Similar to footwear, Nike dominates athletic apparel for both men and women followed by Lululemon. The top ten women’s brands also include GymsharkFableticsSweaty BettyChampion

For casual footwear Crocs, Dr Martens, BirkenstockTimberlandRalph LaurenTommy Hilfiger

Women also look to brands such as – UGG, Calvin KleinAsos

Leading the women’s casual apparel are online fast fashion brands – Shein, Fashion NovaCarharttUrban OutfittersZara

Gen Z women also identify with more affordable brands, such as Forever 21UniqloHollisterH&MHot Topic

When it comes to outdoor footwear Columbia is highly popular among both men and women. For women, that’s followed by brands present on the men’s list: Bearpaw, ReefSorelMerrellBlack DiamondOakleyHelly Hansen

“In the outdoor footwear segment, our survey revealed a greater range even within the top ten rated brands, signaling there are just handful of brands driving differential growth in consumer appeal and a long tail of others doing well but without as strong consumer interest,” said Jon Weber, LEK partner and survey report co-author.

For both men and women, the outdoor apparel market is led by brands like The North Force, PatagoniaFjällräven, Helly Hansen, Norrøna, Rab, Arc’teryx, Freefly and RossignolPeak

“Interestingly, Gen Z men – based on the scores they assigned to the top 10 brands – are less engaged or excited by many outdoor apparel brands relative to their Gen X and millennial counterparts,” said Weber.

With dress footwear Gen Z men are less engaged with the category overall, and mall specialty brands perform strongly, like AldoHugo BossCole HaanKenneth ColeSteve MaddenMichael KorsCoach

In dress apparel, Calvin Klein tops both lists. Wholesale brands, like Astr the Label and Adrianna Papell, are represented on the women’s list, which also includes Michael Kors, Bardot, Kate Spade, MM LaFleur, Veronica Beard and ReformationBanana RepublicTheoryZegna

“Every generation has its own distinct style preferences that can be seen across which brands are trending among each cohort. By understanding which brands are doing the best at reaching and, more importantly, engaging with their targeted consumer segments, other brands, retailers, and investors can devise which strategies are likely to be most impactful for their businesses,” said Chris Randall, LEK partner and co-author of the survey report.

“As Gen Z continues to age into greater spending power coupled with its fashion influence, apparel and footwear brands have focused attention their way – and, with shopping behavior and attitudes varying versus other generations, brands and investors need to better understand their generational preferences to gain an upper hand,” said Laura Brookhiser, LEK partner and co-author of the survey report.