The explosion of store and designer brands, personalization, and advertising in today's global marketplace has broadened the consumer base for fashion apparel. Positive attitudes toward western brands are on the rise. The fashion business has seen significant structural changes in the last ten years. This study looks at the gender viewpoint and sheds light on yobased onbrand awareness, preferences, and shopping behaviors in the garment market. It focuses on how male and female shoppers differ in their shopping orientations with regard to the many dimensions of buying behavior, which are broken down into five categories: store attributes, product attributes, consumer characteristics, reference groups, and promotional variables. The obtained outcome may be a valuable component for the marketer.