Key Insights
Essential data points from our research
62% of Gen Z say they look for an item secondhand before purchasing it new
The US secondhand market is projected to reach $82 billion by 2026 driven largely by Gen Z shoppers
58% of Gen Z say they care about the carbon footprint of their clothing
TikTok is the number one source of fashion inspiration for Gen Z consumers
55% of Gen Z say they have bought a fashion item after seeing it on TikTok
Instagram ranks as the second most preferred social platform for fashion discovery for Gen Z
48% of Gen Z fashion purchases are made on mobile devices
Gen Z accounts for 40% of global consumers and buys fashion more frequently than any other generation
Buy Now Pay Later (BNPL) services are used by 44% of Gen Z shoppers for fashion
76% of Gen Z consumers feel that diversity and inclusion in fashion advertising is important
51% of Gen Z agree that gender-neutral clothing is the future of fashion
68% of Gen Z expect brands to contribute to society regarding social justice issues
Nike remains the number one favorite brand among Gen Z teens for both apparel and footwear
Athletic apparel (Athleisure) makes up 44% of teen clothing preferences
Y2K fashion trends saw a 400% increase in search volume among Gen Z in 2022
Brand Loyalty & Values
- 76% of Gen Z consumers feel that diversity and inclusion in fashion advertising is important
- 51% of Gen Z agree that gender-neutral clothing is the future of fashion
- 68% of Gen Z expect brands to contribute to society regarding social justice issues
- 40% of Gen Z have boycotted a brand due to its stance on a political or social issue
- Transparency in the supply chain is a key demand for 60% of Gen Z shoppers
- 70% of Gen Z consumers try to purchase from companies they consider ethical
- Gen Z is 2x more likely than other generations to support black-owned fashion businesses
- 48% of Gen Z value brands that don't retouch photos of models
- 56% of Gen Z say they are more likely to buy from a brand that supports LGBTQ+ rights
- Authenticity is identified by 90% of Gen Z as a critical factor in deciding which brands to support
- 45% of Gen Z believe fashion brands should be vocal about mental health awareness
- 82% of Gen Z say they are more loyal to brands that share their values
- Size inclusivity is a dealbreaker for 66% of Gen Z shoppers
- 38% of Gen Z trust brands that show behind-the-scenes content of their production
- Gen Z consumers are 50% more likely to research a brand’s labor practices than Millennials
- 74% of Gen Z want brands to take a stand on issues that differ from their corporate interests
- Community building is cited by 55% of Gen Z as a reason they stay loyal to a fashion brand
- 29% of Gen Z actively seek out localized or small independent brands over corporations
- Corporate social responsibility mentions in earnings calls for Gen Z focused brands rose 30%
- 61% of Gen Z are willing to pay more for ethically produced goods
Interpretation
Gen Z is voting with their wallets and their follow buttons, insisting on authentic, diverse, size- and gender-inclusive fashion with transparent, ethical supply chains and bold social stances, and they’ll pay more and stay loyal to brands that deliver while publicly boycotting those that don’t.
