Fashion consumption habits through influencers on Generation Z

Abstract

A global crisis saw emerge the first generation of youngsters who were born, educated, and socialized from the beginning using the internet and social networks. The irruption of “Generation Z” into society (young people born between 1994 and 2010), has made it necessary to rethink how to capture their attention, as they are used to living in a world of immediacy, defend inclusion and diversity, and are the key stakeholders of the collaborative economy. The present work analyzes the consumption habits of this generation, having as the main objective to identify how influencers have contributed to these. The quantitative research that has been carried out has been a survey across 500 young Spaniards (ages of 10 and 25) during the last quarter of 2020. The results obtained highlight the importance of influencers on the consumption habits of Generation Z. Thanks to this, brands try to establish business relationships with influencers, to better connect with their market and their audience. The objective of the brands is to use influencers to transmit security, transparency, and trust about the different products or services they offer.