Online behaviour of Iranian Fashion customer

Purpose: Customer behavior in all regions is influenced by various factors such as economic conditions, culture, trends, and age diversity of the population. These factors result in unique customer behaviors in each region. Additionally, Iranian fashion customer behavior on social media is different due to certain limitations imposed by Iran's social and political culture. Design and methodology: In this study, the behaviour of Iranian fashion customers was investigated and their behaviour in 2025 forecasted. First, interviews with 10 fashion experts were conducted. Then, a questionnaire was prepared and sent to more than 500 people of different ages and locations. Out of these, 335 people responded. In the final stage, their responses were analysed to predict the next year's customer behaviour. Finding: In conclusion, it was understood that economic crises have led fashion buyers to make more mindful purchasing decisions, with a greater inclination towards fast fashion over luxury brands. Additionally, the analysis of online purchases shows that more than 85 percent of fashion customers prefer to buy from Instagram pages due to their ability to import fashion goods from Western brands.