A young Asian woman unpacks new clothes purchased from a cardboard box she received from her online store and delivered to her home. She is happy and excited to see the contents of the box. Online shopping, reliable parcel delivery service
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Gen Z in Asia Pacific is taking fashion inspiration from idols and influencers, driven heavily by TikTok, according to a new report from KPMG.
“Where past generations visited department stores or malls to buy basics or discover new styles, Generation Z searches for trends online, follows idols and influencers and aspires to wear the same clothes,” says the report.
The report surveyed 7,000 consumers across 14 markets, including China, Singapore, Indonesia, Vietnam and the Philippines. Nearly half of respondents in each market were in the Generation Z age bracket – defined as ages 18 to 24 in the survey.
Gen Z ranked social commerce (63%) and live commerce (57%) as important to their shopping experience, the survey found. Social commerce was the most popular form of retail technology among Gen Z, particularly in China, Vietnam, Indonesia and the Philippines.
Generation Z is known as the first generation to grow up with the Internet and digital devices in daily life.
“The fusion of social media and e-commerce represents the frontier to engage Gen Z in a way that resonates with their ethos,” 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 meet the needs of Generation Z. They are particularly focused on TikTok and Instagram, where influencer recommendations play a role Very important.
“TikTok is a behemoth. It continues to grow and has an incredible number of viewers and influence,” said Eric Pong, co-founder of AfterShip, an e-commerce software-as-a-service company. Pong was one of the company’s executives interviewed in the report.
“TikTok activity – strong in Asia – is driving companies to advertise on TikTok, tapping key influencers and opinion leaders and serving ads to direct viewers to websites,” they said. said KPMG analysts.
News Source : www.cnbc.com
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