Fit assurance is a crucial factor for Gen Z when it comes to online fashion shopping, according to a recent study by AI platform True Fit. The study revealed that a majority of online Gen Z shoppers, a staggering 67%, consider fit assurance to be the defining factor that would make them more likely to purchase fashion items. This means that retailers need to focus on providing accurate sizing information and building confidence in their products to capture the attention and loyalty of this important demographic.
The study also found that uncertainty about sizing plays a significant role in the purchasing decisions of Gen Z shoppers. Half of the respondents stated that they would abandon an apparel purchase if they weren’t certain about the sizing. This shows that Gen Z is not willing to take a risk when it comes to purchasing clothes online, and retailers must provide the necessary information to eliminate any doubt.
Moreover, the study found that 48% of Gen Z respondents admitted to buying the same item in multiple sizes with the intention of returning the ones that don’t fit. This highlights the importance of offering hassle-free return policies for Gen Z shoppers, as they are willing to go through the extra effort to find the right fit.
Interestingly, the study revealed that Gen Z shoppers in the UK are the most likely age group to return fashion purchases. While the average UK shopper returns around 23% of the fashion items they buy online, Gen Z shoppers have a significantly higher return rate of 33%. This indicates that Gen Z struggles more with finding the right fit compared to other age groups.
When it comes to specific items, the study found that Gen Z struggles the most with finding the right fit for jeans, as reported by 72% of the respondents. Dresses and footwear were also cited as challenging categories, with 39% and 32% of respondents facing size and fit uncertainty, respectively. This information can help retailers understand the areas where they need to focus on providing more accurate sizing information and fit assurance.
The study also identified the top favorite fitting brands among Gen Z shoppers in the UK. H&M emerged as the top favorite, followed by ASOS, New Look, Nike, and Zara. These brands have managed to build confidence and provide fit assurance in their buying journeys, earning the loyalty of the Gen Z demographic.
In conclusion, the study conducted by True Fit highlights the significance of fit assurance in attracting and retaining Gen Z online fashion shoppers. Brands need to prioritize providing accurate sizing information and building confidence in their products to capture the attention and loyalty of this important demographic. Gen Z is a strategically important demographic for fashion brands and retailers due to their significant spending power, which continues to grow. Retailers cannot afford to overlook this consumer segment as Gen Z also influences other generations through their use of technology and social media to share their values, ideas, and trends.
Useful links:
– True Fit Official Website
– Gen Z Shoppers: Why Retailers Cannot Ignore Them
