In today’s technology-driven society, client preferences have shifted substantially with majority of the age group between 18 and 30 years preferring to buy garments online. The fashion companies, in particular, are given a high priority when it comes to buying by the majority of teens and this fact has prompted numerous online shopping websites to cater to the youth market. The purpose of this study is to articulate customers’ perceptions about online buying with particular emphasis on Apparel Brands.