Constantly glued to their phones, the current generation spends an average of 12 hours on social media apps per week. Research suggests they are looking for authenticity and individualism, with clothing serving as a key form of self-expression, but Gen Z’s social habits reveal they are seeking guidance from others they trust before committing to a purchase.
Thanks to TikTok’s easily searchable hashtags and the power of influencer accounts that boast anywhere from a couple thousand to millions of followers, viral sensations keep occurring for retailers.
For Zara, it was a pair of wide-leg denim pants, while Aerie sold out of a pair of leggings with a unique crossover waist. Eyeing a bigger opportunity, retailers are looking for ways to capitalize on these viral moments. And it will likely become an even bigger part of business strategies this back-to-school season.
“TikTok has the ability to make something go viral much quicker than anything we see on Instagram,” said Jessica Ramirez, retail research analyst at Jane Hali & Associates. “For retailers, that is a huge advantage.”