The Surprising Fashion Brand Millennials Can’t Stop Shopping

We tend to spend the majority of our waking hours glued to some sort of screen—phone, tablet, computer, what have you. So it’s no surprise that we do a sizable chunk of our shopping there, and one fashion brand in particular is seeing the biggest gains from our generation’s spending habits. In a survey conducted by public-perception research firm YouGov BrandIndex, Adidas ranked as the most improved clothing brand when it comes to turning millennial consumers into customers. The sportswear giant was the only fashion company to make the top 10, joining ride-sharing apps Uber and Lyft, digital movers and shakers Instagram and Snapchat, and even Discovery Communications’ TLC network. Calvin Klein and Puma managed to sneak into the top 20. Surprised? We would’ve pegged perennial favorites Zara and H&M, too.