Influencer endorsements and sustainable production are two of the biggest factors shaping the clothing brands that Gen Z consumers shop from, according to a new study from consumer research platform Collage Group.
One in three Gen Z participants pointed to recommendations from an influencer or celebrity as a potential motivator in convincing them to purchase clothing from a brand they hadn’t previously shopped at, according to Collage Group’s survey of roughly 3,900 U.S. consumers between ages 18 and 77. Gen Z refers to those born between 1997 and 2012. And 21% of Gen Z respondents said an influencer or celebrity’s inclusion in brand-sponsored content or a brand’s ad could sway them to try a new clothing brand.
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Two other factors that Gen Z participants cited as influential factors in their clothing purchases—a brand’s product sizing being inclusive of different body shapes and sizes, and the brand’s models resembling their own appearances—also correspond to Gen Z’s emphasis on creator recommendations. Many of these younger consumers turn to creators’ social media posts for more-detailed reviews of a product or brand, and seek out creators with similar body shapes to their own to better gauge how a given clothing brand’s products might look on them.