The latest KPMG report has shed light on the evolving fashion preferences of Generation Z in the Asia-Pacific region. Unlike previous generations, Gen Z individuals are turning to idols and influencers on platforms like TikTok for fashion inspiration. This shift in behavior has led to a decrease in physical visits to department stores or malls, with more emphasis on online shopping and following trends online.
Importance of Social and Livestreaming Commerce
The report, based on a survey of 7,000 consumers across 14 markets, highlighted the significance of social commerce and livestreaming commerce for Gen Z shoppers. According to the findings, 63% of respondents considered social commerce important, while 57% valued livestreaming commerce. This trend was particularly prominent in countries such as China, Vietnam, Indonesia, and the Philippines.
As the first generation to grow up with the internet and digital devices, Gen Z is highly receptive to the fusion of social media and e-commerce. Irwan Djaja, partner and head of advisory at KPMG Indonesia, emphasized the importance of engaging Gen Z through platforms that align with their values. Brands are now reevaluating their supply chain strategies to focus on social commerce platforms like TikTok and Instagram, where influencer recommendations carry significant weight.
TikTok has emerged as a dominant force in the realm of fashion and e-commerce, particularly in the Asian market. According to Eric Pong, co-founder of AfterShip, TikTok’s growing influence and vast viewer base make it an attractive platform for businesses looking to reach Gen Z consumers. KPMG analysts also pointed out the effectiveness of TikTok business strategies, which leverage influencers and key opinion leaders to drive traffic to websites through targeted advertising.
Generation Z in Asia-Pacific is reshaping the fashion landscape by turning to idols and influencers on social media platforms like TikTok. This demographic’s preference for online shopping, combined with the influence of social commerce and livestreaming commerce, underscores the need for brands to adapt their marketing strategies to cater to Gen Z’s evolving tastes. As the digital natives of today, Gen Z individuals are redefining the way fashion trends are discovered, shared, and consumed in the modern era.
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