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Social Media Dominates Apparel Product Discovery, Especially Among Younger Generations
Asked where they recall seeing or hearing about a new apparel product that they later went on to purchase in the last year, the most commonly selected channel was social media at 39%. This was followed by in-store displays/signs in second, with search engines coming in a close third.
Where do you recall seeing or hearing about a new apparel product that you later went on to purchase in the past year? Select all that apply. (Top 10 overall responses.)
Among Gen Z, 58% recalled seeing a new apparel product on social media that they later went on to purchase in the past year. Baby boomers were more likely than Gen Z to recall seeing a new apparel product they later went on to purchase on three channels: catalogs, mail flyers/letters, and print newspapers/magazines.
Looking at which platforms are the most influential for apparel product discovery, Facebook took the top spot, followed by Instagram and TikTok. Among respondents that said they do discover new apparel products on social media, 28% said they do so most often on Facebook. That rate falls to just 6% among Gen Z, however, who were much more likely to pick TikTok.
On which social media platform do you most often discover new apparel products? (Among respondents who discover new apparel products on social media)
Over 40% of respondents say they’ve purchased apparel products based on the recommendation of an influencer in the past year, as influencers have become a trusted source of product suggestions for many shoppers. That rate jumps to 70% for Gen Z, but is just 17% among baby boomers. In fact, 36% of Gen Z said that about half or more of their apparel purchases were based on the recommendation of an influencer.
Over the past year, how often have you bought apparel products based on the recommendation of an influencer?
Fully 37% of respondents said they follow apparel brands on social media, with 61% of that group saying they do so to hear about promotions/discounts, the most common reason given. For Gen Z, though, 63% said they follow apparel brands on social media, with the highest share saying they do so to hear when new products come out.