The goal of this study is to investigate the purchasing habits of Vijayawada female consumers and identify the essential components of branded apparel that affect these consumers' interest in fashionable, branded apparel. The findings show that female consumer buying behaviour was positively impacted by status branding, brand attitude, paying more for branded clothing, self-concept, and reference groups, all of which increased consumer involvement in fashion clothing. This study adds to our knowledge of female consumers' purchasing decisions in the context of Vijayawada and identifies the key variables that significantly affect their interest in fashion apparel.