Abstract:
Branded clothing culture has recently emerged in Pakistan. However its implication are
great and especially for the marketers and brands themselves. The consumer behavior is
changing and youth is first one to adapt to the change. The study first define branding and
the concept and mechanism related to it and later discusses the interpersonal behavior
based on the branded clothes in Pakistani youth. The study is an effort to understand this
behavior and to know those gaps which are filled by branded clothing, which were not
being met previously. Study will help marketers and brand owners to understand the
consumer.
