PERCEPTION ON BRANDED CLOTHES AMONG THE YOUTH OF KARACHILiterature ReviewPerception is the view, thoughts and feelings a person has about something and acts on based on his perceived opinions. Each individual has a different perception and acts based on it. His perception of specific things is considered reality for him. Each individual has a different perception about different branded products also due to differences in the importance of some brand factors for each of them. The main differentiating factor for brands in a product category is luxury (Alleres, 1991; Kapferer, 1997 ), which is the main reason why consumers prefer or use a brand (Dubois and Duquesne, 1993). However, although the luxury market has spread widely in recent years and the marketing literature has recently noted a strong interest in studying luxury brands, not much is still known about how to actually monitor and market luxury brands. in the best way (Vigneron and Johnson 1999, 2004). The actual need...