Aerie

As this generation’s spending power and appetite for fashion grows, BoF's research and analysis think tank looks at the most-revered brands among young fashion shoppers.

Instagram has more users, but for a growing number of brands and creators, TikTok has replaced the Meta-owned social network as fashion’s go-to marketing platform.

Brands like Adidas and Gymshark are spending time, money and resources to update their sports bras, a product they see as crucial to winning over female customers.

Leaked internal documents show Facebook is concerned the fashion and beauty content on its platforms can make users feel worse about themselves. But brands must assess their own culpability too.

Brands like Aerie and VS Pink relied on in-person student events and campus ambassadors to drive sales. Can they replicate that success online?