Teen consumers are increasingly putting their dollar behind denim. This according to the latest “Taking Stock with Teens” survey conducted by Piper Jaffray Companies, which highlights spending trends and brand preferences among 9,400 US teens across 46 states.
For the first time since Fall 2010 denim brands saw an uptick in popularity among teen consumers, while the category as a whole is up substantially from last year. However, this is not coming at a cost to athletic brands — rather, the survey recorded a declining rate in fast fashion retailers.
Overall teen spending is down from the spring survey, though spending on fashion is up among upper-income teens. The largest benefactor of spending by upper-income teens are specialty stores, who are replacing broader merchandise/department stores among affluent females by consuming 33 percent of their shopping time – a five percent increase over last year.
“The power of our teen survey goes beyond the information we capture in any given season,” said Neely Tamminga, senior research analyst. “Rather, it aids our ability to zoom out and monitor bigger, and sometimes more subtle, but very real trends. For example, we’ve observed fashion choices are moving back to authenticity across denim brands, performance athletic brands and independent cosmetic brands.”