The top consideration for converting and retaining Gen-Z online fashion shoppers is fit assurance, a new study claims.
According to AI platform True Fit, Gen-Z looks to be the group most prone to size sampling, with 48 per cent confessing to buying the identical item in more than one size with the intention of returning what doesn’t fit.
Fit assurance was found to be the defining factor that would make 67 per cent of online Gen-Z shoppers more willing to purchase fashion items, according to a study of more than 1,000 UK consumers.
Importantly, 60 per cent of Gen-Z stated they would be reluctant to shop with a merchant again if they returned an item, and 50 per cent said they would give up on an apparel purchase if they weren’t sure of the sizing.
Additionally, Gen-Z is the age group most likely to generally return fashion items in the UK. While the typical UK online fashion shopper returns about 23 per cent of their purchases, Gen-Z shoppers returned the highest percentage, at 33 per cent.
Jeans were the hardest item for Gen-Z to buy because of size and fit concerns, according to 72 per cent of those surveyed, who also said they had problems buying dresses (39 per cent) and shoes (32 per cent).
Top of the list of preferred fitting brands for UK Gen-Z consumers was H&M. The next four brands in the top five were ASOS, New Look, Nike, and Zara.
According to True Fit co-founder and COO Jessica Arredondo Murphy, brands need to build in confidence and fit assurance into the buying journeys of younger consumers.
