The aim of this study is to determine the perception status of the cloth brands characteristics by fashion design students. The sample of the study using descriptive research method consists of the students in Giresun University, Şebinkarahisar School of Applied Sciences, Fashion Design Department. The data were obtained with the developed questionnaire. The questionnaire consists of four main sections: demographic characteristics of the students, features that students care about clothes exchange, students' expectations from cloth brands and finally their opinions about cloth brands. The five - likert type scale was used in order to measure the characteristics participants care about clothes exchange and the participants' expectations from the cloth brands. In this research, university students' opinions on the brands covered by the research were determined by structuring ‘Brand Features’ under three variables including emotional factors, brand personality and physical factors. The results obtained from this research were given as percentage and number values in the tables. In addition, χ² correlation analysis was used to measure the statistical relationship between characteristics university students pay attention in the fashion brands perceptions and their license levels. Furthermore, ANOVA analysis was performed in order to test whether there is a statistically significant difference between characteristics participants in the research group care about according to their license level on clothes exchange and their expectation from cloth brands.
Fashion, Brand Perception, Clothing, University Students.