty of fashion trends which seem to be loved by young consumers but older shoppers are much less enthusiastic about. The generation born between the late 1990s and early 2010s, many people belonging to Generation Z are just entering the job market, meaning their
mean disposable household income will greatly increase over the coming years. This income may well be spent on apparel, as 18-to-29-year olds were the most likely age group in the United States in 2023 to say they
closely follow recent fashion trends.
Fashion spending habits
The
average annual expenditure on apparel and services by Gen Z in the United States in 2022 stood at roughly 1,200 U.S. dollars. This figure was almost twice as much for those earning between more than 70,000 U.S. dollars, which was the
income bracket with the highest average expenditure. Many factors were in play when Gen Z came to decide what to spend their hard-earned money on. Comfort was voted the most important
criterion when choosing apparel in 2023, with 57 percent of responses, followed closely by quality. Environmental considerations scored relatively low. Gen Z were most likely to purchase their apparel from a big-box store, although with a lower share than older generations. Despite being Gen Z’s fourth most shopped at store-type, they were more likely to buy from a specialist fashion store, such as H&M, than any other generation.
Popular brands among Gen Z
According to a 2023 survey, Forever 21 was the most
popular of selected clothing brands among Generation Z in the United States, with over half of respondents saying they liked the brand. H&M came in second place, not too far behind. These two brands also topped the charts of the most used fashion stores by this demographic.
From these survey results, and a ranking of the
clothing brands growing in popularity among Gen Z, it can be seen that despite a
proclaimed desire to shop sustainably, the most popular brands tend to be environmentally damaging fast fashion companies.
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