This descriptive research report investigates the drivers of Australian fashion clothing purchase behaviours, and builds on previous qualitative research. Findings indicate the need to segment across age and relationship status when marketing fashion clothing.
Findings include:
• Respondents identified they seek to own trends before the mass market does, and like to be confident in what they are wearing.
• Respondents who were more delicate and excitable were more likely to engage in fashion purchasing behaviours.
• Intrinsic motives were found to impact on fashion purchasing behaviours: respondents indicated they sought to project a ‘good’ image and are motivated to engage in fashion purchasing as a pastime.
• Extrinsic motives were found to impact fashion purchasing behaviours: respondents identified they were motivated to gain social approval and attention when choosing clothing. • No meaningful market segment exists for gender.
• A meaningful market segment exists for generational cohorts and relationship status
• Social desirability impacted the results of this report.
Drivers of fashion clothing differ across age and relationship status, reinforcing them as meaningful market segments. Gender is not a meaningful market segment and can be approached using mass marketing.

This research will give insight into the impact of certain variables on fashion clothing purchase behaviours, as well as any potential market segments. This is important for marketers as it will allow for the systematic and objective generation of information to aid in marketing decisions (Zikmund, Ward, Lowe, Winzar, & Babin, 2011, p. 4).
This research is important from a theoretical view as it will may add to current theoretical models, or reinforce current marketing theories. Piamphongsant (2006) stipulates research has shown conformity and individuality are important foundations in fashion clothing purchase behaviour. Hourigan and Bougoure (2012) state materialism and gender are other drivers of fashion clothing involvement. One potentially relevant theory is the theory of planned behaviour: behaviours are governed by, and can be predicted, based on personal attitudes, social pressures and a sense of control (Cooke & Sheeran, 2004). Another theory that may apply is the theory of conspicuous consumption: people spend money on expensive items to demonstrate their wealth and power (Trigg, 2001).