Generation Z’s Influence on Fashion in Asia-Pacific

Generation Z in Asia-Pacific is reshaping the fashion industry by taking cues from idols and influencers, as revealed in a recent report by KPMG. Unlike previous generations who visited brick-and-mortar stores for shopping, Gen Z is now turning to online platforms to stay ahead of the latest trends and styles. By following idols and influencers on social media, Gen Z consumers are aspiring to emulate their favorite celebrities’ fashion choices.

According to the report, social commerce and livestreaming have become integral components of the shopping experience for Gen Z consumers in the Asia-Pacific region. With 63% of respondents ranking social commerce and 57% ranking livestreaming commerce as important, it is clear that these technologies play a crucial role in shaping Gen Z’s purchasing decisions. Particularly in markets like China, Vietnam, Indonesia, and the Philippines, social commerce has emerged as the preferred method of retail tech among Gen Z consumers.

The Influence of Social Media and E-Commerce Fusion

As the first generation to grow up with the internet and digital devices, Gen Z is deeply connected to the online world. The fusion of social media and e-commerce has opened up new avenues for brands to engage with Gen Z consumers in ways that align with their values and preferences. Irwan Djaja, partner and head of advisory at KPMG Indonesia, emphasized the importance of leveraging social commerce platforms like TikTok and Instagram to connect with Gen Z consumers.

Influencer recommendations on platforms like TikTok and Instagram are playing a pivotal role in shaping Gen Z’s fashion choices. Brands are increasingly focusing on partnering with influencers and key opinion leaders to reach a wider audience and drive traffic to their online stores. Eric Pong, co-founder of AfterShip, highlighted the significance of TikTok in the Asia-Pacific region, where the platform’s growing influence is attracting businesses to advertise and engage with Gen Z consumers.

Generation Z’s influence on fashion in Asia-Pacific is undeniable. By embracing social commerce, livestreaming, and influencer partnerships, brands are adapting their marketing strategies to cater to the evolving preferences of Gen Z consumers. As this generation continues to wield significant purchasing power, it is essential for brands to stay attuned to the latest trends and capitalize on the digital landscape to engage with this tech-savvy demographic.