Key Insights
Essential data points from our research
62% of Gen Z prefer to shop from sustainable brands
88% of Gen Z consumers prioritize authenticity in fashion brands
42% of Gen Z say social media is the main influencer for their fashion choices
TikTok influences 41% of Gen Z’s fashion purchases
57% of Gen Z shop for clothes online at least once a month
70% of Gen Z values inclusive sizing from fashion brands
57% of Gen Z are willing to pay more for eco-friendly fashion
75% of Gen Z are influenced by influencers in fashion decisions
64% of Gen Z say brand values impact their purchasing decisions
37% of Gen Z shop secondhand to support sustainability
49% of Gen Z say affordability is the top factor in fashion purchases
60% of Gen Z believe gender-neutral fashion is important
Gen Z spends an average of $250 per month on fashion
Authenticity and Representation
- 88% of Gen Z consumers prioritize authenticity in fashion brands
- 70% of Gen Z values inclusive sizing from fashion brands
- 60% of Gen Z believe gender-neutral fashion is important
- 53% of Gen Z favor vintage and retro-style clothing
- 55% of Gen Z consider a brand’s stance on social issues when shopping
- 81% of Gen Z say fashion allows them to express their identity
- 32% of Gen Z list comfort as the top priority in fashion choices
- 47% of Gen Z look for clothes that are culturally expressive
- 58% of Gen Z prefer brands that support diversity and inclusion
- 86% of Gen Z say fashion helps boost their confidence
- 36% of Gen Z use fashion to promote social justice messages
- 38% of Gen Z wear unbranded or DIY fashion pieces
- Gen Z accounts for 50% of traffic to online gender-fluid fashion retailers
- 39% of Gen Z shop from BIPOC-owned fashion brands
- 72% of Gen Z see fashion as a political expression
- 31% of Gen Z experiment with avant-garde fashion styles
- 66% of Gen Z say feeling represented in fashion marketing is essential
Interpretation
For Gen Z, fashion isn't just about looking good—it's a bold billboard for identity, inclusion, and ideology, where self-expression stitches together authenticity, activism, and avant-garde aesthetics.
Brand Engagement and Creativity
- 29% of Gen Z have customized clothing using DIY techniques
- 62% of Gen Z believe fashion should be both stylish and functional
- 28% of Gen Z create and sell custom fashion online
- 45% of Gen Z own at least one fashion item purchased from a collaborative drop
- 48% of Gen Z want fashion brands to communicate through memes
- 52% of Gen Z follow luxury fashion brands on social media
- Gen Z prefers fashion brands with strong online communities by 69%
- 61% of Gen Z expect weekly fashion content from followed brands
- 79% of Gen Z value creativity in brand collaborations
Interpretation
For Gen Z, fashion isn't just about looking good—it's a full-time, meme-fueled, DIY-driven, socially-savvy hustle where creativity rules, community sells, and if your brand doesn't drop content weekly, you're out of style.
Shopping Behavior and Technology Use
- 57% of Gen Z shop for clothes online at least once a month
- 49% of Gen Z say affordability is the top factor in fashion purchases
- Gen Z spends an average of $250 per month on fashion
- 35% of Gen Z use resale platforms like Depop and Poshmark for clothing
- 40% of Gen Z shop on mobile devices for fashion
- 91% of Gen Z research online before making a fashion purchase
- 63% of Gen Z would try virtual fit technology if available
- 59% of Gen Z shop during sales and promotions only
- 54% of Gen Z prefer direct-to-consumer fashion brands
- 30% of Gen Z have bought fashion through livestream shopping
- 66% of Gen Z have used augmented reality to try on clothes virtually
- Gen Z makes up 40% of global consumers in resale fashion markets
- Gen Z fashion consumers are 3x more likely to influence family shopping choices
- 50% of Gen Z have returned an online fashion purchase due to poor fit
- 61% of Gen Z say mobile accessibility is crucial for fashion brands
- Gen Z accounts for 25% of all luxury fashion purchases in Asia
- 31% of Gen Z prefer digital fashion for gaming and metaverse avatars
- 26% of Gen Z use AR filters to try on fashion accessories
- 58% of Gen Z say NFTs are part of fashion’s future
- 45% of Gen Z factor peer reviews into fashion buying decisions
- 24% of Gen Z use AI fashion stylists or chatbots for outfit suggestions
Interpretation
Gen Z is redefining the runway as a digital catwalk, where affordability meets augmented reality, livestream shopping doubles as entertainment, and fashion choices are made with one thumb, two apps, and a whole lot of peer-reviewed precision.
Social Media and Influencer Impact
- 42% of Gen Z say social media is the main influencer for their fashion choices
- TikTok influences 41% of Gen Z’s fashion purchases
- 75% of Gen Z are influenced by influencers in fashion decisions
- 76% of Gen Z have purchased clothing after seeing it on social media
- 67% of Gen Z discover new fashion brands via Instagram
- 44% of Gen Z rely on YouTube for fashion inspiration
- 51% of Gen Z use Pinterest for fashion ideas
- 77% of Gen Z say social media ads help them discover new fashion trends
- 71% of Gen Z follow influencers for daily outfit inspiration
- 41% of Gen Z follow niche fashion subcultures online
- 55% of Gen Z discover fashion trends on Snapchat
- 95% of Gen Z have made fashion purchases based on influencer recommendation
- 69% of Gen Z follow fashion meme accounts online
- 28% of Gen Z identify as fashion content creators
- 84% of Gen Z track fashion trends through hashtags
Interpretation
For Gen Z, the runway has gone digital, with hashtags, influencers, and meme accounts replacing glossy magazines as the new fashion week front row.
Sustainability and Ethics
- 62% of Gen Z prefer to shop from sustainable brands
- 57% of Gen Z are willing to pay more for eco-friendly fashion
- 64% of Gen Z say brand values impact their purchasing decisions
- 37% of Gen Z shop secondhand to support sustainability
- 78% of Gen Z say sustainability efforts strengthen brand loyalty in fashion
- 46% of Gen Z value slow fashion over fast fashion
- 82% of Gen Z prefer brands with transparent supply chains
- 65% of Gen Z avoid brands they consider unethical
- 83% of Gen Z have participated in fashion resale or swapping
- 43% of Gen Z believe fashion brands should address climate change
- 50% of Gen Z would wear clothes made from recycled materials
- 46% of Gen Z consider resale before buying new fashion items
Interpretation
Forget fleeting trends—Gen Z is tailoring the future of fashion with a conscience, proving that style without sustainability just doesn't make the cut.
