Consumer Perception About Branded Apparel- Issues and Outcomes

In the contemporary fashion landscape, this thesis explores how consumers view and react to branded clothing. It examines how aspects like quality, cost, image, and marketing impact customer behavior in addition to stressing the emotional, psychological, and social effects of fashion branding. Branded apparel is more than simply a product these days; it’s a means of self-expression, a status symbol, and frequently a reflection of a person’s character and social identity. The study focuses on urban Indian customers, particularly young people, who weigh impact, cost, and image when deciding between branded and unbranded goods.