Dive Brief:
- Forever 21 leads brands among millennials and Generation Z consumers, according to Teen Vogue and Goldman Sachs’ Brand Affinity Index.
- Pink VS and Victoria’s Secret took the second and third-place spots in the survey for the third year in a row.
- New to the Top 50 brands were Calvin Klein and Adidas, which benefited from endorsements and collaborations from the likes of Justin Bieber, Kendall Jenner, Kanye West, and assorted Kardashians.
Dive Insight:
There aren’t a lot of surprises in the Teen Vogue/Goldman Sachs's Brand Affinity Index, which polls “fashion-forward” millennials and Gen-Z consumers about brand awareness and likes. Only subtle shifts occurred in the list, with Forever 21, VS Pink, and Victoria’s Secret again taking gold, silver, and bronze.
Other names in the Top 20 include cosmetics brands Sephora (No. 5), MAC (No. 6), Sephora Makeup (No. 13) and Urban Decay (No. 14); athletic brands Nike (No. 4), and Converse (No. 6) beat out Adidas, but the German brand did enter the list’s Top 50 for the first time, perhaps thanks to its involvement with Kanye West and his in-laws.
Teens’ favorite designer brands included Louis Vuitton (No. 17) and Marc Jacobs (No. 19), but fast fashion still trumps luxury among trendy teens, with H&M (No. 7) and Urban Outfitters (No. 9) both making the Top 10.
