There is evidence that in certain period of an individual s life they develop preferences that remain unchanged throughout a lifetime. Therefore, these preferences may influence their tastes in the future. This phenomenon is called the cohort effect. This study investigates if there is a critical period in an individual s life, substantiating the cohort theory, where fashion preferences are developed. Other implications of this theory is explored in this study by trying to identify if there is a specific period, where these preferences occur. The results seem to be consistent with the existing cohort theory, which is extremely relevant for marketing professionals in the fashion business, and highlights the need for future studies for further investigation.