He’s into Puma, she’s into Zara: Gender gap shows in Gen Z brand love

For India’s Gen Z, shopping is smart, social, and substance-led. They are guided less by impulse and more by good deals, strong values, and authenticity. From choosing homegrown labels to trusting real voices over celebrity endorsements, this digital-first generation is reshaping the way brands need to engage with them.

According to the second edition of the ET Snapchat Gen Z Index, powered by Kantar, shopping choices are not just about price tags. Over the last three months, 85% of Gen Z reported a stronger shift towards exploring lesser-known, emerging brands and expressed pride in buying Indian-origin labels. The study highlights that authenticity and sustainability are increasingly driving purchase decisions.

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The Track Talk
Nike, Adidas, and Puma were the most recalled brands among Gen Z, followed by Zara and H&M. Men leaned toward athleisure, while women recalled more general fashion names. For instance, Nike was mentioned by 48% of men and 31% of women, while Adidas stood at 37% for men and 32% for women. Bata, however, resonated more with women (14%) than men (8%).

Retail Therapy
Women showed higher awareness of fashion retail brands than men. Zara topped with 30% recall among women compared to 20% of men. H&M followed with 27% versus 15%. Value-led and accessible names like Zudio, Westside, Max, Ajio, and Reliance Trends also scored better with women.

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Wardrobe Roll Call
Men displayed stronger recall in apparel-focused brands. Levi’s led with 12% of men naming it, compared to 7% of women. Peter England, Allen Solly, Raymond, Van Heusen, and U.S. Polo were also recalled more often by men.

Cart Check & Luxe List
In e-commerce, Amazon, Flipkart, and Myntra emerged as the most recalled platforms, with Amazon leading across all affinity metrics. Gender gaps were clear: Myntra was favoured more by women, while Flipkart performed better among men. Luxury brand mentions remained low overall, but Gucci and Louis Vuitton had slightly higher recall among women.


Green Flag or Red Flag?
In fashion, Nike led on both brand love and trendsetting at 78%. Adidas, Puma, and H&M performed steadily around the category average. Zara and Zudio, however, underperformed on brand excitement and advocacy, with Zara scoring just 55% on excitement against a 58% average. This signals that while these brands remain in demand, the emotional connection is uneven.

The wider index also found that Gen Z values brands that show environmental responsibility (86%) and is open to using AI and AR in shopping experiences. In short, brand engagement for this cohort is no longer just about the look—it’s about values, digital integration, and credibility.

Get the full report here