The impact of gender on mothers' clothing preferences for their 2-8-year-old children

The purpose of this study is to examine the clothing selection processes of mothers with children aged 2–8 in Turkey; the effect of gender on clothing purchases, mother–child interaction in this process, and their assessments of cultural and social factors and fast fashion brands. The study involved individual interviews with mothers living in Turkey who have children aged 2–8. The data obtained were evaluated using content analysis within the scope of qualitative research methods. The data were analyzed using the MAXQDA 2024 Pro program in line with an inductive approach. The research findings reveal that mothers primarily consider quality, price, health, and comfort criteria when selecting children's clothing, while children's individual preferences are decisive in the selection process; cartoon characters, bright colors, and decorative details particularly influence children's preferences. Social gender stereotypes persist in color usage; pink and pastel tones are preferred for girls, while blue and dark tones are preferred for boys, and mothers seek variety by shopping at different brands. It has been determined that fast fashion brands largely categorize children's clothing based on gender and offer unisex designs to a limited extent. Furthermore, children actively participate in clothing preference processes as they grow older; mother-child interaction supports autonomy and identity development. Overall, children's clothing choices play both a symbolic and practical role in their identity, character, and social development. Despite the continued strong presence of gender codes, it was concluded that these patterns have the potential to change through mothers' awareness and brands' inclusive design strategies.