Hollister, Abercrombie, outperform; Nike, H&M fall this back to school season

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Teen Apparel brands Hollister (+35.3% YoY) and Abercrombie (+15.1% YoY) were the fastest growing major brands during the 2024 back to school season. This extends Abercrombie’s already winning year growing its Millennial focused assortment and embracing changing pant trends. Off Price Department Stores Nordstrom Rack (Nordstrom Off Price), Burlington, Marshall’s, and T.J. Maxx also all grew suggesting shoppers searched for value this season. Conversely Fast Fashion brands H&M and Shein, and Active & Athleisure stalwarts Nike, Under Armour, and Lululemon were among the slowest growing retailers.

Download back to school 2024 report

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