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This study aimed to identify the factors influencing fashion consumption in Panama, serving as a preliminary market analysis. The research was exploratory, descriptive, and analytical in nature, targeting the economically active population. A minimum sample size of 69 participants was estimated, based on a 90% confidence level and a 10% margin of error. An anonymous survey comprising 15 questions was administered, covering sociodemographic variables, consumption habits, purchasing frequency, factors influencing purchasing decisions, and perceptions regarding sustainability and energy efficiency within the industry. Using non-probability convenience sampling, 89 valid responses were obtained, exceeding the estimated sample size. Most participants were women (67%), and the predominant age group was 36 to 50 years old. The results revealed that the primary factors influencing fashion consumption are the price-quality ratio, garment construction quality, comfort, aesthetics, and brand prestige. Clothing and footwear were the most frequently purchased items, while social media was identified as the main channel for discovering new trends, although physical stores remain relevant. A favorable perception was observed regarding sustainable fashion practices and the integration of renewable energy into the sector's production processes. In conclusion, fashion consumption in Panama is driven by a combination of functional, economic, and symbolic factors, with price, quality, and brand prestige standing out as the primary determinants of purchasing decisions.
