Gen Z in Asia-Pacific Follows Influencers for Fashion Picks

Generation Z across the Asia-Pacific region is increasingly shaping its fashion choices based on influencers and idols, most of which they see on TikTok, according to a new report from KPMG.

Traditional shopping habits are giving way to online trends as Gen Z consumers turn to social media platforms like TikTok for fashion inspiration, according to the Generation Z and Fashion Trends in Asia-Pacific report. The survey, which covered 7,000 consumers across 14 markets including China, Singapore, Indonesia, Vietnam, and the Philippines, highlighted that nearly half of the respondents belonged to the Gen Z age group, defined as 18 to 24 years old.

Key findings indicate that social commerce and livestreaming commerce are pivotal to Gen Z's shopping behaviors, with 63% of respondents emphasizing the importance of social commerce. This trend is particularly pronounced in countries like China, Vietnam, Indonesia, and the Philippines.

"The fusion of social media and e-commerce represents the frontier of engaging Gen Z in a way that resonates with their ethos," said Irwan Djaja, partner and head of advisory, KPMG Indonesia. The influence of platforms like TikTok and Instagram is profound, where influencer endorsements significantly impact purchasing decisions among Gen Z consumers. Brands are adapting by recalibrating their supply chain strategies and focusing on social commerce platforms to effectively engage this demographic.

The report suggests a shift towards leveraging social media platforms as key channels for marketing and sales, aligning closely with Gen Z's preferences and behaviors.

Around 70% of internet users in Mexico, Colombia, and Brazil use TikTok. While the app is popular across Latin America, only 10.3% of users in Mexico consider it their favorite social media platform, according to Statista.