Get Started
Deep Dive

Gen Z Apparel Shopping Highlights

Gen Z purchase power continues to grow. Apparel brands and retailers must take note of their unique shopping habits and preferences. 

Here’s a snapshot of how much Gen Z’ers are spending on apparel and what’s influencing their purchase behavior. 

Gen Z Apparel Budgets

We’re in the midst of economic uncertainty. Yet, Gen Z continues to spend on apparel. 

Total (Online + In-Store) Annual Apparel (Clothing + Footwear) Spending
$0
0%
$1-$100
5%
$101-$500
21%
$501-$1,000
25%
$1,001-$2,000
21%
$2,001+
28%

Most Impactful Marketing Channels Among Gen Z

Apparel brands and retailers employ myriad marketing tactics to reach Gen Z’ers. However, user-generated content is what’s most impactful among these young shoppers. 

Top Channels Gen Z’ers Consider When Deciding Whether to Buy an Apparel Product
Customer Ratings and Reviews
89%
Customer photos and videos
86%
Recommendations from friends/family
54%
Tiktok
43%
Instagram
34%

The Importance of Ratings and Reviews for Gen Z Apparel Shoppers

Whether they’re shopping for clothing or footwear, Gen Z shoppers depend on ratings and reviews.

of Gen Z read ratings and reviews at least sometimes when shopping for clothing online.
0 %
read this content at least sometimes when shopping for footwear online.
0 %

The Value of User-Generated Visual Content Among Gen Z Apparel Shoppers

Brand or retailer-provided imagery is still important. But when shopping for apparel, most Gen Z’ers specifically look for photos and videos from real-life consumers. 

of Gen Z shoppers seek out user-generated imagery at least sometimes when shopping for clothing online.
0 %
seek out user-generated photos and videos at least sometimes when shopping for footwear online.
0 %

Gen Z’s Reliance on Q&A

When an in-store shopper has a question, they can ask a sales associate. Gen Z online apparel shoppers often bridge the gap by reading customer Q&A.

of Gen Z’ers read Q&A at least sometimes when shopping for clothing online.
0 %
read Q&A at least sometimes when shopping for footwear online.
0 %

Gen Z’s Apparel Return Habits

Gen Z’ers are no strangers to returning apparel purchased online. In order to reduce returns, brands and retailers must zero in on the reasons behind them.

of Gen Z shoppers who have made an apparel purchase online in the last 90 days have also made a merchandise return.
0 %
Key Reasons Gen Z Returns Apparel Purchased Online
If you have made a return in the last 90 days, what were the reasons?
I didn’t like the sizing
36%
Item didn’t look like I thought it would
28%
I bought different sizes of the same item and then returned those I didn’t like
13%
Item didn’t match the description
13%
Item damaged or defective
11%

How Gen Z’s Concern for the Environment Influences Their Apparel Purchase Decisions

Increasingly, Gen Z’ers pay to the environmental impact of their apparel purchase decisions.

say it’s at least somewhat important to them that an apparel product is sustainably made with natural ingredients.
0 %
feel it’s at least somewhat important that a clothing or footwear product is vegan.
0 %
This research is taken from Apparel Shopping Trends in 2023, a survey of 25,452 US consumers fielded in June 2023.

Check out the survey hub for further insights.
Back to Hub