Pacsun Report Finds Gen Z Favors Secondhand Clothing

Pacsun's 2026 Youth Report surveys how Gen Z and Gen Alpha shoppers approach fashion, appearance, and AI.

Updated on Nov. 5, 2026 in Youth

Pacsun Report Finds Gen Z Favors Secondhand Clothing

Live Poll

Do you trust AI more than friends and family for personal decisions?

Pacsun released its 2026 Youth Report on fashion shopping among Gen Z and Gen Alpha consumers. The findings show strong interest in secondhand clothing and growing use of AI for shopping tasks, though young consumers remain wary of AI for personal advice.

Why it matters

The report offers retailers and parents a snapshot of how younger shoppers weigh sustainability, self-image, and technology in their purchasing decisions. Its findings on trust in friends and family over AI suggest peer influence still shapes youth spending.

Pacsun's survey found 67% of young consumers have bought or are open to buying secondhand clothing, and 23% bought more vintage or secondhand items this year. Only 2% of young respondents trust AI for fashion advice, compared with 66% who used AI for a shopping task.

The players

Pacsun

Pacsun is a California-based apparel retailer known for marketing to teen and young adult shoppers.

The details

The report draws on survey responses from young consumers to examine how they shop for clothing, how appearance affects their mood, and how they use artificial intelligence. Respondents reported heavy AI use, with 85% using it in the past 12 months, but trust in the technology for personal decisions remained low.

2026: Pacsun publishes its 2026 Youth Report findings.
Ahead of the holiday shopping season: The findings are positioned to inform retailer planning for youth spending.

Culture Shift

Pacsun's 2026 Youth Report continues its focus on how young shoppers balance secondhand buying, self-image, and technology. The findings add evidence that Gen Z and Gen Alpha are reshaping apparel purchasing habits beyond traditional retail.

Shoppers looking for affordable clothing may find secondhand options a practical choice, as two-thirds of young consumers already buy or are open to it. Parents and young shoppers relying on AI for shopping tasks should note that few trust it for fashion, relationship, or financial advice.

The takeaway

Young shoppers are comfortable using AI as a tool but still rely on people they know for guidance. Retailers and families alike may find that peer recommendations continue to carry more weight than technology.