Piper Jaffray Survey Reveals Top Teen Brands for 2016
Posted on April 18, 2016
A new survey from Piper Jaffray has revealed the top teen brands for 2016. This is the 31st semi-annual Taking Stock With Teens which reaches 6,500 U.S. teens across 46 U.S. states. Some of the top brands ranked in the survey include Nike, Michael Kors, Amazon, MAC, Vans, Kate Spade, American Eagle and Maybelline.
The chart above shows the top brands in clothing, handbags, footwear, online shopping and beauty. The study found teen girls spend twice that of males. Denim showed up as the top trend among upper-income females. Denim brands saw an uptick to 14% aggregated mindshare. Piper Jaffray says fashion athletic apparel is still rising with female and reached a new high of 17% share.Amazon is really dominant with teens. It topped the shopping websites category scoring a 41% compared to just 5% for Nike and Forever 21, the next top shopping sites. Nike dominated in clothing and footwear. Michael Kors scored 38% in handbags followed by Kate Spade at 16% and Coach at 12%.
Piper Jaffray senior research analyst says in a statement, "While total spending among the teen demographic appears to be down versus last year, we are encouraged that overall teen employment appears to be on the rise; 39% of teens indicate they hold a part-time job, which is up 400 basis points over last year's levels. As they take more control over their discretionary spending, we believe it is critically important to watch for category shifts and brand preferences."
Here are a few other interesting findings from the survey:
- Top Restaurants: Starbucks 14%, Chipotle 9%, Chick-fil-A 7%, Panera 4% and McDonald's 4%
- Netflix has a big lead in teen TV consumption. It has 38% compared to 26% for cable and 23% for YouTube.
- Video game spending reached a new high of $214 per teen on average. The 11-year average is $152 by comparison. Males spend the most on gaming. Male teens spend 20% on food and 15% on clothes and 13% on video games.