Gen Z in Asia-Pacific: Fashion Trends Driven by TikTok and Influencer Culture
Generation Z in Asia-Pacific is taking the fashion world by storm, fueled by a love for social commerce and a deep fascination with influencer culture. A new report from KPMG reveals that TikTok has become a central platform for this generation’s fashion inspiration, driving them to seek out clothing styles popularized by their favourite idols and influencers. This trend is transforming how brands are approaching their marketing and supply chain strategies, particularly in key markets like China, Singapore, Indonesia, Vietnam, and the Philippines.
Key Takeaways:
- TikTok Reigns Supreme: Gen Z in Asia-Pacific heavily rely on TikTok for fashion inspiration. The platform’s influence extends beyond mere viewing, with brands actively using TikTok for advertising, influencer collaborations, and directing viewers back to their websites.
- Social Commerce is King: Social commerce and livestreaming commerce are paramount to Gen Z’s shopping experience. These platforms offer a highly engaging and interactive way to discover new products and make purchases, a departure from traditional brick-and-mortar shopping.
- Influencer Power: Influencers hold significant sway over Gen Z’s purchasing decisions, driving their desire to emulate the styles showcased by their favourite personalities. Brands are increasingly recognizing the importance of tapping into this influencer network to reach their target audience.
- Supply Chain Restructuring: The dominance of social commerce and the fast-paced nature of Gen Z’s fashion choices are forcing brands to adapt their supply chains to meet evolving demands. This includes prioritizing speed, flexibility, and the ability to respond quickly to emerging trends.
Emerging From the Digital Age:
Born into a world dominated by the internet and digital devices, Gen Z is adept at navigating the complex landscape of online shopping and social media. This innate understanding of social commerce and digital marketing makes them highly receptive to brands that engage them through these channels.
"The fusion of social media and e-commerce represents the frontier of engaging Gen Z in a way that resonates with their ethos," observes Irwan Djaja, partner and head of advisory of KPMG Indonesia. This statement underscores the critical shift in consumer behavior and the impact it has on how brands need to operate.
The Rise of TikTok’s Influence:
TikTok‘s colossal reach and influence amongst Gen Z cannot be overstated. "TikTok is a juggernaut. It is still growing and has an unbelievable number of viewers and influence," says Eric Pong, co-founder of AfterShip, an e-commerce experience software-as-a-service company. Brands have recognized this power and are strategically utilizing TikTok to connect with this generation.
Beyond the "Like" Button:
The impact of influencer culture on Gen Z’s fashion choices goes beyond mere aesthetics. This generation is increasingly driven by a desire to express their individuality and connect with like-minded communities.
"Where past generations visited department stores or shopping malls to buy basics or check out new styles, Gen Z are looking for trends online, following idols and influencers and aspiring to wear the same clothing," the KPMG report states. This shift demonstrates the evolving landscape of fashion inspiration, moving away from traditional retail and towards the digital world.
Adapting to the New Normal:
The influence of TikTok, social commerce, and influencer culture is reshaping the fashion industry, forcing brands to adapt and innovate. This includes streamlining their supply chain processes, building robust online presence strategies, and leveraging the power of social media platforms to connect with consumers in an authentic and engaging manner. Brands that fail to recognize and embrace these trends risk falling behind in the race to capture the hearts and wallets of Gen Z, a generation poised to revolutionize the world of fashion.
