Ugh Ugg! Millennial Shoppers Shy Away From Former Popular Brands

June 2, 2015  |  


Millennials are a picky consumer group. And even though the some 80 million American millennials spend $600 billion annually, they’re oftentimes more browsers than buyers. This group’s spending power is projected to reach $1.4 trillion by 2020, or about 30 percent of all retail sales, so companies are very eager to capture this market.

But this discerning group is shunning previously popular brands.

A new survey by Indiana University’s Kelley School of Business of 600 students for its first-ever FIndex (Fashion Innovation Index) found college kids are turning away from such brands as Ugg, Michael Kors, Abercrombie & Fitch, Hollister , and Timberland.

“Whenever we have prolonged periods of pretty strong financial performance, what tends to happen for retailers is they become more conservative in their approach to product. They take fewer chances. Because last spring worked pretty well, they go back and think of things in terms of a sequel,” explains John Talbott, associate director of the IU Kelley School of Business’ Center for Education and Research in Retailing, in a press release.

Instead millennials are attracted to such brands as Kate Spade and Urban Outfitters, two brands that tend to refresh their image frequently, reports Refinery29. Plus, they have stores located near college campuses. Millennials tend to be unswayed by advertisements and instead are looking for fresh aesthetic, accessibility, and affordability when clothes shopping.

What’s your favorite brand these days?

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  • Mitchell Mcgovern

    I like reading all of these ads about Millennials not being able to buy this or that or whatever as if it’s some great unknown mystery as instead of it being with, you know, not having money. Student loans and jobs that pay in magic beans tend to not leave much after the bills have been paid.

    • Kay

      It’s really not about the price. Im a 21 year old college student and my friends and I can afford all of the brands listed above. A good Kate Spade purse is around $350. It’s just that these brands are outdated to us. Abercrombie and Hollister are brands that we wore in high school. People’s moms wear Michael Kors. We basically grew up on Tims. Urban Outfitters and brands like it are much more edgier and can accommodate our young adult tastes now.

  • Mrs0507

    Thrift stores aren’t trendy anymore? Sheesh. I save thousands every year and still look a million bucks.

  • Taz

    Ummmm kohls, tj maxx, and Marshalls. Whatever they got….I get.

  • Kiara

    They don’t know nothing about nothing lol I think a lot of people are confused about what’s fashion and style. Some things will always be in if you make it look good. Just learn to bargain shop.

  • sunni_daze

    College kids just don’t have the money right now, they haven’t turned their backs. Their wallets have said no no no.

  • secret87

    We have to be picky,plus the recession is not to be forgotten. I rather keep the small sum of 5000 in my savings then invest it in pricey items that lose value.

  • BNYC

    Coach, Banana Republic., Ann Taylor Loft (can you tell I’m a working woman?)

    • Nina

      And The Limited!

    • Masterpieced

      Maybe you are a foolish woman.