Teens Are Asking for These Fashion Brands This Holiday Season

Teens are making their holiday wish lists and checking them twice. And there are recurring themes across their lists.

According to a new survey from Piper Jaffray, Nike is the most-wanted fashion brand among Generation Zers. Of those surveyed, 1.1% ranked the Swoosh as the brand they’d most like to receive this year — a rise of 0.8% over 2018. The investment bank and asset management firm asked teens to name the items and brands on their wish lists in an unprompted, open-response format; the survey evaluated responses from 9,500 teens in the upper-income segment of the company’s “Taking Stock With Teens” report.

Two other athletic brands, Adidas and Lululemon, also ranked among the top five most-cited fashion labels. Ranking at No. 4, Adidas held steady year-over-year, with 0.4% of respondents naming the brand in both 2018 and 2019. Lululemon, which was No. 5 in the rankings, was listed by 0.4% of respondents.

Piper Jaffray also noted an upward tick over the last three years in the percentage of teens asking for luxury goods. Louis Vuitton (0.6%) and Gucci (0.5%) were teens’ No. 2 and No. 3 most-wanted fashion brands, respectively. This year, 1.6% of respondents said they wanted items from European luxury labels, a steady uptick from 1% in 2018 and just 0.3% in 2017.

In Piper Jaffray’s latest “Taking Stock With Teens” survey, released last month, Nike scored the No. 1 spot on teens’ lists in both the footwear and apparel categories. The report also showed Lululemon on the rise, with the yoga brand jumping to No. 7 from spot No. 11 in the apparel category for its highest-ever placement on the list.

In addition to evaluating brand popularity, Piper Jaffray asked teens what specific items topped their holiday wish lists. The No. 1 most-desired gift was money (named by 14%), followed by clothing (13%), cars (12%) and phones (9%). Footwear rounded out the top five, with 6% of teens saying they’d like shoes.

The National Retail Federation has predicted a solid rise in holiday spending for 2019. It forecasts an uptick of 3.8% to 4.2%, with overall retail sales increasing in the range of $727.9 billion to $730.7 billion.

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