Fashion trends in Asia-Pacific are rapidly evolving, with Generation Z leading the way towards a new era of digital consumerism. Unlike past generations who relied on department stores and shopping malls for their fashion inspirations, Gen Z is turning to idols and influencers on social media platforms like TikTok for the latest trends. According to a recent report by KPMG, this generation, defined as individuals aged 18 to 24, is heavily influenced by online personalities and aspires to emulate their style choices.
The survey conducted by KPMG across 14 markets in Asia-Pacific highlighted the growing importance of social commerce and livestreaming in the shopping habits of Gen Z consumers. Social commerce, in particular, has emerged as a popular retail tech tool among this demographic, especially in countries like China, Vietnam, Indonesia, and the Philippines. With 63% of Gen Z respondents ranking social commerce and 57% prioritizing livestreaming commerce, brands are now adapting their strategies to engage with this tech-savvy generation.
Gen Z is the first generation to grow up in a world dominated by the internet and digital devices. The seamless integration of social media and e-commerce has become a key driver in engaging with this demographic. According to Irwan Djaja, partner and head of advisory at KPMG Indonesia, brands are reevaluating their supply chain operations to meet the demands of Gen Z consumers. Social commerce platforms like TikTok and Instagram are playing a significant role in this evolution, with influencer recommendations shaping purchasing decisions.
The Influence of TikTok on Asian Businesses
TikTok, in particular, has emerged as a powerhouse in the social media landscape, especially in Asia. Eric Pong, co-founder of AfterShip, a leading e-commerce software company, emphasized the significant impact of TikTok on businesses. The platform’s ability to reach a vast audience and leverage influencer marketing has made it a valuable tool for brands looking to connect with Gen Z consumers. As KPMG analysts noted, businesses are increasingly turning to TikTok for advertising opportunities and collaborations with key opinion leaders to drive traffic to their websites.
Gen Z’s influence on fashion in Asia-Pacific is reshaping the retail industry and driving brands to adapt to a new era of digital consumerism. With a strong emphasis on social commerce, livestreaming, and influencer marketing, companies are evolving their strategies to cater to the preferences of this tech-savvy generation. As the fusion of social media and e-commerce continues to shape the retail landscape, businesses must stay attuned to the changing demands of Gen Z to thrive in the digital age.