Yahoo Finance Nike is the No. 1 footwear favorite brand among teens
It’s been said that teens are a fickle bunch, but not when it comes to footwear brand loyalty. According to Piper Jaffray’s “Fall 2019 Taking Stock with Teens Survey,” Nike (NKE) continues to be the favorite brand among teens, with Vans (VFC) coming in second. As part of its 38th Semi-Annual GenZ Research Project, Piper Jaffray surveyed 9,500 teens from across the U.S.
This is the ninth consecutive year that the swoosh brand has taken the top spot among teens. According to Matt Powell, vice president and senior industry advisor at NPD Group, Vans are growing way faster than the overall sneaker market. He tells Yahoo Finance that Vans sales are up about 25% while the total athletic footwear market is down 1% for the year. He attributes the brand’s success to their designs of yesteryear.
“Retro styles are clearly what’s driving the Vans business. The retro business overall remains one of the best categories,” Powell said. He also notes that the retro trend is one of the primary drivers of the athleisure craze.
When it comes to apparel, Nike is also No. 1 among teens, with American Eagle coming in second. Vans moved up to No. 8 from No. 9. Nike apparel held a 23% share vs. 22% last year, and as a footwear brand, held a 42% share versus 41 % last year. Vans held at the No. 2 position and 20% share as far as footwear is concerned.
Apparel spending among teens came in at $572 a year — down 3% year over year. Another key finding shows that females outspend males by $170.
Reggie Wade is a writer for Yahoo Finance. Follow him on Twitter at @ReggieWade.
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