Abstract
This study investigated factors that influence fashion and clothing choice of
undergraduates in tertiary institutions in Imo State, Nigeria. Three research
questions and one hypothesis guided the study. Survey research design was
used. The population comprised 10580 final year undergraduate students in
the institutions. A random sample of 385 final year students were involved.
Structured questionnaire was used for data collection. Descriptive statistics
and t-test were used for data analysis. Results show that desire to enhance
beauty, family orientation and to appear seductive were some of the factors
that influence the fashion and clothing choice. Clothing style preferences of
female undergraduates include, tight clothing, skimpy dresses and fixing
eye lashes, while those of male undergraduates include body hugging
dresses, and low waist trousers among others. The study recommends that
parents and religious leaders should educate the youths on appropriate
dressing patterns and clothing choice at early child hood-stages.