The list of fashion brands that capture the hearts of gen z in 2022

The list of fashion brands that capture the hearts of gen z in 2022

As creators of powerful trends, it is undeniable that Gen Z is now the driving force behind the development of the fashion industry. This is also a generation of contradictions born in an age of equal contradictions, with the advancement of technology, with the gravity of climate issues, and the human rights movement. While young people are increasingly aware of the above problem and the risks of excessive clothing consumption, they are more than ever both creators and victims of trends.

The list of fashion brands that capture the hearts of gen z in 2022

Recently, BoF Insight collaborated with JUV Consulting to conduct a survey on the fashion brands favored by Gen Z. The data shows that, despite the availability of brands that pursue sustainable fashion, 66% of the total survey respondents consider price to be one of the three most important criteria when paying for an item. fashion, followed by style and sustainability.

Thanks to the specialized apparel and footwear designs that still ensure aesthetics, its position in the ranking of the most popular brands belongs to Nike. In 2022, the top collaborations with designers like Jacquemus and Martine Rose resonated across all media, and the products in the collection also received positive feedback. Besides, affordable prices, social media campaigns also play a big role in helping the brand stay ahead of the heavyweights.

The resounding handshake of the two giants helped Gucci and Adidas take the runner-up and second-place positions in the list, respectively. In particular, Gucci is the only luxury fashion brand in the top 10. Under the leadership of former creative director Alessandro Michele, Gucci is highly appreciated by Gen Z customers even though the production value far exceeds the purchasing potential of most of this target group.

The success comes from the strategy to go deep into the digital world, notably the participation in Metaverse. There is also a campaign promoting the Gucci Vault and collections inspired by Michele’s imagination. The fashion house has sought to appeal to young consumers through NFT sales and commercial push on the Roblox title, as well as collaborative campaigns, focusing on streetwear and sportswear, from relations partners with Adidas to the collection with Harry Styles.

The 5th place on the list belongs to Levi’s brand. With product lines mainly made from denim – a material that is “great and should be welcomed in any luxury hall”, Levi’s is ready to please young fashionistas with a unique version of its own. surname.

Although fast fashion brands cannot dominate the hearts of Gen Z, they still have a certain foothold in the shopping habits of young people. Specifically, H&M and Zara ranked 4th and 5th respectively, and Shein was still “casual” in the top 10 when the price was still a big concern for young people.

After all, this is still a long-term problem, expecting a lot of time and especially the move from the fashion giants, because, even though this generation is gradually financially stable, the future problem is still not stable. themselves are passed on to the next generation of pioneers.

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