The latest report from KPMG has revealed that Generation Z in the Asia-Pacific region is heavily influenced by idols and influencers when it comes to fashion choices. Unlike previous generations who used to visit brick-and-mortar stores for shopping, Gen Z now looks for trends online, following their favorite idols and influencers for inspiration.
According to the survey conducted by KPMG, nearly half of the respondents in countries like China, Singapore, Indonesia, Vietnam, and the Philippines belong to the Gen Z age group, which is defined as 18 to 24 years old. Social commerce and livestreaming commerce emerged as crucial aspects of the shopping experience for this demographic, with social commerce being the most preferred retail tech tool among Gen Z.
Gen Z, being the first generation to grow up with digital devices, has integrated social media and e-commerce seamlessly into their daily lives. Platforms like TikTok and Instagram have become key players in influencing the shopping behaviors of this generation, with influencer recommendations playing a significant role in their purchasing decisions.
Recognizing the impact of social commerce on Gen Z consumers, brands are now reevaluating their supply chain strategies and focusing on social commerce platforms like TikTok and Instagram. These platforms offer a direct channel to engage with their target audience through influencers and key opinion leaders, driving traffic back to their websites.
TikTok, in particular, has emerged as a dominant force in the Asia-Pacific region, with an ever-expanding user base and significant influence over consumer behaviors. Businesses are increasingly turning to TikTok to advertise their products, leveraging influencers and key opinion leaders to reach their target audience effectively.
The rise of social commerce and the dominance of platforms like TikTok and Instagram have reshaped the way Gen Z consumers in the Asia-Pacific region engage with fashion and retail. Brands that understand and adapt to these changing trends will be better positioned to capture the attention and loyalty of this influential demographic.
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