At WWD’s annual Apparel & Retail CEO Summit, Crystal Alexander, head of apparel and footwear at Snapchat, gave a keynote presentation on how its more than 48 million Gen Z users are similar to generations of shoppers before them. Key findings indicated that today’s shoppers are still going in-store to experience first-hand the clothes they’re wearing.

In today’s digital-first society, Gen Z consumers have turned to the social media platform as a way to engage with their friends and family and to get feedback instantaneously. Alexander said Snapchat has become a digital dressing room for users with the platform an easy way for shoppers to shop with friends and share their content.