Why Stanley Cups Are Fading Away Like Skinny Jeans

The recent survey by Piper Sandler included responses from over 13,500 teens across 47 states, highlighting how trends shift among this demographic. Analysts Peter Keith and Alexia Morgan noted a striking duality in the survey results: Stanley cups ranked as the second most popular female fashion trend among upper-income teens while simultaneously being listed as the second trend on the decline. This insight reflects the fickle nature of fashion, especially among younger consumers.

Current Trends in the Teenage Market

1. Popularity vs. Decline – Although Stanley cups remain a top choice among teens, their popularity appears to be plateauing. The survey showed that while many still view them as trendy, a significant number also recognize that their reign might be ending.

2. Comparative Trends – Skinny jeans continue to hold the title of the “uncool” trend for 2024, and Stanley cups seem to be catching up. The market’s shifting preferences suggest that what once was a must-have can quickly become yesterday’s news.

3. Fashion Alternatives – As upper-income teens explore alternatives, brands like Owala are emerging as new favorites. This new trend showcases how quickly the spotlight can shift in the fashion world.

Insights From the Survey

The insights from the Piper Sandler survey reveal that trends can change rapidly. While Stanley Cups burst onto the scene and gained significant traction, they are now facing competition from other brands. Keith mentioned, “The brand struck a chord with their larger, thicker cups, complete with a handle and straw. It’s one of the most impressive success stories in recent years.” However, as with all fashion items, what goes up must come down.

Interestingly, the data also indicated that Stanley cups were virtually nonexistent on the radar of upper-income teen girls just two years ago. They managed to climb the ranks, entering the top ten fashion trends last fall. Within months, they soared past crop tops, establishing themselves as a solid second place behind popular brands like Lululemon.

Key Competitors in the Market

Instagram | mandarinasoulgt | Yeti is a household name among teens, with 84% brand awareness and two-thirds owning at least one product.

As the popularity of Stanley cups faces scrutiny, competitors like Yeti maintain a steady presence among teens. Yeti holds 84% brand awareness in this demographic, with two-thirds of teens indicating their households own at least one Yeti product. Their sales growth remains strong, suggesting that while Stanley cups may be fading, alternatives are gaining ground.

Why Do Trends Shift?

Trends often cycle through phases of intense popularity followed by decline. This phenomenon is especially prevalent in fashion, where styles can quickly fall out of favor. As consumers become more aware of what’s in and what’s out, brands need to adapt or risk becoming obsolete. Keith pointed out, “When brands transition from being cool to uncool, they often spend time in a gray area where they are perceived as both.”

The Future of Stanley Cups