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Preferential Treatment

A panel of 18- to 22-year olds revealed their preferred brands and stores. Here’s how the makers and merchants stacked up.

A panel of 18- to 22-year-old shoppers revealed their habits and preferences to Look-Look, a West Coast marketing firm. Tellingly, 27.17 percent of respondents said they don’t have a preferred brand or didn’t find their favorite among the 120 names supplied. More than one-quarter had similar feelings about the 26 mainstream retailers on the survey. Nonetheless, the results reveal a passion for shopping, with 14.3 percent shopping for clothes, shoes and accessories more than 10 times a month. Almost half shop once or twice a month. Another 26.4 percent shop three to five times a month, and 9.9 percent shop six to 10 times a month. Half the group spends less than $50 a month, and 30 percent spend from $50 to $100. About 10 percent spend from $101 to $150 a month, while just over 7 percent fork over $151 to $250 a month.

1

DON’T HAVE ONE

13.89 percent

2

OTHER

11.81 percent

3

EXPRESS

10.42 percent

4

URBAN OUTFITTERS

9.03 percent

5

H&M

7.64 percent

6

BANANA REPUBLIC

6.25 percent

7

GAP

5.56 percent

8

OLD NAVY

5.56 percent

9

AMERICAN EAGLE OUTFITTERS

4.86 percent

10

WET SEAL

4.86 percent

Favorite Brands

1

OTHER

14.13 percent

2

DON’T HAVE ONE

13.04 percent

3

THRIFT STORES

5.43 percent

4

GAP

5.43 percent

5

GUESS

4.35 percent

6

OLD NAVY

4.35 percent

7

RALPH LAUREN

3.26 percent

8

J. CREW

3.26 percent

9

DICKIES

3.26 percent

10

DIESEL

3.26 percent

SOURCE: Look-Look Inc., Hollywood, Calif.; Look-Look.Com; *, =, == Indicate A Tie.