Investigating the Influencing Factors on the Fashion Choices among the Girls Aged 15-20 in Shahrekord-Iran

Abstract Introduction: Discovering the various reasons for the young girls' tendency towards fashion choices, and giving direction to the way of choosing suitable clothing for society, is one of the concerns of the country today. This issue becomes more important in smaller cities due to the greater authority of tradition, religion and local culture factors, compared to big cities. The purpose of this research is to determine the factors affecting fashion trends among girls. Methods: This applied research is descriptive-survey in terms of method. The statistical population of the research was girls aged 15 to 20 years old in Shahrekord city, from whom 384 people were selected as a sample using Cochran's sample size formula for an unlimited population. The research tool was a researcher-made questionnaire; the content and form validity of which was confirmed by experts. Structural equation model and partial least squares approach were used to investigate the research hypotheses. Findings: Appearance characteristics and clothing form, with a coefficient of 0.3, has been the most influential factor. This means that because of all the changes in the society, in the end, it is the form, color, style, sewing and cutting that is considered the most important factor in determining the surface coverage. The cultural conditions governing the society with a path coefficient of 0.275 is the second influencing factor on the choice of fashion by girls. The third influential factor, with a path coefficient of 0.217, was the individual's personality traits. religious beliefs with a path coefficient of 0.186, the fourth influential factor; And the social class with 0.139 path coefficient was the last factor in the choice of help by young urban girls. Conclusion: The results showed that all the investigated factors in order to their effectiveness had an effect on girls' tendency towards fashion.