Fit assurance is the top consideration for Gen Z shoppers when making online fashion purchases, according to the latest data from True Fit, the leading AI platform that decodes size and fit for consumers and apparel and footwear retailers.
Original research of over 1,000 UK consumers by True Fit revealed that fit assurance was the defining factor that would make 67% of online Gen Z shoppers more likely to buy fashion items, with 50% saying they would abandon an apparel purchase if they weren’t certain of sizing.
Gen Z’s spending power is already estimated to be in excess of £113bn globally, with fashion dominating their spending accounting for 75% of their share of wallet on discretionary purchases. However, Gen Z now represents the most likely demographic to size bracket, according to True Fit’s data, with 48% (vs 39% of UK shoppers across all demographics) admitting to buying the same item in more than one size intending to return what doesn’t fit. Gen Z are also the UK’s most likely age group to return fashion purchases. While the average UK shopper returns approximately a quarter (23%) of the fashion items they buy online, Gen Z shoppers returned the highest proportion of fashion purchases, sending back a third (33%) of clothing they buy online.
With 60% of Gen Z saying that if they return an item they would be unlikely to shop with a retailer again, brands need to build in confidence and fit assurance into the buying journeys of younger consumer cohorts, as Jessica Arredondo Murphy, Co-Founder & COO at True Fit, explained:
“Gen Z is a strategically important demographic for fashion brands and retailers as their spending power is significant and continues to grow. Gen Z also has power and influence over other generations because they use technology and social media, which unlike other cohorts they have grown-up with, to share their values, ideas and trends broadly. In short, it’s a consumer segment retailers can’t afford to miss out on.”
Jeans were the garment that Gen Z found most difficult to shop for, with 72% of those polled by True Fit reporting that they have trouble shopping for denim due to size and fit uncertainty, followed by dresses (39%) and footwear (32%).
Data from True Fit’s Fashion Genome™, the broadest and richest global connected AI fit platform connecting $300billion cross-market transactions, fit and style attributes from thousands of leading brands and preferences from 82 million active shoppers, showed that Swedish retailer, H&M, topped UK Gen Z shoppers’ favourite fitting brands. H&M was followed by ASOS, New Look, Nike and Zara rounding out the top 5 for UK Gen Z shoppers when it came to fit, according to True Fit’s latest Favourite Fitting Brands report (LINK).
“By understanding how shoppers behave, browse and buy, both within and outside of your brand, retailers can unlock the insights needed to empower greater discovery – across product ranges and categories – among shopper cohorts. Building trust into the buying journey through delivering personalised fit guidance powered by consumer preferences and AI will help retailers connect shoppers with products they will both love and keep, turning first-time buyers into loyal customers,” Arredondo Murphy added.
