The repurchase of a certain brand by a number of customers demonstrates their devotion to that brand, regardless of marketing pressure created by rival brands for the same product. This is accomplished through the phenomena of brand loyalty. This is critical from the standpoint of the company's impression, since consumers who get devoted to garment brands will generate a significant portion of the company's profits. The goal of this reading is to understand why some consumers are loyal to garment companies while others are not, as a result of different variables that cause customers to swap from one brand to other. This research examines a range of characteristics that may be used to distinguish between brand switchers and brand loyalists. A questionnaire was used to perform this study as a descriptive approach. Product quality, price, and consumer variety-seeking behaviour all have a substantial influence on customer happiness, according to the research. Customer satisfaction and brand marketing lead to brand preference. Consumers' repurchase intentions are influenced by brand preference. Customers' brand loyalty was to be influenced by customer satisfaction, brand choice, and repurchase intention. Customers that are dissatisfied with their experiences may transfer brands. Clothing is more preferred to brand switching than any other product on the basis of situational considerations in a wide range of situations. In terms of brand switching reasons, there were significant variations between various types of fashion items. When it comes to clothing, shift behaviour is usually associated with product characteristics such as colour, price, design, and fiber composition. This research aids garment companies in determining which elements they should prioritize in order to maintain consumer loyalty. The study's findings may also aid them in comprehending the reasons why clients could switch garment companies. Brands rely on the characteristics identified in this study to maintain customers and increase profits.

Keywords: Brand Switching, Brand Loyalty, Customer Satisfaction, Apparel Industry.