According to a new KPMG report, Gen Z’s in Asia-Pacific look up to icons and influencers before they buy merchandise.
According to the report, “Gen Z are looking for trends online, following idols and influencers, and aspiring to wear the same clothing” rather than going to department stores or shopping malls to buy basics or check out new styles.
This is empowered by the rise of social business platforms like TikTok and Instagram – where influencer proposals assume an exceptionally critical role.
The new KPMG report further says the Gen Z’s in Asia-Pacific get their fashion inspiration from idols and influencers.
The report studied 7,000 customers across 14 business sectors including China, Singapore, Indonesia, Vietnam and the Philippines. Almost 50% of the respondents in each market were in the Gen Z age group – characterized as 18 to 24 years of age in the survey.
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According to the survey, Gen Z rated livestreaming commerce (57%) and social commerce (63%) as important to their shopping experience. Among Generation Z, social commerce was the most popular retail tech, particularly in China, Vietnam, Indonesia, and the Philippines.
Gen Z’s are the first generation to grow up with the internet and digital devices as a part of daily life.
Irwan Djaja, partner and head of advisory at KPMG Indonesia, stated,
“The fusion of social media and e-commerce represents the frontier of engaging Gen Z in a way that resonates with their ethos”
Subsequently, brands are reconsidering their production network systems and stressing social trade strategies to take care of Gen Z. They are especially centered around TikTok and Instagram, where powerhouse suggestions assume an exceptionally critical 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 experience software-as-a-service company. Pong was one of the company executives interviewed in the report.
“TikTok business – strong in Asia – gets businesses to advertise on TikTok, using influencers and key opinion leaders and serving ads to direct viewers back to websites,” KPMG analysts said.
