![\"\"](\"https:\/\/working.capitalmind.com\/wp-content\/uploads\/2019\/11\/whats-hot-800x262.png\")
<\/p>\nA recent survey by the brand-tracking group YPulse asked 60,000 Millennial and Gen Z consumers in the US which fashion brands they think are \u201chot\u201d right now. The results highlight how the \u2018athleisure\u2019 trend has made some sports brands \u201chot fashion brands\u201d in their own right.<\/p>\n
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\u2022 Clothes are a major theme among young consumers: 43% of 13-36-year-olds choose to buy clothes\/accessories when they treat themselves.<\/p>\n
\u2022 Young consumers are shopping online but also looking for in-store experiences to connect to brands.<\/p>\n
\u2022 95% of Millennials are active and 30% see themselves as core athletes (3x the US population).*<\/p>\n
\u2022 Millennials value outdoor sports, where discovery and challenges prevail.<\/p>\n
\u2022 Gen Z\u2019ers see sports as a holistic wellness routine and a meritocracy symbol. These digital-natives enjoy using sports apps to add fun and share data (eg. burnt calories, distance travelled, speed). One Gen Z\u2019er out of 3 shares content from a fitness app at least once a week.<\/p>\n
\u2022 Brands are delivering youth-focused sportswear with an emphasis on design and comfort – performance shoe sales have dropped in favour of trendy athleisure footwear.<\/p>\n
\u2022 Skateboarding has become the leader in streetwear designs for Gen Z\u2019ers, which is impacting sneaker sales: six years ago, basketball sneakers accounted for 13% of US sales; today, they are down to 4%.* Skate brands such as Supreme and Vans are capitalizing on this youth athleisure trend.<\/p>\n
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*Millennials are defined as those people born between 1981 and 1996, according to the Pew Research Center. Gen Z shoppers are typically referred to as those consumers born thereafter.<\/em><\/p>\n *YPulse\u2019s 2019 youth brand tracker\u00a0measures young consumers\u2019 relationships with brands based on a weighted 6-point scale, ranging from \u201cNever heard of this brand\u201d to \u201cThis brand is one of my favourites.\u201d\u00a0The survey asked respondents \u201cWhich of the following are hot right now?\u201d<\/em><\/p>\n *Source: NPD Group research<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" A recent survey by the brand-tracking group YPulse asked 60,000 Millennial and Gen Z consumers in the US which fashion…<\/p>\n","protected":false},"author":13,"featured_media":15625,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[3800],"tags":[],"news-event-type":[],"dealtype":[],"class_list":["post-15630","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sectornews-fr","ps-consumer-fr"],"acf":[],"yoast_head":"\n