Young shoppers are obsessed with fashion, but aren’t brand loyal. By 2035, BCG estimates Gen Z and Gen Alpha will drive 40% of fashion spending. And while they currently spend 7% more of their disposable income on clothing than older generations, they’re -20pts less likely to stick with the same brands each time. Instead, young shoppers are hunting for products that feel unique and emotionally resonant, with nearly 50% expecting personalized attention from brands. Social media is, of course, where they discover brands, and micro-influencers (under 100K followers) are nearly as powerful as A-list celebrities for driving purchases now, regardless of the brand. YPulse research also shows 60% of 13-17-year-olds and 61% of 18-24-year-olds prefer recommendations from small creators over big influencers, mainly because they feel more relatable and trustworthy. Plus, BCG states 41% use AI weekly to shop for fashion, leaning on it for trend discovery, style advice, and price comparisons—and they’ll take recs for any brand. (PR Newswire)
👀 Read more from YPulse: What Does Brand Loyalty Mean to Gen Z?
