Luxury brands are fiercely competitive, in order to conquer every market will have their own tricks, Calvin Klein x Palace joint series has found Jung Ho-yeon and Park Su-joon sexy appearances, Gucci launched an online experimental store Gucci Vault, etc., but are the results as good as the major brands imagine? Recently, Piper Sandler, an American investment bank and asset management company, conducted a survey on the consumption habits of local Gen Z and found that their favorite brand is not a luxury brand such as Louis Vuitton.
The visit brought together 7,100 young people with an average age of 16 on a theme about the clothing brands they loved to buy. Sports brands stand in the majority of the list, with Nike and Lululemon ranking the highest, with 44% of higher-earning young people pointing out that they will pay more attention to sports elements when buying clothes. As for footwear, Nike is still dominant, with Converse following close behind, while Vans and Crocs also made it into the top 10.
In terms of handbags, The winning general Louis Vuitton unexpectedly fell to third place, but michael Kors, a light luxury brand with relatively affordable prices, ranked second, while the first place was occupied by Coach! It seems that luxury brands need to work a little harder to conquer the US market, and local young people are more inclined to local brands with more affordable prices.