69% of 13 to 39-year-olds say they are more likely to purchase brands that are considered cool.
Consumers in the 18 to 39-year-old age range had a high affinity for Rihanna's Fenty Beauty and Savage X Fenty, both considered high quality and inclusive. Kim Kardashian's shapewear and clothing brand SKIMS grew in popularity from 2022 to 2023.
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