This research attempts to explore how the different factors related to brand label affect the buying pattern of consumers. Although there are many factors of brand label but our focus of attention is to study the influential elements that change the consumer perception while buying apparel. Brand tag, label and design are the key attributes that change the demand of particular good, our focus is to analyze the change in patterns and consumer needs in apparel market regarding these attributes, and also analyze the external forces that tend to create a new trend of foreign brands with unique labels and capture the market with higher prices. This study mainly focuses the young consumers of Islamabad who are fashionable and brand conscious at the same time. It identifies the effect of western influence on the Pakistani youth with regard to branded apparel where brand label is of utmost importance. Marketing approach has been used to broaden the context of marketers in Pakistan.

BBA(HONS)