The apparel industry is a dynamic and ever-evolving sector, significantly influenced by consumer preferences, social trends, and digital advancements. This study analyses consumer buying behaviour in the apparel industry, focusing on key factors such as social influences, brand perception, pricing, and the impact of digital platforms. A mixed-methods approach was used, with primary data collected through surveys of 120 respondents and secondary data from industry reports and academic literature. Statistical tools, including chi-square tests and ANOVA, were applied to examine purchasing motivations and behavioural patterns.

Findings indicate that social media has surpassed traditional sources like fashion magazines in influencing fashion choices. Peer recommendations, celebrity endorsements, and digital marketing significantly shape consumer preferences. While price and brand reputation remain crucial, comfort and personal style are the primary drivers of purchase decisions. Additionally, sustainability is gaining importance but has yet to surpass conventional factors like affordability and trendiness.