Social Factors Influencing Inclination to Fashion among the Youth between 15 to 29 Years of Age in Tehran

The desire to be fashionable has a social origin and is seen in our society as a social problem. This article tries to identify the social factors of attraction to fashion among the youth who are between 15 to 29 years of age in Tehran. The theoretical literature of this article assesses the different contours of phenomenon of fashion: its functions, and reasons of attraction to it, as examples. This is a survey-method research which uses the questionnaire for gathering data from a sample which includes 385 of the youth 15 to 29 of age. The survey was conducted in Tehran in the year 2007. The findings indicate thatsocial comparison and social conformity have a direct relationship with the degree of efforts the individual makes to be in fashion. The degrees of the household’s media consumption and income have an indirect and positive relationship with the individual’s attempt of being fashionable, and the variable of level of education has an indirect and negative relationship with the aforesaid variable. Moreover, it appears that girls and single youth make more efforts to be in fashion, as compared with other young groups.