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Towards the new century the young generations of Hong Kong seem to be extremely marketing concerned, and brands are more important to them than ever before. Due to the change of fashion advertising from selling product to selling image, a new concept of consumer buying have emerged among these youth who are more complex, flexible, multifaceted and indulging different desires at different times. This study was designed to identify the change of such buying behaviour of young females on clothing brands. Four archetypes on female buying behaviour of clothing namely “Brand Cognizant”, “Peer Conformist”, “Style Leader” and “Value Seeker” were identified.