Today, India is an important spot on every International fashion brand's international business map. Indian consumers especially in Kerala, which is a fashion hub, are aware of international trends and have lots of exposure to western fashion sensibilities. Fashion retailing in India offering world class fashion and shopping experience through shopping malls or through their franchised separate showrooms. Fashion is defined by the involvement of a product category which it represents the identity of the consumers with its brand traits. Hence, fashion basically represents a consumer's outlook that has a positive influence on their style and status. Brand popularity is also one of the factors that influence the consumer preferences. Thus, the present study focuses on the fashion preferences and brand patronage among the Youth with special reference to Thrissur District. The main objective of the study is to study and analyze the influential attributes that affect consumer behavior towards fashion preferences and brand patronage. Therefore 50 sample respondents are selected from Thrissur District by convenience sampling method.