TikTok and Instagram are the most popular social media channels for Gen Z customers to find new brands, according to EMarkerter data.

Brand websites or apps are also popular with Gen Z buyers looking for apparel, with nearly 40% of Gen Zers saying they are its top online discovery channel.

The survey asked, “Think about the new clothing brands/products you purchased. Where did you first see or hear about them? Select all that apply.”

Clothing shoppers were those who discovered and bought a new article of clothing or product in the past 6 months.


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