Gen Z: fashion stores brand usage U.S. 2023

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Forever 21 was the leading fashion store in the United States, based on brand usage among Generation Z in 2023. The predominantly UK based retailer was used by 45 percent of internet users, six percentage points more than second placed H&M.

Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the GCS Brand Profiler.

Leading fashion stores among Generation Z ranked by brand usage in the United States in 2023

Characteristic	Share of respondents
Forever 21	45%
H&M	39%
TJ Maxx	33%
Burlington	32%
Old Navy	30%
JCPenney	28%
Gap	27%
Ross Dress for Less	26%
Hollister	25%
Kohl's	25%
Macy's	25%
Dillard's	22%
Jack & Jones	18%
Nordstrom	18%
Primark	18%
Abercrombie & Fitch	16%
Kmart	16%
Belk	15%
Zara	13%
UNIQLO	11%
Other	3%
I have not used any fashion stores	9%

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Release date

November 2023

More information

Region

United States

Survey time period

September 22 to October 4, 2023

Number of respondents

268 respondents

Age group

Gen Z

Special properties

Respondents who know the individual brand

Method of interview

Online survey

Supplementary notes

During the survey, the question was phrased as follows: "When it comes to fashion stores, which of the following brands have you used in the past 12 months?"

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