The fashion industry plays a significant role in shaping emotional well-being, intertwined with the broader impact of globalisation. Amid this transformative era, the fashion sector faces profound changes, notably propelled by the emergence of fast fashion. This phenomenon redefines success by offering consumers extensive clothing options at affordable prices and facilitating frequent wardrobe updates. This study, employing a sample size of 100 respondents selected through the snowball technique, examines the influence of demographic segmentation on the rationale for clothing purchases. By delving into demographic factors such as age, gender and income, it aims to unravel the complexities of consumer behaviour within the dynamic fashion landscape. Understanding the intricate interplay between demographic characteristics and consumer preferences is pivotal for effective market segmentation, empowering corporations to tailor their strategies and offerings to meet diverse customer needs. This research highlights that there is no significant impact of age or income on the reason for buying clothes.

Fashion, fast fashion, clothes, wardrobe, consumer behaviour

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