KASBIT Business Journal (KBJ) Vol. 11, 77-94, December 2018 The Impact of Customer Perception about 77 Rashid Ali Traditional Department Store and Factory Outlet in fashion industry. The Impact of Customer Perception about Traditional Department Store and Factory Outlet in fashion industry. Rashid Ali PhD Scholar at Indus University Karachi Assistant Professor at Ilma University Abstract The current research study has focus on the customer preferences about the outlet of the factory stores versus traditional dep art mental stores in Karachi region to select the fashion brand or adopt the fashion to looking good. A survey was conducted through questionnaire among 100 respondents to find out relationship research study independent and dependent variables. In this research study the size of the sample was targets only those respondents or customers who visits or shopping coming for the purpose of selection or purchasing fashion relate brands through departmental stores and outlets of the factory. In this research study the differences in image quality of brand and also economic value in the supermarket customer experience can be observed due to different consumer buying patterns to explain in such a way. Statistically, study reveals that the overall satisfaction level of customers is positive for departmental store as compared to factory outlet due to economically and choices or fashion brands but based on fashion price not considered during purchasing. During research study the availability of the brands large as compare to factory outlet and factory out store have limited brand selection. When customer visit traditional store found brand available in low price and have more choice selection of the brand. In the research it was also discovered that consumers are more inclined towards the traditional departmental stores as far as quality is concerned and a lot of brands selection but when it comes to discount in price then they prefer factory outlets and also availability but customer bounded in term of choice options. Additional services such as home delivery or free parking in front of the store to increase their attractiveness and positive atmosphere could ultimately lead to a more satisfying shopping experience. Keyword: fashion, brand, factory outlet, traditional department store, customer perception, price, quality __________________________________________________________ The material presented by the authors does not necessarily represent the viewpoint of editor(s) and the management of the Khadim Ali Shah Bukhari Institute of Technology (KASBIT) as well as authors’ institute. © KBJ is published by the Khadim Ali Shah Bukhari Institute of Technology (KASBIT) 84-B, S.M.C.H.S, Off. Sharah-e-Faisal, Karachi-74400, Pakistan.