The research investigates the relationship between gender, materialistic values, and impulsive behavior with fashion clothing involvement. Furthermore this study investigates different decision-making styles and the influence of the marketing mix to the purchasing process. A survey was conducted with a sample of 295 consumers. Factor analysis using principle components with varimax rotation was used. Also, the Kruscall-Wallis test was conducted in order to reveal interactions and relationship between different variables. According to research findings young adults have developed materialistic values and therefore material goods are used as symbols by them. The reinforcement of a person’s self-image is probably a motivation that plays significant role in individuals purchasing decisions. Thus consumers are engaged in non-planned purchases, which are considered as impulsive. Moreover, men are those who are more involved with fashion clothing in order to bolster their self-image. However women are those who appear to be more impulsive in their purchasing decisions.