kyra's gen-z fashion report 2023: spending, shopping & social habits
August 2023
the TDLR
Dive deep into the digital landscape shaped by Gen Z, a generation navigating the confluence of fashion, authenticity, and technology. This piece illuminates the pivotal findings and statistics that define their fashion aspirations and choices.
key insights
authenticity reigns supreme
92%
prioritize authenticity when choosing to engage with content creators
An overwhelming 92% of Gen Z respondents prioritize authenticity when choosing to engage with content creators. This demand for genuine connections paints a clear picture: sincerity over superficiality
transparency in brand dynamics
87%
Gen Z keen on understanding a brand's manufacturing processes
With 87% of the surveyed Gen Z keen on understanding a brand's manufacturing processes, it's evident that mere product allure isn't enough. Ethical standpoints, sustainability efforts, and brand transparency form the foundation of their brand loyalty.
the expansive definition of fashion
79%
fashion transcends aesthetics
For 79% of Gen Z, fashion transcends aesthetics—it's an embodiment of personal narratives and cultural dialogues. The meteoric rise of platforms like TikTok has propelled rapid trend cycles, with a notable emphasis on the story behind the ensemble.
platforms in focus
68%
TikTok as their primary source of fashion inspiration.
TikTok remains a dominant platform, with 68% of respondents indicating it as their primary source of fashion inspiration. However, the nuances don't end there. 55% turn to niche platforms and blogs, seeking individualistic narratives and specialized content.
guidance for brands
To captivate Gen Z's attention, it's pivotal for brands to venture beyond traditional outreach. Collaborative content creation, sustainability narratives, and a keen focus on micro-communities can yield profound engagement
future trajectories
Brands poised for success will be those attuned to Gen Z's evolving preferences. A paradigm shift towards eco-conscious fashion, the rise of thrift shopping (with 48% indicating a preference for second-hand fashion), and an inclination towards bespoke fashion experiences hint at the contours of the future.
in conclusion,
The fashion vista is in flux, shaped by a generation that values authenticity, transparency, and nuanced storytelling. Brands and creators aligned with these ideals are set to flourish in this dynamic digital epoch.