Abstract:
Fashion is billion dollar industry and apparel is a part of it. Ever since the economy become more
global, consumers have to a large extent been affected by this fast evolving industry. In the fast
evolving fashion industry even the best plans and activities can be sabotaged by economic
changes and the actions of competitors.
The purpose of this study is to investigate the different factors that influence consumer while
making a purchase of apparel. This study also examines the strength of different fashion
marketing strategies and analyzes of the consumer behavior to fashion apparel retailing. The
study examines the determinants of consumer behavior and their affect on purchase intention
towards fashion apparel.
A questionnaire survey was employed as a tool to collect primary data and the research
instrument was administered to 75 young students, working professionals, travelers and retired
male and female located in Karachi, Pakistan.
The outcome of the analysis shows that consumers are brand, price and quality conscious. They
seek warranty of durability and comfort while making a purchase of apparel. Enhanced
appearance of apparel influences diem to shop again. The global apparel manufacturing industry
is expected to grow more than ever in times to come. The apparel manufacturers are now
adopting new techniques to increase their trade. The consumer is more aware and more
demanding with the development of media like television and internet.
