CONSUMER PREFERENCES AND CLOTHING BRAND CHOICES: FOREIGN AND LOCAL BRANDS

The fashion industry continues to evolve as consumer preferences shift between foreign and local clothing brands. Understanding students’ preferences reveals how brand perception influences purchasing in a competitive market. This research aims to determine students’ preferences for foreign and local clothing brands. A quantitative cross-sectional survey was conducted using a stratified proportional random sampling approach and the Cochran formula to calculate the total number of students from public higher education institutions and private higher education institutions, resulting in two hundred and eighty-seven (287) respondents. A researcher-developed survey questionnaire was used to gather the needed data, which were processed and analyzed using the Statistical Package for the Social Sciences (SPSS). Findings revealed that foreign brands are only moderately preferred for their symbolic appeal, as they gain attention by projecting prestige, modernity, and visibility through advertising and social media, while local brands are preferred for being economical, authentic, and a symbol of culture. Furthermore, these findings highlight that both foreign and local clothing brands must adapt to meet evolving population expectations by focusing on authenticity, cultural relevance, influencer collaboration, and online engagement to strengthen loyalty and thrive in a competitive fashion market.