Abstract: The Botswana apparel market is facing tremendous challenges and upheavals due to vis a vis competition from South Africa, Zimbabwe and the recent collapse of major textiles companies in Botswana. Apparel consumers in Botswana choose from an array of brands and varieties both from South Africa, USA and Western Europe. In addition to these brands, several local brands have been developed that provide the local market with a variety of choices, both in terms of retail shopping and cloth selections. The aim of this research was to determine the factors that affect consumer-buying motivations of clothing especially in Botswana. What factors do the buyers consider most when buying the clothes? How often do they buy their clothes? Where do they buy them and why? A total of 200 questionnaires were received from respondents out of which 185 were finally used for analysis. Out of the total questionnaires used for analysis, 87 were from male and the remaining 98 were female of different age groups, with the age group 20 to 29 forming the highest number of the respondents. The researchers found out that although fashion is important in Botswana, it does not play the major role on the buying of clothing. Parents play a vital role in the clothes buying behavior especially among females shoppers. It was further established that the main buying influence is from the family rather than from the advertisements and fashion designers. African women prefer African designs or clothing designed with the African women configuration in mind, which indicates that there is available market for the local designs and brands.