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I can't relate to some of what's being said, either. I went to a school where the rush was competitive (11 sororities, around 700 rushees) but definitely not cut-throat like UGA or LSU or Ole Miss. I worried about my clothes to some extent, but I definitely didn't rush out and buy a $200 Pref dress.
Like those above me said, clothes are important in NPC rush, but their two biggest purposes are to make a good impression (that you're put together and look nice -- not that your clothes are this brand or that brand or cost so much money) and to help the sisters tell you apart from the other rushees. When you've got 600 girls coming through recruitment and you're meeting them all in one day, you can bet that the clothes help. Your sister might say to you "I just LOVED Suzy Smith," and you might be like, "I don't remember her at all!" but if she adds "Remember, she wore the sundress with the little pink and blue flowers" this might jog your memory.
Again, having the sisters wear matching clothes helps the rushees remember. When you're touring ten houses and all you can remember are unfamiliar Greek letters, it can definitely help if you remember that all the Pi Beta Phis were wearing red shirts and khaki skirts but the Gamma Phi Betas were wearing black dresses.
I think the rushees worry about their clothes so much because NPC rush is such a frightening and unfamiliar process. You have no idea what criteria they're using to decide if they want you as a sister, you have no idea what rush will consist of, you have no idea why they're pounding on the doors of the house from the inside and singing while you and your fellow rushees stand on the outside, you have no clue what you're going to talk about, you're so scared of getting cut by your favorite house . . . clothes are one of the things that you can control.
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