- UGG is the number one fashion trend among upper-income females in 2025, a survey said.
- Stanley Cups and other recently hot brands are waning in popularity, according to Piper Sandler.
- Nike is still the most popular clothing brand for teens, though its mindshare dropped for females.
Teenage girls seem to be having a retro moment.
Some big brands, including Nike and Sephora, maintained their popularity with teens, according to Piper Sandler’s semi-annual Taking Stock With Teens survey, published on April 9.
Yet Hollister and UGG, which were staple brands among millennial and elder Gen Z teens over a decade ago, are rising in popularity again with Gen Alpha and young Gen Zers in 2025, the Piper Sandler report said. The investment bank got input from 6,455 teens with an average age of 16.2 years.
Hollister, for example, became known for its “dead” locations that were transformed into aquariums or other businesses just a few years ago. Now, it’s the No. 1 apparel brand for female teens, disrupting Nike’s dominance.
UGG grew the most since Piper Sandler’s last survey in fall 2024, edging out Lululemon and its popular leggings for the top trend among upper-income female teens.
The teens surveyed are spending about $2,388 annually on their favorite brands, the bank said, up 6%, year-over-year from 2024. It's mostly on clothes and food, with personal care and video games tying for third place for average-income teens.
Despite maintaining its number one ranking in footwear for all teens, mindshare for Nike dipped below 40% for female consumers, the lowest since 2020, the survey said. On Running, a Nike competitor, gained share in the footwear category, but Hey Dude shoes slipped out of the top 10 for the first time since fall 2023.
Victoria's Secret is continuing to climb out of its slump, with female teens ranking it as one of the top places to shop for fragrances.
Stanley Cups and Crocs were all the rage a few years ago, but upper-income female teens told Piper Sandler that they're "on the way out" in 2025. Both skinny jeans and baggy pants made the top of the "out" list, so it's unclear what teenagers consider the correct fit for pants.
Sephora remained the favorite beauty shopping destination for teens. However, e.l.f., the top cosmetics brand this season, isn't sold by the retailer. They can go to Ulta, the runner-up, for that.