Exploring the Branded Clothing Culture in the apparel of Youth

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.