This study tries to determine the potential challenges and prospects of retailing Ethiopian branded apparel through examining consumer attitudes toward some twelve attributes. A total of 134 college students from a variety of majors have taken part in this study. After determining the importance of each of the apparel attributes, a cross tabulation is used to assess how Ethiopian apparel is perceived against those deemed to be most important. This study found that comfort; quality; good fit; attractiveness; choice of style; and good price successively are the most important attributes consumers consider during an apparel purchase. Moreover, it is revealed that Ethiopian made apparel is perceived to be inferior to a foreign counter part in attributes like comfort, quality, attractiveness and choice of style.
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