Gender, age and appearance are examples of factors that affect individuals' identity. Consumption of clothing is therefore a key element that makes people a part of society and its development. A correct type of clothing consumption is needed to remain part of a community, both among friends and in society, in order not to risk deviating. What is considered right, and wrong way of consuming is regulated by different social norms and processes. Historically, consumption and appearance have been more important for women than for men. In order to successfully demonstrate their status, class and identity, women are expected to relate to certain types of norms and consume clothes in a certain way. The aim is therefore to provide further understanding of what norms and social processes that regulate Swedish women between the ages of 20–27 in their clothing consumption.

Due to the thematic width shown in the study’s empirical data, several different theoretical concepts and theories are used, mainly Goffman’s analysis method and identity along with gender as a theoretical concept. The study is based on ten semi-structured interviews with women from central and southern Sweden. The outcome shows four norms and social processes that regulate young women’s clothing consumption. These are society's norms on the female body, the impact of social debate, age influence on their clothing style and the importance of friend’s opinions. The main conclusion is that all women adhere to these four norms and social processes when they consume clothes and that partially happens unconsciously.