The study aims to develop the knowledge on consumer attachment to the fashion based on personal and social factors. Therefore, the study aims to document how these factors affect the preferences and the consumer purchasing attributes for the fashion.The fashion literature has immense studies on factors that affect consumer purchasing behaviours. Most of the factors studies are so diverse that the market and business strategists may find it difficult to identify specific attributes that resonates with the business. Understanding of the role of personal and social attributes in influencing the consumption of fashion is a phenomenon that could help the fashion applets.The study of consumer purchasing behaviour is an extensive area of research. In fact, personal and social attributes constitute a large volume of literature. From this realisation, this study will narrow down to the personal identity and the role of the family in influencing fashion consumption behaviours. Besides, the study will assess how selected social factors determine the emotional attachment to the fashion brand and whether the attachment influence purchasing behaviours.The findings from this study may not provide an in-depth analysis of all the social and personal factors that influence consumer behaviour toward fashion. Besides, the studied factors are based on secondary data rather than primary data. Studies that employ the collection of both the primary and secondary data provide an in-depth outlook of the items under the study; therefore, this study is. Fashion consumer behaviour.
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