Teens can be quite fluctuant and wobbly with their choices, especially in terms of fashion. What is considered popular and cool can change from one place to another or can change almost weekly sometimes. Nike, however, has been successful in keeping its position intact as the most popular brand for five years straight. The recently made famous fashion trend ‘Athleisure’ is ever growing. Leggings, yoga pants and other spandex products have dulled the sales of denim. Nike has created an unsurpassable position for itself globally.
Second to Nike in the study, was Forever 21 which is extremely popular with teens, followed by American Eagle, Ralph Lauren, and Urban Outfitters, PacSun, Free People, H&M, Vineyard Vines, and Nordstrom respectively. Over time the most popular brand’s position has changed every few years. Gap held the position in 2001, Abercrombie & Fitch held it from 2001 to 2004, Hollister from 2005 to 2008 and Kering held it from 2008 to 2010.