Study Finds Teenagers are Ditching Under Armour
Remember those “hot or not” polls your high school would take every year? How else could you determine whether it was Backstreet Boys or ‘NYSNC you should focus your attention on? Thankfully, the popularity polls continue into modern-day life, and this one from PiperJaffray provides insights into the teen apparel market.
The “Taking Stock With Teens” spring 2017 poll surveyed approximately 5,500 teens to find out what’s in and what’s out. For athletic wear, Nike continues to be the No. 1 apparel brand with teens. In fact, its market share is growing—up to 31 percent from 21 percent last year. Additionally, athletic apparel in general continues to dominate the apparel market with 41 percent of teens listing an athletic apparel brand as their favorite apparel company.
“[The] share of fashion spending has moderated, but we continue to see undisputed strength in athletic—Nike remains the No. 1 preferred brand, and Adidas was the fastest-growing brand in our survey,” said Erinn Murphy, Piper Jaffray senior research analyst.
Meanwhile, the apparel brands losing teen followers include Under Armour, Michael Kors, The North Face, Ralph Lauren and Vineyard Vines.
Additionally, ’90s trends, like Lululemon leggings, choker necklaces and Converse shoes, reign supreme with upper-income females.
While there’s no research as to why teens picked Nike and Adidas over Under Armour, one thing is for sure: Athletic apparel is where teens are spending money. For your business, that means if you’re looking to attract a younger following, it’s time to incorporate leggings, moisture-wicking apparel and comfy athleisure styles.