Published Paper Details:

Branding was initially developed to distinguish between similar products. It is now possible to purchase clothing items (products) based on the psychological requirements they represent rather than only their physical attributes and need-satisfying qualities. The expansion of the branded apparel sector in India is partly attributable to the increasing brand recognition that has existed since the 1980s and the ease that ready-to-wear clothing provides (Indian Retail Report, 2020). Young customers are crucial to the market because they have a significant impact on how spending power is distributed among an increasing number of product categories, including clothing (Margret Hogg, 1998). In light of the fact that they are the ones that open up new opportunities for fashion firms, young consumers are therefore crucial for marketers and researchers. This study attempts to comprehend from the past reviews the variables and motivations behind buying branded clothing. It also examines numerous brand-related factors that have an impact on the purchasing choices of the millennials (Gen Y). The study will provide suggestions for improving the National Textile Policy 2000's marketing and promotional strategies for the textile industry, and specifically ready-made apparel, to the government and decision-makers. The study will provide useful insights and recommendations to enable CMAI, the Clothing Manufacturers Association of India, to make better and informed decisions when developing their marketing and communication strategies to appeal to millennials, and thereby aid in growth of this industry in economy based on the review of literature been conducted.