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Ranked: Gen Z’s Favorite Brands in 2023



chart showing Gen Z's favorite brands in 2023

Ranked: Gen Z’s Favorite Brands in 2023

People have a lot of choice when it comes to shopping brands, but Gen Z’s favorite brands may surprise you.

From leisure to luxury brands, and from sporty to socially conscious (or both), a variety of brands have become more readily available thanks to online shopping. But trends, especially for younger people, remain king.

What brands do today’s teens like? This graphic uses data from Piper Sandler to rank Gen Z teens’ favorite brands of clothing, shoes, and handbags. The September 2023 study surveyed 9,193 U.S. teens across a geographically diverse set of high schools.

One Company Tops Gen Z’s Favorite Brands

The study found that Nike dominated the rankings by a landslide. It was the runaway favorite brand for all teens in both clothing and shoes.

RankCategoryBrandGen Z Popularity
(Sept. 2023)
3👕ClothingAmerican Eagle4%
4👟FootwearNew Balance3%
2👜HandbagsLouis Vuitton11%
3👜HandbagsKate Spade10%
4👜HandbagsMichael Kors8%

In clothing, Nike was the preferred brand for 35% of those polled, followed by Lululemon and American Eagle at 6% and 4% respectively. Inclusivity and diversity-focused brand Pacsun ranked fourth at 3%, further highlighting Gen Z’s preference for socially conscious and authentic brands.

Together, the top five brands in clothing made up 51% of preferred Gen Z teen brands. Comparatively, the top brands had a significantly stronger hold of the market in shoes, with Nike the overwhelming favorite at 61%. Converse (9%) and Adidas (7%) ranked second and third, but again attracted a fraction of Nike’s popularity.

Meanwhile, luxury brands have maintained a hold on the handbag market, with many using TikTok and other social media tools to attract Gen Z customers. Louis Vuitton (11%) and Kate Spade (10%) both had strong brand loyalty, but Coach took the top spot at 19%. Indeed, Gen Z is said to be responsible for “bringing Coach back.”

What’s Next for the Top Brands?

Piper Sandler’s survey also revealed a slight fall in overall teen spending, the first decrease seen since before the COVID-19 pandemic. Down 1% year-over-year, it has mainly been attributed to inflation and environmental concerns.

The decrease came primarily from female spending, as male fashion spending actually increased. In the female categories, apparel and shoes spending were down by 9% and 5% year-over-year, but increased by 8% in accessories spending.

As Gen Z deals with economic worries and sifts through trendy thrift stores, social media posts, and the values of companies, the onus falls increasingly to the brands themselves to attract greater followings.

If Nike can do it, so can the rest.

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How Tech Logos Have Evolved Over Time

From complete overhauls to more subtle tweaks, these tech logos have had quite a journey. Featuring: Google, Apple, and more.



A cropped chart with the evolution of prominent tech companies’ logos over time.

How Tech Logos Have Evolved Over Time

This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.

One would be hard-pressed to find a company that has never changed its logo. Granted, some brands—like Rolex, IBM, and Coca-Cola—tend to just have more minimalistic updates. But other companies undergo an entire identity change, thus necessitating a full overhaul.

In this graphic, we visualized the evolution of prominent tech companies’ logos over time. All of these brands ranked highly in a Q1 2024 YouGov study of America’s most famous tech brands. The logo changes are sourced from

How Many Times Has Google Changed Its Logo?

Google and Facebook share a 98% fame rating according to YouGov. But while Facebook’s rise was captured in The Social Network (2010), Google’s history tends to be a little less lionized in popular culture.

For example, Google was initially called “Backrub” because it analyzed “back links” to understand how important a website was. Since its founding, Google has undergone eight logo changes, finally settling on its current one in 2015.

CompanyNumber of
Logo Changes

Note: *Includes color changes. Source:

Another fun origin story is Microsoft, which started off as Traf-O-Data, a traffic counter reading company that generated reports for traffic engineers. By 1975, the company was renamed. But it wasn’t until 2012 that Microsoft put the iconic Windows logo—still the most popular desktop operating system—alongside its name.

And then there’s Samsung, which started as a grocery trading store in 1938. Its pivot to electronics started in the 1970s with black and white television sets. For 55 years, the company kept some form of stars from its first logo, until 1993, when the iconic encircled blue Samsung logo debuted.

Finally, Apple’s first logo in 1976 featured Isaac Newton reading under a tree—moments before an apple fell on his head. Two years later, the iconic bitten apple logo would be designed at Steve Jobs’ behest, and it would take another two decades for it to go monochrome.

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