Top online discovery channels for clothing buyers in the U.S. 2023
When comparing Gen Z clothing shoppers to those of all ages in the U.S., there is significant reinforcement in usage trends of online shopping channels for product and brand discovery among younger consumers. While 38.5 percent of overall clothing shoppers reported discovering and making purchases through in-store browsing, the corresponding figure for Gen Z stood at 42 percent. Similarly, Gen Z shoppers exhibited heightened usage of brand sites and apps, social media, and word-of-mouth recommendations within their social circles as discovery channels compared to the broader demographic.