Generation Z in Asia-Pacific is revolutionizing the fashion industry by taking cues from idols and influencers, according to a recent report by KPMG. Unlike past generations who relied on department stores and shopping malls for fashion inspiration, Gen Z is turning to online platforms, particularly TikTok, to discover new trends and styles. The report, based on a survey of 7,000 consumers across 14 markets in Asia-Pacific, highlights the significant impact that social media and e-commerce are having on Gen Z’s shopping behaviors.
With nearly half of respondents falling within the Gen Z age group (18 to 24 years old), the survey revealed that social commerce and livestreaming commerce are crucial aspects of the shopping experience for this generation. Social commerce emerged as the most popular form of retail technology among Gen Z consumers, especially in countries like China, Vietnam, Indonesia, and the Philippines. This trend can be attributed to the fact that Gen Z is the first generation to have grown up with the internet and digital devices as an integral part of their daily lives.
Irwan Djaja, partner and head of advisory at KPMG Indonesia, emphasized the importance of social media and e-commerce in engaging Gen Z in a way that aligns with their values and preferences. Brands are now reevaluating their supply chain strategies and focusing on social commerce platforms like TikTok and Instagram to cater to the needs of Gen Z consumers. TikTok, in particular, has emerged as a significant player in the fashion industry, with its ability to reach a vast audience through influencer collaborations and targeted advertising.
E-commerce experts like Eric Pong, co-founder of AfterShip, recognize the power of TikTok in driving business growth, especially in the Asian market. Businesses are leveraging influencers and key opinion leaders on TikTok to promote their products and redirect viewers to their websites. This shift towards social commerce not only reflects the changing shopping habits of Gen Z but also underscores the need for brands to embrace digital platforms to stay relevant in the ever-evolving fashion industry.
Generation Z in Asia-Pacific is shaping the future of fashion retail by embracing social commerce and digital platforms like TikTok. As brands continue to adapt to the preferences of this tech-savvy generation, the fashion industry is witnessing a transformative shift towards a more interactive and engaging shopping experience. The fusion of social media and e-commerce has become the new frontier for brands looking to connect with Gen Z consumers and drive business growth in the digital age.
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