Do Gen Z’s Store Visits Align With Their Values?
Ubimo’s Data Reveals which Woke and Slept Brands Gen Z is Frequenting and Avoiding
Gen Z avoids clothing brands Forever 21 and Victoria's Secret, which they deem slept, but when it comes to food, they visit Chick-fil-A regardless of their controversial political stances.
Gen Z Visits to “Slept” Brands % Lift
Gen Z Visits to “Woke” Brands % Lift
Of the brands we analyzed, there is a higher percentage of the Gen Z population visiting “slept” Chick-fil-A than any of the “woke” brands, including Gen Z darling Apple and Chick-fil-A rival Chipotle.
What’s the right full-price to off-price store mix? This analysis suggests that Neiman Marcus has found the right mix, with nearly twice as many full price as discount outlet stores.