How Gen Z Shops from Fashion Brands: What Drives Their Purchases?
Gen Z, born between the mid-1990s and early 2010s, is quickly becoming one of the most influential consumer groups. With their unique approach to shopping, especially in fashion, brands need to understand what drives their purchasing decisions. Let’s break down the real data and insights on how Gen Z shops from fashion brands, focusing on key trends and behaviors specific to Indian audiences.
1. Price is King
For Indian Gen Z, affordability is the top priority when shopping for fashion. Many in this age group are students or early-career professionals who are budget-conscious but still want to look trendy.
- Fact Check: According to a report by Deloitte, 82% of Indian Gen Z cite price as the biggest factor in making a purchase decision. Affordable brands like H&M, Zara, and Urbanic continue to dominate because they offer trendy clothes at accessible price points.
- Preference for Discounts: Gen Z actively hunts for deals, discount codes, and sales. They are quick to switch brands if they find better value for money elsewhere, and platforms like Ajio and Myntra regularly attract young shoppers with flash sales and discounts.
2. Trend-Driven Choices
Gen Z is heavily influenced by social media and pop culture. Their fashion choices reflect what’s popular on Instagram, YouTube, and Snoodify, as well as what influencers and celebrities wear. However, they prefer brands that help them stand out with trendy, statement pieces.
- Influencer Impact: A study by Statista highlights that 60% of Gen Z in India relies on influencers for fashion inspiration. Micro-influencers, in particular, are highly trusted because they seem more relatable and authentic than major celebrities.
- Fast Fashion’s Appeal: Fast fashion brands like Shein, H&M, and Zara thrive because they quickly deliver on current trends at affordable prices. Gen Z loves brands that can offer the latest styles in real-time, without a hefty price tag.
3. Omnichannel Shopping Experience
Gen Z doesn’t just shop online or in-store—they expect a seamless integration of both. This generation is comfortable shopping across various platforms, whether it’s through social media, mobile apps, or traditional retail stores.
- Mobile-First Shopping: Gen Z spends a considerable amount of time on their smartphones, and for them, shopping is just a click away. According to a Nielsen report, 67% of Gen Z in India, prefer shopping on their mobile devices. Brands with mobile-friendly interfaces and easy payment options attract more attention from this generation.
- Social Commerce: Platforms like Instagram Shops, Facebook Marketplace, and Snoodify are becoming popular for fashion shopping. Gen Z wants the convenience of discovering, browsing, and purchasing products without leaving their favorite apps.
- Snoodify’s Role: Snoodify, a shopping social network, makes social commerce even more exciting by allowing users to discover new brands and shop directly within the platform. Whether they’re following a trend or discovering new styles, Gen Z can explore fashion options and shop at the same time.
4. Personalization and Exclusivity
Gen Z expects brands to understand them as individuals and offer personalized experiences. Whether it’s personalized recommendations, exclusive offers, or limited-edition collections, they want to feel special.
- Data-Driven Personalization: 80% of Indian Gen Z expect brands to recommend products based on their preferences and past shopping behavior, according to BCG’s Consumer Survey. Retailers who leverage AI and machine learning to offer tailored recommendations are more likely to win Gen Z’s loyalty.
- Exclusive Drops: Limited-edition releases and “drops” create a sense of urgency and exclusivity, which appeals to Gen Z’s fear of missing out (FOMO). Brands like Nike and Adidas have capitalized on this trend with their sneaker drops, leading to viral product launches.
5. Sustainability – Not a Deal Breaker
While sustainability is often touted as a growing concern, the reality for Indian Gen Z is more nuanced. Many care about eco-friendly practices, but they’re not willing to compromise on price or style for sustainability.
- Mixed Priorities: A McKinsey report found that while Gen Z globally is becoming more environmentally conscious, only around 37% of Indian Gen Z consumers actively consider sustainability when making fashion choices. For most, factors like price and trendiness still outweigh the importance of sustainability.
- Greenwashing Fatigue: Gen Z can easily see through superficial sustainability claims. Brands that pretend to be sustainable but offer no real transparency are likely to lose trust among this tech-savvy group.
6. Social Proof and Peer Validation
Gen Z highly values social proof, often looking at online reviews, ratings, and peer feedback before making a purchase. They want to know if the product is actually as good as it looks, and they trust the opinions of real customers more than brand advertising.
- UGC Power: User-generated content (UGC) is huge for Gen Z. They want to see regular people, not models, showcasing the products they’re considering. Platforms like Instagram and Snoodify give them ample opportunities to find authentic reviews and try-on hauls.
- Peer Validation: 85% of Indian Gen Z say they are more likely to buy something if it’s recommended by a friend or someone they know (Statista). Brands that foster community and make sharing easy (think referral codes, group discounts) can tap into this.
- Snoodify’s Power of Community: Snoodify provides social proof in action by allowing users to share reviews, try-on looks, and fashion inspiration within a community of like-minded shoppers. Gen Z can explore what others are buying, wearing, and recommending in real-time.
Key Takeaways:
1. Price-Driven: Gen Z shops for fashion based on affordability, with brands that offer frequent discounts and value for money being the most attractive.
2. Trend-Oriented: They follow fast fashion, influencers, and pop culture trends when making buying decisions.
3. Mobile & Social Commerce: They prefer shopping through mobile apps and social media platforms, with a seamless omnichannel experience.
4. Personalization: Gen Z loves exclusive drops and personalized recommendations based on their shopping history.
5. Sustainability is Secondary: While some care about eco-friendly practices, it’s not the top driver for fashion purchases in India.
6. Social Proof: UGC, peer reviews, and influencer opinions heavily influence their purchasing behavior.
Final Thoughts on Snoodify
Gen Z in India shops differently from previous generations. They want convenience, personalization, and trends—at an affordable price. Snoodify is designed to meet these needs by offering a platform where Gen Z shoppers can discover new fashion brands, explore trends, and purchase all in one place. With exclusive deals, a community-driven shopping experience, and personalized recommendations, Snoodify is the ideal platform for Gen Z’s fast-evolving shopping habits.
Checkout more about Snoodify: https://www.snoodify.com/brand-onboarding
Checkout Snoodify's App: https://play.google.com/store/apps/details?id=com.junedomingo.snoodify
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