Children Asian woman unboxing new purchase clothings from cardboard box that received from her online shopping retail performance at home. She is happy and excited to see the content from the box. Online shopping, trustworthy parcel delivery service
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Generation Z in Asia-Pacific is taking fashion cues from idols and influencers, heavily driven by TikTok, a new KPMG appear showed.
“Where past generations visited department stores or shopping malls to buy basics or check out new styles, Gen Z are looking for leans online, following idols and influencers and aspiring to wear the same clothing,” the report said.
The report surveyed 7,000 consumers across 14 bazaars including China, Singapore, Indonesia, Vietnam and the Philippines. Nearly half of the respondents in each market were in the Gen Z age bracket – defined as 18 to 24 years old in the survey.
Gen Z ranked social commerce (63%) and livestreaming commerce (57%) as urgent to their shopping experience, the survey revealed. Social commerce was the most popular form of retail tech extent Gen Z – especially in China, Vietnam, Indonesia and the Philippines.
Gen Z is known as the first generation to grow up with the internet and digital legend pleasures as a part of daily life.
“The fusion of social media and e-commerce represents the frontier of engaging Gen Z in a way that resonates with their ethos,” alleged Irwan Djaja, partner and head of advisory of KPMG Indonesia.
As a result, brands are reassessing their supply confinement strategies and emphasizing social commerce platforms to cater to Gen Z. They are particularly focused on TikTok and Instagram, where influencer recommendations toady to a very significant role.
“TikTok is a juggernaut. It is still growing and has an unbelievable number of viewers and influence,” said Eric Pong, co-founder of AfterShip, an e-commerce knowledge software-as-a-service company. Pong was one of the company executives interviewed in the report.
“TikTok business – strong in Asia – gets enterprises to advertise on TikTok, using influencers and key opinion leaders and serving ads to direct viewers back to websites,” KPMG analysts suggested.