Shopping Habits & Preferences
- 48% of Gen Z fashion purchases are made on mobile devices
- Gen Z accounts for 40% of global consumers and buys fashion more frequently than any other generation
- Buy Now Pay Later (BNPL) services are used by 44% of Gen Z shoppers for fashion
- Gen Z teens report spending $2300 annually on shopping with fashion being a top category
- 80% of Gen Z consumers prefer an omnichannel shopping experience (mixing online and offline)
- 30% of Gen Z shoppers say they shop to relieve stress (retail therapy)
- Gen Z is twice as likely to order multiple sizes and return those that don't fit compared to Gen X
- 89% of Gen Z shoppers check prices on Amazon before buying elsewhere
- Discounts and coupons influence 76% of Gen Z fashion purchasing decisions
- 22% of Gen Z consumers have used a subscription box service for clothing
- In-store shopping is still preferred by 94% of Gen Z for the ability to touch and feel products
- Gen Z spends an average of 4 hours daily engaging with shopping/content apps
- 41% of Gen Z make impulse purchases of clothing every month
- Free shipping is the most important checkout factor for 80% of Gen Z shoppers
- 63% of Gen Z use their smartphones while inside physical stores to compare prices
- Gen Z is the generation most likely to abandon a cart due to a difficult checkout process
- 35% of Gen Z prefer to pay using digital wallets like Apple Pay or Venmo
- Peer reviews are trusted by 82% of Gen Z shoppers over brand messaging
- 25% of Gen Z shoppers have utilized virtual try-on technology
- Gen Z clothing spending contributes to approximately 5% of their total wallet share
Interpretation
Gen Z, which represents about 40% of global consumers and spends heavily on fashion, treats shopping like swiping for style and savings, buying frequently on phones, using Buy Now Pay Later and digital wallets, hunting discounts and free shipping, checking Amazon prices even inside stores, trusting peer reviews, ordering multiple sizes and returning the rest, making impulse purchases for stress relief, and abandoning carts when checkout is clunky, so brands that combine tactile in-store moments with virtual try-ons, seamless checkout and engaging content have the best chance of winning their attention and wallet.
Social Media & Influence
- TikTok is the number one source of fashion inspiration for Gen Z consumers
- 55% of Gen Z say they have bought a fashion item after seeing it on TikTok
- Instagram ranks as the second most preferred social platform for fashion discovery for Gen Z
- 70% of Gen Z say they discover new fashion brands via social media influencers
- The hashtag #OOTD (Outfit of the Day) has over 400 million posts largely driven by Gen Z
- 42% of Gen Z users engage with fashion content on social media daily
- 65% of Gen Z consumers follow luxury brands on social media
- User-generated content (UGC) influences the purchasing decisions of 79% of Gen Z
- Livestream shopping events are attended by 25% of Gen Z fashion shoppers
- 44% of Gen Z have purchased an item directly through a social media app (social commerce)
- Influencers with smaller followings (micro-influencers) consistently drive higher engagement rates for fashion brands among Gen Z
- Get Ready With Me' (GRWM) videos are a primary driver of daily outfit trends for Gen Z
- 37% of Gen Z trust influencers more than brands themselves
- Visual search tools on Pinterest are used by 30% of Gen Z to find clothing items
- 60% of Gen Z use social media to research a fashion product before buying it in-store
- Digital fashion and skins in gaming are purchased by 20% of Gen Z consumers
- 50% of Gen Z have posted a review of a fashion product on social media
- YouTube hauls remain a key discovery channel for 40% of Gen Z shoppers
- 28% of Gen Z have unfollowed a brand on social media for posting inauthentic content
- 72% of Gen Z say they are more likely to buy from a brand if they follow them on social media
Interpretation
Gen Z treats social media as runway, dressing room and checkout all in one, so brands that prioritize TikTok for discovery, cultivate authentic influencer and user-generated content, and enable seamless social shopping will win a generation that discovers, researches and buys fashion through their feeds daily.
