The latest report from KPMG reveals that Generation Z in Asia-Pacific is revolutionizing the fashion industry by taking inspiration from idols and influencers. Instead of traditional shopping methods like department stores or malls, Gen Z is turning to online platforms like TikTok to stay updated on the latest trends. The report, based on a survey of 7,000 consumers across 14 markets, highlights the shift in consumer behavior, with almost half of respondents belonging to the Gen Z age group.
According to the survey, Gen Z places high importance on social commerce (63%) and livestreaming commerce (57%) when it comes to their shopping experience. Social commerce, in particular, has gained popularity among Gen Z in countries like China, Vietnam, Indonesia, and the Philippines. This generation, known for growing up with the internet and digital devices, values the integration of social media and e-commerce in their shopping journey.
Brands are now reevaluating their supply chain strategies to adapt to the preferences of Gen Z consumers. By leveraging social commerce platforms like TikTok and Instagram, companies are able to connect with their target audience through influencer recommendations. TikTok, in particular, has emerged as a powerful tool for businesses in Asia-Pacific, allowing them to reach a large number of viewers and potential customers. With the help of influencers and key opinion leaders, brands are driving traffic to their websites and increasing sales through targeted advertising campaigns.
Irwan Djaja, partner and head of advisory at KPMG Indonesia, emphasizes the importance of understanding the evolving preferences of Gen Z. As the first generation to be immersed in digital technology from a young age, Gen Z is reshaping the fashion industry with their reliance on social media for inspiration and shopping. Brands that are able to tap into this trend and harness the power of platforms like TikTok and Instagram will have a competitive edge in capturing the attention of Gen Z consumers. By staying agile and responsive to changing consumer behaviors, companies can position themselves for success in a rapidly evolving market landscape.
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