Introduction The fashion industry continues to be of interest to researchers and marketing practitioners alike due to its highly competitive nature and high profitability (Newman and Patel, 2004;Parker et al., 2004;Fashion is a general term for a popular style or practice especially in clothing, footwear, accessories, (According to the U. S. Customs and Border Protection Office of International Trade (2007), 70 percent of counterfeited goods are fashion counterfeits, such as handbags, watches, jewelry, shoes, clothes, hats, sunglasses, and perfume)makeup or furniture. Fashion refers to distinctive; however often a habitual trend in a look and dress up of person as well as to prevailing style in behavior. Fashion usually newest creation made by designer and or bought by a few number of people. Consciousness refers to the relationship between the mind and the world with which it interacts.it is subjectivity awareness the ability to experience or to feel wakefulness, having a sense of selfhood. Various uses of clothing have been found to be related to self-esteem (Humphrey et al., 1971). Kwon (1994) examined the perceived effects of clothing on self-esteem. A market segment within ethnicities that has importance to retailers is college students, most of whom are Generation Y. College students spend a significant amount of money on clothing, but Generation Y is characterized as difficult to reach by retailers through the use of traditional channels of advertising. This is due to the fact that this group of consumers has access and means to purchase what they want and when they want, through various retail formats (Sullivan & Heitmeyer, 2008). Further, members of this generation are more racially and ethnically diverse and are less homogeneous than other generations (Wilson & Field, 2007). Being conscious of inner states such as feelings, moods and beliefs’ ‘Increasing globalization is reducing the homogeneity of consumer behaviors within countries, while increasing communalities across countries (Cleveland and Laroche, 2007). Globalization has catalyzed the growth of fashion industry and the marketplace attractions have driven the cultural attributes of consumers significantly across various consumer segments. Shifts in the cultural values, consumer preferences, and purchase intentions towards designer products is arguably the most critical issue faced by the marketing managers today. Customer centric market strategy developed on self-esteem attributes of consumer is used by the firms to enhance purchase intentions towards fashion apparel (Horowitz, 2009). Clothing and fashion are unique dimensions of behavior, and are the ways though which consumers express their identity. Clothing is considered to be a universal tool of aesthetic self- management (Cash, 1990). It is used to enhance one’s public self (Kwon, 1991). Fashion and clothing preference display a person’s self-concept, or how an individual would like to be. Clothing fashions and aspects of consumer’s self are highly related and an increasing amount of research has been expended on aspects of self of fashion consumers. However, almost all studies related to fashion consciousness have been conducted in the developed countries, and comparatively very limited attention has been paid on fashion consciousness of consumers in developing countries. An increasing amount of evidence suggests that the attitudes, beliefs and perceptions of fashion consumers in developed countries are significantly different from those in