61 Per Cent Gen Z Consumers Buy Clothing For Self-Expression: Report

Gen Z consumers are purchasing outfits to be themselves, not to impress. In the Under25 Fashion GST Report, 61 per cent of the respondents reported they primarily shop for personal satisfaction. Approximately 20 per cent confessed that they shop to impress friends, and a mere 5 per cent stated they do it to make social media posts.

Balancing Style and Budget

When asked what drives their fashion purchasing, Gen Z shoppers were almost split down the middle on whether style or price mattered most to them. Around 29 per cent of the surveyed claimed to be concerned with style, 29 per cent highlighted price, and 37 per cent reported worrying about both equally. This split suggests that most youthful consumers care about looking good but are still mindful of cost.

Over half of the respondents are comfortable spending less than Rs 2,000 on a single piece of clothing, while 34.7 per cent are okay with spending up to Rs 2,500. An extremely small percentage of approximately 12 per cent said they would spend above this. This shows that Gen Z can play around with fashion, yet they remain value and price-oriented.

Purchasing frequency was also consistent. Approximately 43 per cent say they purchase clothing once or not often at all during a typical month, and 41 per cent purchase two to three times. Those with higher budgets shop more frequently, suggesting that higher budgets are associated with higher frequency of purchase.

Streetwear Tops The List Of Fashion Aesthetics

When asked about their default style or "core," streetwear emerged the top choice at 37 per cent of the vote. Cottagecore lagged at 23 per cent, and dark academia followed at 19 per cent. Around 16 per cent said that they do not possess a personal style.

Streetwear trends suggest cross-cultural influences on Indian youth, where comfort and ease of expression matter equally as appearance does. The blending of cottagecore and dark academia style suggests that young people enjoy experimenting with multiple styles and maintaining individuality at the centre of fashion.

Personal Taste Reigns Over Influencers

While social media has had such a deep influence on youth culture, most Gen Z shoppers dress to suit their own personal taste. An overwhelming 53 per cent replied that personal taste is the single biggest influencer in what they buy. 23 per cent are influenced by social media trends, and 20 per cent are guided by influencer recommendations.

The report went on to note that style over price orientated consumers are more likely to act on influencer advice, with 35 per cent saying that influencer advice is significant. Price orientated shoppers are most likely to act on social media trends, while price and style orientated shoppers mostly depend upon their own notion of taste.

This comes as the trend suggests that although influencers currently still have some influence, majority prefer to make their own choices about what they like in contrast to doing what someone else suggests.

Tax Awareness Shapes Shopping Behaviour

The study also examined the effect of the new GST regime on Gen Z's consumption patterns. Nearly half of the respondents, or 49 per cent, said they occasionally check the GST line on their billings. Around 30 per cent said they always do, 15 per cent never do, and 5 per cent said they did not know where to find the GST line.

They are also likely to talk about taxes with friends. Almost 57 per cent of them indicated that they talk about GST when they go shopping, compared to a mere 3 per cent for people who do not know about it.

This connection between consciousness and discussion suggests that tax literacy is on the rise with young consumers. They are more and more conscious of the expenses they incur from their purchases and how tax impacts what they pay.

Impact Of GST Rate Cuts

Over 60 per cent revealed they shopped more frequently since the GST cuts. 

They show that tax savings are capable of influencing buying behaviour, especially among young consumers already aware of how tax affects costs.

The Under25 Fashion GST Report depicts a generation which is expressive, confident and economically aware. Gen Z consumers want to look good but also want to spend wisely. They care about what their shopping makes them feel rather than what other people perceive.