The effect of product's color and fabric quality on brand preference: A study in fashion retailers in Turkey

The study will investigate the effect of colors and fabric quality on consumer brand awareness. Product color and quality plays a significant role in communicating with shoppers and can cause an interest and motivate them toward purchasing. The population of Istanbul is growing each year. They are the most various group of consumers with a very strong purchasing power. It creates a great opportunity for marketers to understand their needs. Undoubtedly, color and fabric quality play an important role and have a great feature that affects Turkish customers‟ fashion brand choices. That research presents the impact of different colors and fabric quality of products based on buyers brand awareness. Fashion brand companies need to clarify their aims and prepare their products design with respect to quality and color.