Stat: The majority of Gen Alpha consumers buy clothes to create content

US – Clothing retailer PacSun’s study of more than 6,000 Gen Z and Gen Alpha consumers in the US reveals how fashion purchases are increasingly made for content creation. The first Youth Report by PacSun shows how mental health, music, fashion and social media shape the lives of 11–24-year-olds. Interestingly, one in five respondents aspire to be content creators and 75% of Gen Alpha are purchasing clothing specifically for content creation. 

Conducted with data and analytics firm GlobalData, the survey found that 42% of respondents place mental health above physical health or academic success. Music emerged as a defining element of identity, while fashion remains a strong focus, with about one in five (21%) regularly debating trends with friends. TikTok is the platform they value most, relied on by 59% for fashion updates and by 66% for news and pop culture.

PacSun will publish the report annually and unveil future editions at its new Purpose Summit, where it plans to launch a Youth Advisory Council of cultural influencers. 

In our Kidswear Market report, we analysed how, following in the global fashion market’s footsteps, the children’s section is becoming more agile and eco-conscious.