Exploring Forecasting Factors for Fashion Change in Young Adults of Pakistan

Abstract

Aim of the Study: This study aims to investigate the aspects that Pakistani young adults consider when predicting changes in fashion. The study's goal is to identify the elements which are responsible to fashion change such as fashion knowledge, media, women's empowerment, parental education, and income that contribute to changes in fashion.

Methodology: A structured questionnaire was utilised to look into the variables affecting the changes in fashion. The study used a self-administered questionnaire approach to collect its data. The focus of the study is on young women between the ages of 18 - 25. There were 230 responses for the sample. The data was collected from universities students. The pilot study was also conducted to ensure validity. In this research study, the hypothesis is tested using regression analysis.

Findings & Conclusion: The survey's findings indicated that media coverage of fashion, women's empowerment, and fashion expertise all positively affect changes in fashion. The education of the respondent's mother and their family's money are also important factors in the evolution of fashion. Both Pakistani textile manufacturers and fashion designers will benefit from this study. Additionally, this will aid small and medium-sized businesses in planning and marketing their products.