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Powered by TikTok, Gen Z in Asia Pacific is taking fashion cues from idols and influencers. KPMG report show.
“While past generations would go to department stores or malls to buy basic styles or check out new styles, Generation Z looks for trends online, follows idols and influencers, and aspires to wear the same clothes,” the report said.
The report surveyed 7,000 consumers in 14 markets including China, Singapore, Indonesia, Vietnam and the Philippines. Nearly half of the respondents in each market belong to Generation Z – defined in the survey as 18 to 24 years old.
The survey shows that Generation Z considers social commerce (63%) and live commerce (57%) to be important to their shopping experience. Social commerce is the most popular form of retail technology among Gen Z, especially in China, Vietnam, Indonesia and the Philippines.
Generation Z is considered the first generation to grow up with the Internet and digital devices.
“The convergence of social media and e-commerce represents the forefront of engaging Gen Z in a way that resonates with their spirit,” said Irwan Djaja, partner and head of consulting at KPMG Indonesia.
As a result, brands are re-evaluating their supply chain strategies and emphasizing social commerce platforms to cater to Generation Z.
Eric Pong, co-founder of AfterShip, an e-commerce experience software-as-a-service company, said: “TikTok is a giant. It is still growing and has an incredible audience and influence.” Pong is a company executive interviewed in the report one.
“TikTok’s strong performance in Asia has prompted companies to advertise on TikTok, leverage influencers and key opinion leaders, and use ads to guide viewers back to the site,” KPMG analysts said.
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