Strategy To Increase Online Sales Of Fashion Products In Indonesia's Generation Z

This research examines strategies to increase online sales of fashion products targeted atgeneration Z in Indonesia. With the rapid growth of e-commerce and the Generation Zpopulation becoming increasingly dominant as consumers, a marketing approach is neededthat is tailored to the unique characteristics and preferences of this demographic group. Thepractical implications of this research can help fashion brands and e-platforms commerce indesigning more targeted marketing strategies to increase online sales to generation ZIndonesia. Further research is recommended to explore differences in purchasing behaviorbetween Generation Z segments as well as the long-term impact of the identified strategies.