A recent report by KPMG has shed light on how Generation Z in the Asia-Pacific region is revolutionizing the fashion industry. Unlike past generations who preferred visiting department stores or shopping malls, Gen Z is turning to online platforms for fashion inspiration. They are heavily influenced by idols and influencers, aspiring to replicate their style choices.
The report, based on a survey of 7,000 consumers across 14 markets including China, Singapore, Indonesia, Vietnam, and the Philippines, revealed that nearly half of the respondents in each market belonged to the Gen Z age group (18-24 years old). Gen Z individuals expressed a strong preference for social commerce (63%) and livestreaming commerce (57%) as integral parts of their shopping experience.
Having grown up with the internet and digital devices as part of their daily lives, Gen Z represents a generation that seamlessly merges 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 and interests. As a result, brands are reevaluating their supply chain strategies and focusing on social commerce platforms like TikTok and Instagram.
One standout platform for Gen Z fashion trends is TikTok. Eric Pong, co-founder of AfterShip, highlighted the immense impact of TikTok in the Asian market. Businesses are leveraging TikTok’s vast audience and engaging with influencers and key opinion leaders to promote their products. The seamless integration of influencer recommendations and social commerce on TikTok has made it a powerhouse for fashion brands looking to connect with Gen Z consumers.
The fashion industry in the Asia-Pacific region is witnessing a shift driven by the preferences of Generation Z. Brands that adapt to the changing landscape and embrace social commerce platforms like TikTok and Instagram are poised to succeed in capturing the attention of this influential consumer group. As idols and influencers continue to shape fashion trends, leveraging digital innovation will be crucial for brands looking to stay relevant in this rapidly evolving market.
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