Sustainability & Resale
- 62% of Gen Z say they look for an item secondhand before purchasing it new
- The US secondhand market is projected to reach $82 billion by 2026 driven largely by Gen Z shoppers
- 58% of Gen Z say they care about the carbon footprint of their clothing
- 90% of Gen Z consumers have made changes to their daily lives to be more sustainable in their fashion choices
- Gen Z is 33% more likely than Boomers to have bought secondhand clothing in the last 12 months
- 47% of Gen Z refuse to buy from non-sustainable brands
- 64% of Gen Z consumers look for sustainable packaging when buying clothes
- One in three Gen Z consumers say they feel addicted to fast fashion despite wanting to be sustainable
- 40% of Gen Z browse online resale platforms like Depop just for entertainment
- 75% of Gen Z shoppers say they are willing to pay more for sustainable products
- Gen Z closet turnover is high with 40% reselling clothes to buy new ones
- Searches for 'upcycled fashion' increased by 45% among Gen Z users on Pinterest
- 80% of Gen Z believe that brands are responsible for causing climate change
- 30% of Gen Z shoppers have repaired clothing themselves to extend its life
- Thrift flipping (buying used to modify) content views grew over 100% on TikTok among Gen Z
- Gen Z is the generation most likely to rent clothing for special occasions at 18%
- 46% of Gen Z sold clothing online in 2022
- 83% of Gen Z consider the materials used in clothing before purchasing
- Searches for 'vegan leather' are highest among the Gen Z demographic
- 51% of Gen Z have purchased a product specifically because it was labeled as eco-friendly
Interpretation
Equal parts eco-activist and fashion addict, Gen Z is driving an $82 billion secondhand boom by hunting thrift before buying new, reselling, renting and repairing clothes, demanding sustainable materials, packaging and brand accountability and even paying more for eco labels, yet paradoxically many still binge-scroll resale platforms for fun and one in three admits to a fast-fashion habit.
Trends & Aesthetics
- Nike remains the number one favorite brand among Gen Z teens for both apparel and footwear
- Athletic apparel (Athleisure) makes up 44% of teen clothing preferences
- Y2K fashion trends saw a 400% increase in search volume among Gen Z in 2022
- Shein was ranked as the second favorite e-commerce website for Gen Z despite sustainability concerns
- Baggy clothes and oversized fits are preferred by 60% of Gen Z over skinny fits
- Crocs have seen a resurgence with Gen Z ranking as a top 10 footwear brand
- 35% of Gen Z shoppers categorize their style as 'vintage' or 'retro'
- Interest in 'Gorpcore' (outdoor hiking style) rose 106% among Gen Z consumers
- 40% of Gen Z respondents own a pair of Converse Chuck Taylors
- The 'Old Money' and 'Quiet Luxury' aesthetic garnered over 2 billion views on TikTok from Gen Z
- Streetwear accounts for approximately 30% of Gen Z luxury spending
- Corset tops saw a 105% increase in sales attributed to Gen Z trends like 'Regencycore'
- 25% of Gen Z fashion purchases are driven by 'micro-trends' that last less than 3 months
- UGG was ranked as a top 5 footwear brand for female Gen Z teens in 2023
- Coach is the top handbag brand preference for Gen Z teens starting in 2023
- 50% of Gen Z men engage in the 'sneakerhead' culture of collecting limited edition shoes
- Cargo pants were the top trending bottom wear item for Gen Z in 2023
- Searches for 'Cyber Y2K' fashion increased 1000% on Depop among Gen Z
- Leggings remain a staple wardrobe item for 55% of Gen Z females
- 33% of Gen Z shoppers have purchased gender-fluid specific collections from mainstream brands
Interpretation
Gen Z's wardrobe reads like a mood board of contradictions: equal parts athleisure and nostalgia, high-low luxury and fast micro-trends, with Nike still the favorite for apparel and footwear as athleisure makes up 44% of teen clothing preferences, 60% preferring baggy fits while 55% of females keep leggings as a staple and cargo pants topping the list of bottoms, Y2K and Cyber Y2K searches exploding 400% and 1000% alongside a 105% surge in corset sales driven by Regencycore and 35% labeling their style vintage or retro, Crocs and Converse enjoying comebacks with 40% owning Chucks and Crocs ranking among the top ten footwear brands, UGG and Coach anchoring shoes and handbags, Shein remaining the second favorite e-commerce site despite sustainability concerns, gorpcore interest rising 106%, streetwear accounting for about 30% of Gen Z luxury spend, half of Gen Z men collecting limited sneakers, 25% of purchases driven by micro-trends under three months, and 33% having bought gender-fluid collections.
References
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