This research investigates the factors that influence the selection of clothing among adolescents in Vadodara district, Gujarat, India. Adolescence is a crucial stage of identity formation, where clothing choices play a pivotal role in self-expression, social integration, and cultural conformity. The study was confined within Vadodara district, in which a total of 400 respondents were selected from urban and rural area using random sampling technique. The structured questionnaire was prepared and rectified as per the expert advice and used as a research instrument. The study established that the major sources of information for clothing includes their own ideas, family members, friends, social media and television. The sources from which the respondents were inspired the most to purchase the new clothes are family, friends, social media trends and shop display. The physical characteristics of the clothes influencing clothing selection of the adolescent includes colour, style, proper size and fitting, price, brand name and overall look of the garment. The study also revealed that as far as the behaviour of the individual about collecting information related to clothing and the impact of advertisement while selecting clothing is concerned place of residence and mother’s occupation shows significance. It also revealed that only mother’s occupation shows significance for influence of peer group on individual in selection of clothing, while only place of residence shows significance for influence of celebrity endorsements on buying behaviour of an adolescent. The data was analysed using the statistical package for social science (SPSS).

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Keywords: Adolescents, Clothing, Sources of Information, Place of Residence.