Young Asian woman is unpacking newly purchased clothes from a cardboard box she received from online shopping retailer at 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 the Asia Pacific region is taking fashion cues from idols and influencers with the help of new social media platforms such as TikTok. KPMG Report Indicated.
“While past generations would visit department stores or shopping malls to buy basic clothes and check out new styles, Gen Z looks for trends online, follows idols and influencers, and wants to wear the same clothes,” the report said.
The report surveyed 7,000 consumers across 14 markets, including China, Singapore, Indonesia, Vietnam and the Philippines. Nearly half of the respondents in each market were Gen Z, defined in the survey as 18-24 year olds.
According to the survey, Gen Z cited social commerce (63%) and livestreaming commerce (57%) as important to their shopping experience. Social commerce was the most popular retail technology among Gen Z, especially in China, Vietnam, Indonesia and the Philippines.
Gen Z is known as the first generation to have grown up with the internet and digital devices as part of everyday life.
“The convergence of social media and e-commerce is cutting edge technology to engage with Gen Z in a way that resonates with their psyche,” said Irwan Tjaja, partner and head of advisory at KPMG Indonesia.
As a result, brands are rethinking their supply chain strategies and placing greater emphasis on social commerce platforms to cater to the needs of Gen Z – particularly TikTok and Instagram, where influencer endorsements play a crucial role.
“TikTok is huge. It’s still growing and has an incredibly large audience and influence,” said Eric Pong, co-founder of e-commerce experience SaaS company Aftership, one of the company’s executives interviewed for the report.
“TikTok’s strong business in Asia allows businesses to advertise on the app, leveraging influencers and key opinion leaders to serve ads that drive viewers to websites,” KPMG analysts said.
