Generation Z in Asia-Pacific is reshaping the fashion industry by taking inspiration from idols and influencers. Unlike previous generations who relied on traditional shopping methods like department stores and malls, Gen Z is turning to online platforms for the latest trends. According to a recent KPMG report, social media plays a crucial role in influencing their fashion choices, with TikTok being a major driver of this shift.
The report highlighted that nearly half of the respondents in key markets such as China, Singapore, Indonesia, Vietnam, and the Philippines belong to the Gen Z age group. For them, social commerce (63%) and livestreaming commerce (57%) are essential components of the shopping experience. This trend is particularly prevalent in countries like China, Vietnam, Indonesia, and the Philippines, where Gen Z is leveraging social media platforms to discover and purchase new fashion items.
With Gen Z being the first generation to grow up in the digital age, brands are adapting their strategies to meet their evolving needs. Social commerce has emerged as a favorite among Gen Z consumers, who prefer convenient and interactive shopping experiences. Irwan Djaja, a partner at KPMG Indonesia, emphasized the importance of merging social media and e-commerce to engage Gen Z effectively.
Influencers and key opinion leaders on platforms like TikTok and Instagram are playing a significant role in shaping Gen Z’s fashion choices. Brands are increasingly partnering with influencers to promote their products and drive traffic to their online stores. Eric Pong, co-founder of AfterShip, highlighted the growing influence of TikTok in the Asian market and its potential for businesses to reach a vast audience.
To cater to the preferences of Gen Z consumers, brands are reevaluating their supply chain strategies and focusing on social commerce platforms. The fusion of social media and e-commerce has created new opportunities for brands to connect with their target audience and drive sales. By leveraging influencers and digital marketing, businesses can create a more personalized shopping experience for Gen Z customers.
Generation Z in Asia-Pacific is reshaping the fashion landscape through their online shopping habits and influence from idols and influencers. Brands that embrace social commerce and prioritize digital engagement are best positioned to capture the attention of this tech-savvy generation. As the fashion industry continues to evolve, understanding and adapting to the preferences of Gen Z will be crucial for brands looking to stay competitive in the market.
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