Gen Z most prone to “size sampling” when making purchases, new research reveals

New research by AI platform True Fit has revealed 48% of Gen Z shoppers buy the same item in more than one size, returning what doesn’t fit.

That makes Gen Z the more likely demographic to "size bracket", versus 39% of UK shoppers across all demographics.

Gen Z are also the UK’s most likely age group to return fashion purchases. While the average UK shopper returns 23% of the fashion items they buy online, Gen Z shoppers return 33%.

Over 1,000 UK consumers were surveyed by True Fit, and it was revealed that "fit assurance" was the defining factor that would make 67% of online Gen Z shoppers  more likely to buy fashion items, with 50% saying they would abandon an apparel purchase if they weren’t certain of sizing.

Gen Z’s spending power is already estimated to be in excess of £113 billion globally, with fashion dominating their spending - accounting for 75% of their share of wallet on discretionary purchases.

However, 60% of Gen Z say that if they return an item they are unlikely to shop with that retailer again, meaning brands need to build more confidence and "fit assurance".

Jessica Arredondo Murphy, Co-Founder and COO at True Fit, said: "Gen Z is a strategically important demographic for fashion brands and retailers as their spending power is significant and continues to grow.

"Gen Z also has power and influence over other generations because they use technology and social media, which unlike other cohorts they have grown-up with, to share their values, ideas and trends broadly. In short, it’s a consumer segment retailers can’t afford to miss out on."

Jeans were the garment that Gen Z found most difficult to shop for, with 72% of those polled by True Fit reporting that they have trouble shopping for denim due to size and fit uncertainty, followed by dresses (39%) and footwear (32%).

Data from True Fit’s Fashion Genome, a globally connected AI fit platform connecting $300 billion cross-market transactions, and fit and style attributes from thousands of brands, as well as preferences from 82 million active shoppers, showed that H&M topped UK Gen Z shoppers’ favourite fitting brands.

H&M was followed by ASOS, New Look, Nike and Zara in the top five for UK Gen Z shoppers when it came to fit.

Arredondo Murphy added: "By understanding how shoppers behave, browse and buy, both within and outside of your brand, retailers can unlock the insights needed to empower greater discovery – across product ranges and categories – among shopper cohorts.

"Building trust into the buying journey through delivering personalised fit guidance powered by consumer preferences and AI will help retailers connect shoppers with products they will both love and keep, turning first-time buyers into loyal customers."