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Survey: Teens Are Favoring Streetwear Brands

A recent consumer survey finds that while teens are spending less year-over-year, they’re spending the same amount on athletic footwear.

According to the Taking Stock With Teens research survey, which focuses on spending trends and brand preferences among teens, while teen spending is down 4.4% there has been no slowdown in sales for athletic footwear. In fact, the survey says Nike, Vans, Adidas and Converse account for over 75 percent of mindshare. Birkenstock rounded out the top five with 2 percent.

Ugg, Steve Madden, Ralph Lauren and Michael Kors saw the largest declines among major brands.

However, apparel brands preferences is shifting toward streetwear labels like Supreme, Calvin Klein/Tommy Hilfiger (PVH) and Vans.

“We’ve seen an unexpected rise in trends like streetwear, with Vans and Supreme gaining momentum,” said Erinn Murphy, senior research analyst at Piper Jaffray, the investment bank and asset management firm that conducts the survey. “In addition,” she continues, “brands such as Adidas, Puma and New Balance have been capturing more mindshare as teens gravitate towards that 1990s retro look.”

Where teens shop is shifting, too. The survey found that 23 percent of teens prefer to shop specialty retailers, which is down 3 percent year-over-year, while pure-play e-com tied its spring 2017 peak at 17 percent, up 2 percent year-over-year.

Teens increasingly prefer Amazon as their favorite website at 49 percent share, a 9 percent increase year-over-year.

The semiannual survey analyzes the spending habits and brand preferences among 6,100 teens across 44 U.S. states. Since the research started in 2001, Piper Jaffray has surveyed more than 155,000 teens and collected nearly 40 million data points on teen spending in fashion, beauty and personal care, digital media, food, gaming and entertainment.