Gen Z Brands Go Viral This Back-to-School Season

Back-to-school shopping is one of the biggest spending events of the year. According to the National Retail Federation, total college spending is expected to reach $87 billion this year—a slight dip from last year’s $94 billion but still significantly higher than pre-pandemic levels.

As college students return to campus this August, they are not just purchasing school supplies but also curating their personal style and aesthetic for the year ahead. Gen Z brands are seizing this opportunity by connecting with students where it matters most – on social media, in their sororities, and across their campuses.

At McMillanDoolittle, we continuously monitor the latest trends and examine winning strategies for Gen Z brands. Here’s what’s catching our attention on college campuses this back-to-school season:

Shein: Fast Fashion Retailer Leads the #OOTD Trend

The TikTok trend “#OOTD” (Outfit of the Day) returned this year during Sorority Rush, with girls showcasing their daily looks and naming the brands behind each piece. This trend has gained popularity for the often extremely high price points of outfits, especially at schools like the University of Alabama, Southern Methodist University, and Auburn University, where Greek life is highly influential.

Although the #OOTD trend has been popular since 2021, this year has seen a noticeable uptick in the presence of Shein, particularly in accessories and statement pieces. With accessories starting as low as $2 and clothing typically priced under $20, Shein offers budget-friendly options that allow students to participate in the trend without breaking the bank.

Interestingly, in many of the featured outfits, these affordable Shein items are paired with high-end brands like Golden Goose sneakers (priced at $600+), Hermès bracelets (priced at $700+), and Zimmerman dresses (priced at $800+). This combination reflects a broader trend among young adults, who are mixing luxury pieces with fast fashion to achieve a stylish, on-trend look.

Poppi: Prebiotic Soda Brand Sponsors Sororities During Rush Week 

Poppi, a vibrant prebiotic soda brand known for its colorful cans and strong Gen Z appeal, has reimagined the concept of a “college ambassador.” During Sorority Work Week—the period before Rush when members prepare for the upcoming week—Poppi collaborated with sororities across the South to sponsor a themed day.

As part of the sponsorship, Poppi designed and provided custom shirts and hats featuring the clever tagline “Poppin’ Off” and supplied plenty of their sodas to keep the members refreshed. In return, sorority members extensively shared the brand on their social channels, allowing Poppi to authentically connect with their target audience.

At the University of Texas at Austin—where Poppi’s headquarters are located—founder Allison Ellsworth even visited the Zeta Phi Beta sorority house, creating viral TikToks with the members that further amplified the brand’s presence on social media.

Photo Credit: @drinkpoppi

Every Man Jack: Grooming Brand Hosts Experiential Pop-Up on Campus

Every Man Jack, known for its clean, natural ingredients and eco-friendly packaging, hosted a two-day pop-up event at the University of Miami during college move-in. Students were invited to fill a free shower caddy with products, play games to win prizes like branded pickleball paddles and hats, and enter a $5,000 scholarship giveaway.

With products valued between $10 and $20 being given away for free, Every Man Jack is focused on building lasting customer loyalty during a formative period when college students start shaping their lifelong shopping habits. The brand hopes students will continue purchasing their products via their website or at major retailers like Target, Walmart, and CVS.

Additionally, the pop-up provided valuable consumer insights, as the brand gathered direct feedback from their target audience, learning which scents were most popular, gauging brand recognition, and understanding general impressions of the product.

Photo Credit: @everymanjack

These are a few examples that highlight how brands are engaging with the newest generation this back-to-school season. Contact us today to discuss how your brand can authentically connect with new audiences, and check out our recent blogs, “Beyond Yoga, Studs, and Lip Lab Woo the Next Gen with Newly Opened Chicago Stores” and “Harry Styles’ Beauty Brand Opens an Out-of-this-World Pop-up in Chicago,” for inspiration on designing experiences that resonate with Gen Z.