How American Gen Z & Millennials approach fashion differently
Urban Outfitters has admitted to struggling with how to market to Gen Z. This highlights a challenge for brands today: How should they understand the distinct preferences of American Millennials and Gen Z when it comes to fashion? While these generations share similarities, their approaches to fashion—what they value, how they shop, and what influences them—are distinct. For brands hoping to stay relevant, it’s essential to grasp these nuances.
- Fashion-Conscious Gen Z vs. comfort-driven Millennials
- Gen Z and Millennial purchase factors for fashion
- Brands that appeal to each generation
- The right channels to reach Gen Z
- Conclusion
1. Fashion-Conscious Gen Z vs. comfort-driven Millennials
Millennials and Gen Z both prioritize price, value, quality and fit, listing these as top factors in choosing where to shop. However, while many of their general preferences are similar, a granular approach to the data can reveal significant differences.
Gen Z are the more self-consciously stylish generation. They’re more likely than Millennials to say they’re “more fashionable than most people” (49.1% v. 42.3%) and that they keep up with current trends (45.4% vs. 40.8%).
Gen Z is also more attuned to social responsibility. They’re more likely to think that fashion brands should address social issues (60.2% vs. 53.8%) and that people who buy fast fashion don’t care about the environment (49.1% v. 43.71%).
Millennials, on the other hand, are less interested than Gen Z in chasing trends. When asked to describe how they shop for clothing and shoes, the most distinctively Millennial answers are “I tend to stick to classic items” (10.3% vs. 8.9%) and “I don’t follow trends or fashions.” (27.8% vs. 23.5%)
2. Different factors influencing fashion purchases for Gen Z and Millennials
The differences between Gen Z and Millennial approaches to fashion can be glimpsed by the factors that determine their fashion purchases. The table below shows which factors Gen Z and Millennials consider important when choosing where to buy clothes. The data can be re-ordered by clicking each column, arranging them alphabetically, by either generations’ top preferences or by index.
“Index” is a measure of how distinctive each answer is to Gen Z. An index of 100 means that both generations answer that question at the same rate; Gen Z is 100% as likely as are Millennials to select the answer. An index higher than 100 indicates that Gen Z is more likely to select an answer. For example, “fashionable clothing” has an index of 110. This means that Gen Z is 110% as likely to choose that answer. Conversely, an index of less than 100 indicates that Gen Z is less likely to choose an option, and that that answer is more distinctive of Millennials.
Price, value, quality, fit and design are the top purchase factors for both Gen Z and Millennials. This is what the generations share.
Re-ordering the table by index, however, shows Gen Z’s greater concern with style and social issues. Design (32.7% vs. 27.9%) and fashionableness (23.3% vs. 21.2%) are the most distinctively Gen Z purchase factors, followed by sustainability and production practices (14.7% vs. 14.1%).
The most distinctively Millennial purchase factors are shown by sorting the data by index from smallest to greatest. When it comes to the clothes themselves, Millennials are more concerned with the fabrics and materials they’re buying (11.0% vs. 8.0%) as well as with the functionality of their garments (21.4% vs. 17.7%).
A smooth shopping experience is also essential to Millennials. They’re more likely than Gen Z to be influenced by “convenience of online checkout” (13.1% vs. 9.6%), convenience of returns (18.4% vs 13.7%), online availability (21.0% vs 15.9%), convenience of in-store checkout (13.3% vs. 10.3%) and the retailer’s location (19.8% vs. 16.7%). In other words, Millennials want convenience.
3. Brands that appeal to each generation
The below chart shows a purchase funnel for ten brands, sorted by Purchase Intent among Gen Z.
Awareness measures how many of the target group have ever heard of a brand, Consideration measures how many would consider buying the brand next time they’re in the market, and Purchase Intent indicates how many consumers are most likely to buy from that brand compared to a list of competitors.
The columns with arrows represent the rate at which consumers are converted from one level of the sales funnel to the next. For example, Forever 21 has a 34.8% conversion rate from Awareness to Consideration. This means that, of all the consumers who have ever heard of Forever 21, 34.8% would consider buying from this brand the next time they’re in the market for clothes.
Forever 21 and SHEIN are the brands that Gen Z is most likely to buy from when they’re next shopping for clothes, followed by Old Navy, American Eagle and H&M. By Purchase Intent, Millennials have the same top five, but in different order.
While the generations share the same top five, there are still significant variations between the generations when it comes to brand preference. Gen Z gravitates toward brands like Aerie, Urban Outfitters, and SHEIN. These brands often align with Gen Z’s desire for trendier, statement-making pieces, as well as their inclination towards brands with an active social media presence and brands that champion social causes.
Millennials are more likely to shop at traditional retailers like Old Navy, Madewell, and Abercrombie, brands that align with their focus on quality, comfort, and established retail presence. These stores cater to the Millennial desire for a reliable, comfortable wardrobe at a reasonable price point.
4. The right channels to reach Gen Z
To effectively market to these two generations, brands must recognize the different ways they interact with advertisements. Gen Z is generally more likely to notice out-of-home advertising, particularly in public spaces like bus stops and train stations. For example, 51.3% of Gen Z report noticing ads at bus stops, compared to 45.3% of Millennials. Gen Z also favors advertisements that feature their favorite celebrities, with over half (51.3%) showing a preference for such ads, compared to 44.5% of Millennials.
Social media is another crucial avenue for reaching Gen Z. They’re more active on platforms like TikTok, Snapchat, and Discord, all of which are distinctly Gen Z spaces. TikTok, in particular, has emerged as a platform for fashion inspiration, where Gen Z users can see real-time fashion trends, participate in viral challenges, and discover new brands.
Millennials, on the other hand, continue to use Facebook and LinkedIn more frequently than Gen Z, but they are less engaged than their younger counterparts with influencer marketing and out-of-home advertising. For them, ads that convey practical benefits or a straightforward message about quality and reliability are likely to be more effective.
5. Conclusion
Understanding the fashion habits and preferences of Millennials and Gen Z is key to marketing success for fashion brands today. While both generations care about quality and price, Gen Z places greater emphasis on trends and social responsibility, while Millennials prioritize comfort and convenience. Brands that can tailor their approach to meet these distinct needs—whether through influencer collaborations, public-space advertising, or engagement on social media—stand to gain loyalty from each generation. Ultimately, knowing where and how to reach these consumers can make all the difference in a competitive market.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative of the online population and weighted by age, gender, education, region, and race. Learn more about Profiles.
YouGov BrandIndex collects data on thousands of brands every day. Timberland’s Index based on six metrics, including General Impression, Satisfaction, Quality, Corporate Reputation, Value and Recommendation. Scores in this article are based on daily sample sizes of approximately 2000 to 4500 depending on audience between October 25, 2023 and October 24, 2024. Learn more about BrandIndex.