Gen Y Chooses Favorite Denim Brands.


Popular jeans brand 7 For All Mankind is the top denim brand for Gen Y consumers ages 17-26. At least that's the latest according to a study conducted for the Retail Advertising and Marketing Association by SLANT, a marketing firm headquartered in Chicago. Other popular brands among this group include Diesel, Levis, Lucky and Gap.

Citizens of Humanity, Old Navy, American Eagle, Guess and Joes Jeans round out the top 10.

According to the survey, 41% of those polled typically spend more than $100 on each denim purchase. Nearly one in three (30.9%) spend $50-99; 28.2% spend less than $50 on a pair of jeans.

Nearly half (41.8%) of Gen Y consumers say they purchase jeans at a brand-specific retail store, such as Gap or Old Navy. Other retail choices include department stores (29.1%), boutiques (7.3%) and discount stores (6.4%).

In a separate RAMA survey conducted by BIGresearch, a consumer market intelligence firm, close to all consumers ages 17-26 regularly or occasionally either seek (89.4%) or give advice (93.5%) to others before buying; 40% said word-of-mouth influences their apparel purchases.