Fashion Branding"Clothing is first and foremost a means of communicating, not personal identity, but social identity" as stated by Noesjirwan and Crawford (1982) who define clothing as a ' code' (McCracken and Roth 1989) or symbolic representation. Many theorists of the past have spoken of clothing as a code, a language, which allows one to create and (selectively) understand a message (Hollander, 1978; Holman, 1980; McCracken and Roth, 1989). Conformity towards a brand today showcases the social strata of the individual or the social group to which he belongs. "If I wear a white T-shirt and trainers, that [Armani] label will complete the rest of the information about me. I want to make the right impression," says a shopper in a London store selecting her tenth pair of Armani jeans (Financial Times, 1995). This statement from an individual showcases the importance of branding. Today, if we talk about any sector, branding plays a fundamental role. International brand development or entry technique is employed through the creation of a brand that is recognized as a social brand. Consumer perception today, among young people, as stated by Belk et al., (1981), is "consumption-based stereotypes", which means creating a perception about a person's wealth based on what they own and not knowing it . It could be defined as making a unanimous judgment about the person without actually knowing them. This article will review the available academic literature on the consumption patterns of fashion brands and further delve into entry techniques into developing or emerging countries. This document would also highlight the importance of building brand value and maintaining it. Simply put, this document would be about relationships… at the heart of the document… the focus of these brand managers is short term financial gain rather than long term customer relationship and profitability. Branding, unlike brand, is a clearly defined and established area of ​​research, however it lacks conceptual similarities (Blumenthal, 2004; Bridson and Evans, 2004). de Chernatony and Dall'Olmo (1998) state that the available literature on branding has failed to develop the boundaries and construct of branding that would allow for sets of methodological, epistemological, semantic and formal criteria. de Chernatony and Dall'Olmo (1998) through their research study proposed a model that lays the foundation for brand theory, thus supporting the definition of the brand construct and boundaries. In order to establish the boundaries of the brand construct, twelve themes were proposed which, in the branding literature, have been classified as vital propositions..