Disrupting the fashion retail journey: social media and GenZ's fashion consumption

Siregar, Y, Kent, A ORCID: https://orcid.org/0000-0002-9741-4335, Peirson-Smith, A and Guan, C ORCID: https://orcid.org/0000-0001-6374-8321, 2023. Disrupting the fashion retail journey: social media and GenZ's fashion consumption. International Journal of Retail and Distribution Management, 51 (7), pp. 862-875. ISSN 0959-0552

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Abstract

Purpose: The aim of this paper is to assess the use of social media by Gen Z consumers and the ways they impact on and re-shape their fashion consumption journey. This generational approach uses the lens of uses and gratifications theory (UGT) to explore the customer fashion retail journey from the perspective of the Gen Z consumer.

Design/methodology/approach: The research uses an exploratory approach in response to the relative lack of research in to GenZ consumers combined with a need to understand shopping journeys. Mixed methods were used with a first phase of interviews followed by a survey of 102 Gen Z students recruited online in the UK during the COVID-19 pandemic.

Findings: The study found that GenZ users of social media for shopping sought gratification from experiences derived from social relationships, entertainment and information. The need for immediate gratification was found in new information and meeting new people to maintain social relationships, learn about products and inform the shopping journey. Further, the research supported the importance of visual images in the affective gratification of shopping needs. Resale sites on social media were favoured for their low prices, information about previously owned fashion items and the opportunity to exercise sustainable fashion choices.

Originality/value: The research advances understanding of fashion shopping journeys through social media and online resale sites. It demonstrates that younger consumers, GenZ, shop through the gratification of experiences informed by their social networks and wider contacts. The linear stages of pre to post–purchase shopping are merged and looped as they exchange information about their shopping journey, from information gathering to post–purchase comments. The role of the brand to these knowledgeable consumers conducting their own resale trade is to facilitate access to and information about their products.

Item Type:	Journal article
Publication Title:	International Journal of Retail and Distribution Management
Creators:	Siregar, Y., Kent, A., Peirson-Smith, A. and Guan, C.
Publisher:	Emerald
Date:	18 July 2023
Volume:	51
Number:	7
ISSN:	0959-0552
Identifiers:	Number Type 10.1108/ijrdm-01-2022-0002 DOI 2228728 Other
Rights:	© 2023, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
Divisions:	Schools > Nottingham School of Art & Design
Record created by:	Laura Ward
Date Added:	30 Sep 2024 09:51
Last Modified:	30 Sep 2024 09:51
URI:	https://irep.ntu.ac.uk/id/eprint/52318

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