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Wednesday, October 16, 2019
Volume 2, Issue No. 19

Gearing Up for Holiday 2019: Brands Look For an Edge

With fewer than 80 days until Christmas and 85 days until 2020, the upcoming holiday season took center stage for athletic and outdoor brands last week via the release of semi-annual research and a first-ever seasonal fashion show from Dick’s Sporting Goods in New York City’s Chelsea district.

Former Yankees star standout turned broadcaster Alex Rodriguez was one of a handful of athletes and actors who took the stage in outerwear, footwear and accessories from the likes of Nike, The North Face, Adidas, Timberland, Under Armour, Columbia and Patagonia.

Only a day earlier, Piper Jaffray, with forecasts of a strong overall holiday season from multiple sources, released its Semi-Annual “Taking Stock With Teens” survey for Fall 2019. While there was some movement in the popularity of brands, a significant overarching theme is overall teen spending is down 4 percent year-over-year and 10 percent from Spring 2019. The investment house surveyed 9,500 teens throughout the U.S. from 42 states with an average household income of $65,400.

With spending among all teens (upper and average income) for clothing/accessories/footwear pegged at 40 percent of budgets, key research findings showed a moderation in Streetwear brands (Supreme and Off-White); declining relevance for “preppy” lifestyle labels in favor of athletic brands; and new appeal highs for Lululemon (#7 preferred apparel brand among teen females, #13 among teen males) and Crocs (#7 preferred footwear brand vs. #19 in Spring 2019 and #13 in Fall 2018). Hanesbrands-owned Champion surged to the 7th most preferred apparel brand among all teen males from 14th a year ago and ranked second and fifth among males and females, respectively, as an “up-and-coming” brand.

As an athletic apparel brand, lululemon was second-most preferred brand behind Nike among all upper-income teens. Meanwhile, Nike retained its top brand status in both apparel and footwear (23 percent and 42 percent) with Adidas generally stable as the third-most popular apparel and footwear brand among the teen set.

Joining A-Rod on the runway at the Dick’s event, showcasing products such as Timberland premium boots and The North Face Campshire Shirt, were soccer player Carli Lloyd, 12-year-old boxing sensation and actor Javon Walton and reality TV star Demi Burnett.