Nike still leads but Vans grows fast

According to a report in SGB Media daily newsletter, American teens still love Nike apparel and footwear but brands like Vans, Adidas and Crocs are growing fast.

Investment advisor and research company Piper Jaffray's 36th semi-annual Taking Stock With Teens survey for Fall 2018, shows that Nike continues to have a comfortable lead in the the top clothing brands category with teens, with mindshare at 22 percent.

Nike is followed by American Eagle; Adidas; Forever 21,and PacSun.

In the top footwear brands category, Nike remained dominant at 41 percent mindshare with teens. Vans was second, at 19 percent; then Adidas, 14 percent; Converse, five percent and Foot Locker, three percent.

The research found that brands matter - 45 percent of teens say "brand" is most important in making a purchase compared with 33 percent six years ago and that 1990s and streetwear styles continue to grow with Tommy Hilfiger, Supreme, CK and Champion scoring well.

The survey highlights discretionary spending trends and brand preferences amongst 8,600 teens across 48 US states with an average age of 16.

Photo: SGB Media, Vans

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