Every fashion brand wants Gen Z's attention. 

But in a world of rising ad costs, crowded social feeds and new disruptor brands launching every week, earning that attention is harder than ever. Many emerging retailers assume they need bigger budgets to compete.

Our latest PION100 tells a different story.

After surveying more than 2,000 Gen Z consumers aged 16-24, our research found that the brands young people love most aren't always the ones spending the most. They're the ones that consistently deliver value, authenticity and cultural relevance.

That's encouraging news for growing fashion brands.

The PION100's Fashion rankings reveal a clear pattern: the brands winning Gen Z aren't chasing every trend. They're building communities, creating memorable brand identities and making their products accessible to a generation that loves fashion but shops carefully.

Here are five brands getting it right and what every emerging retailer can learn from them.

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Nike: Become Part of Culture

Nike remains the number one fashion brand in this year's PION100, with an impressive 91% positive sentiment among Gen Z. But its success goes far beyond trainers.

Whether it's celebrating athletes like Caitlin Clark, creating viral product moments around the Cortez or consistently showing up in youth culture, Nike understands that products alone don't build loyalty.

The community does.

The PION100 found that Gen Z connects most strongly with brands that become part of everyday culture rather than simply selling products. Young consumers want brands that help express who they are and what they value.

For emerging retailers, the goal isn't to match Nike's budget or cultural reach. It's to apply the same principles in a way that fits your brand.

Instead of asking how you can reach more people, ask how you can become indispensable to a smaller community first.

Loyalty grows from belonging.

What emerging brands can learn from Nike:

• Build a community before chasing scale
• Create content that people want to share
• Give customers something bigger than the product to believe in

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Crocs: Authenticity Always Wins

Few brands have changed public perception as dramatically as Crocs.

Once dismissed as unfashionable, Crocs has become one of Gen Z's favourite footwear brands by embracing exactly what made it different: comfort, personality and confidence. Rather than changing its identity, it leaned into it. Strategic collaborations and creator partnerships amplified the brand, but its core message never changed.

That's a valuable lesson for smaller brands.

It's easy to look at competitors and feel pressure to constantly reinvent your brand. New messaging, new aesthetics and new trends can feel like the answer.

But Gen Z values consistency.

The brands that earn long term loyalty know exactly who they are and they communicate that clearly at every touchpoint.

What emerging brands can learn from Crocs

• Own what makes your brand different
• Don't chase every trend
• Consistency builds stronger loyalty than constant reinvention

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H&M: Accessibility Drives Growth

Fashion remains one of Gen Z's favourite spending categories, yet the PION100 also found that 74% of young consumers describe themselves as careful budgeters who shop strategically.

That's where H&M succeeds.

The brand delivers trend led fashion at prices that feel attainable, making it easier for young consumers to buy into current styles without stretching their budgets.

For emerging retailers, accessibility isn't just about lowering prices anymore. It's more about reducing barriers to that first purchase.

Whether that's through welcome offers, free shipping, student discounts or flexible payment options, making your brand feel attainable can encourage first time customers to take the leap.

Once trust is built, loyalty becomes much easier to earn.

What emerging brands can learn from H&M

• Remove barriers to the first purchase
• Make affordability part of your customer experience
• Focus on long term relationships rather than one off sales

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Vans: Know Who You Are

Fashion trends come and go, but identity lasts.

That's one of the biggest reasons Vans continues to resonate with Gen Z. Rather than constantly reinventing itself, the brand has stayed true to its roots in skateboarding, creativity and youth culture. That consistency has helped it remain one of the highest performing fashion brands in the PION100.

As an emerging brand, your logo, colour palette and website all contribute to your brand, but they're not your identity. Your identity is what customers think and feel when they hear your name.

The strongest fashion brands know exactly who they're speaking to, and they don't try to appeal to everyone.

What emerging brands can learn from Vans

• Build a recognisable identity
• Stay consistent across every customer touchpoint
• Let customers connect with your values, in addition to your products

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Levi's: Tell a Story Worth Buying Into

Levi's proves that heritage doesn't have to mean outdated.

While fashion continues to evolve, Levi's has remained relevant by staying true to what made the brand iconic in the first place: authenticity, craftsmanship and timeless style. Rather than chasing every viral trend, it focuses on telling a consistent story.

Emerging brands have an advantage here.

Customers increasingly want to know who's behind a brand, why it exists and what it stands for. Your story can become one of your biggest differentiators because it's something competitors can't copy.

Products may bring customers in.

Stories are what keep them coming back.

What emerging brands can learn from Levi's

• Share the story behind your brand
• Build trust through authenticity
• Focus on long term brand value

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What the PION100 Tells Us About Winning Gen Z

Looking across this year's top performing fashion brands, one thing becomes clear.

The brands earning Gen Z's loyalty aren't winning because they have the biggest marketing budgets.

They're winning because they consistently create experiences that young consumers want to be part of.

Across Nike, Crocs, H&M, Vans and Levi's, three common themes stand out.

1. Community beats advertising

Gen Z wants to feel connected to brands. They don’t want to feel marketed to.

Whether that's through creator partnerships, social content or shared values, the strongest brands build communities that customers want to join.

2. Accessibility creates loyalty

Fashion remains one of Gen Z's favourite spending categories, but affordability is still a major consideration. The PION100 found that 74% of young consumers describe themselves as careful budgeters, showing that making your brand accessible is just as important as making it desirable.

3. Authenticity always wins

From Crocs embracing comfort to Vans staying true to its identity, the highest performing brands don't chase every trend.

They know who they are and their customers do too.

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Winning the Next Generation of Customers

The biggest takeaway from the PION100 is simple: Gen Z rewards brands that feel authentic, accessible and culturally relevant.

The brands featured in these case studies aren't winning because they have the biggest marketing budgets. They're winning because they've built communities, earned trust and created reasons for customers to come back.

For emerging fashion retailers, that's the real opportunity.

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