While Supreme‘s weekly launches still sell very briskly when they drop (though no longer sell out completely) and lines remain long for purchasing their goods, it appears the retailer/brand’s levels of popularity among males are slipping.
According to Piper Jaffrey’s semi-annual teen survey, the New York-based brand ranked tenth among favorite apparel brands for males in spring 2019, down from fifth in spring 2018. And while Gucci has been mired in controversy as of late, the luxury label moved up from its rank of tenth on the top brand list to seventh.
It’s possible Supreme is in the beginning phases of confronting the limits of its coolness quotient, one that’s been tested as the the company has taken on investors, added stores and increased the size of offerings in weekly drops.
At the same time, Supreme may have lost some share to a greater embrace of athletic brands, a trend that’s propelled Lululemon to the survey’s highest ranking to date. According to the report, 36 percent of preferred brands are athletic, an increase from 35 percent in spring 2018. While the percentage is big, the number for athletic is off from a peak of 41 percent from spring 2017.
Piper Jaffrey describes its Generation Z survey takers as ranging in age from 14-19, a group that collectively spends approximately $77 billion/year.
Check out additional brand ranking info below.
Top Brands for Males
1. Nike: 33%
2. Adidas: 9%
3. American Eagle: 5%
4. Hollister: 3%
5. Ralph Lauren: 3%
6. Vans: 3%
7. Gucci: 3%
8. H&M: 2%
9. PacSun: 2%
10. Supreme: 2%
Top Brands for Females
1. American Eagle: 13%
2. Nike: 10%
3. Forever 21: 9%
4. Urban Outfitters: 5%
5. Victoria’s Secret
6. PacSun: 4%
7. Lululemon: 4%
8. Hollister: 4%
9. H&M: 2%
10. Rue 21: 2%
Top Athletic Brands for Males
1. Nike: 64%
2. Adidas: 15%
3. Under Armour: 9%
4. Lululemon: 2%
5. The North Face: 1%
Top Athletic Brands for Females
1. Nike: 62%
2. Adidas: 12%
3. Lululemon: 10%
4. Under Armour: 5%
5. Fabletics: 1%
