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The Future of Shopping with Vogue Business
Gen Z's purchase journey and the future of TikTok Shop
May 18, 2024
Guests Kirsty McGregor and Michelle Miller discuss Gen Z's shopping habits and the future of TikTok Shop on the podcast. Topics include Gen Z's shopping journey, TikTok's influence on product research, brand engagement through user-generated content, marketing strategies on TikTok Shop, and the success of inspirational marketing on young audiences.
25:06
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Quick takeaways
- Gen Z's purchase journey is now a continuous cycle involving inspiration, research, purchase, and sharing.
- TikTok's platform offers authentic content that builds trust, influencing Gen Z's purchasing decisions.
Deep dives
TikTok's Influence on Gen Z's Purchase Journey
TikTok has revolutionized the purchase journey for Gen Z consumers, disrupting the traditional linear approach. With TikTok's influence, the journey now includes stages of inspiration, research, purchase, and sharing within a continuous cycle. The platform serves as a search engine for fashion and beauty, with 66% of Gen Z conducting research before making a purchase. Brands need to tap into each part of this evolving journey to engage with consumers effectively.
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