The retail industry is intensely competitive, with consumer preferences significantly influencing store success. The study investigates the influence of various factors such as store image, merchandise, layout, brand perception, customer experience, and value consciousness on consumer preference and subsequent purchase of apparel retail stores' brands, concentrating in Hyderabad, Telangana. The findings indicated that store image, merchandise quality, brand perception, and value consciousness substantially influence consumer preferences, while store layout and prior experience appear to have a negligible impact on consumer preference. Moreover, customer preferences significantly influence the purchase of store brands. Retailers should prioritize quality, branding, and value-oriented methods to improve consumer loyalty. Limitations including geographical emphasis, cross-sectional data, and unexplored variables were recognized, allowing for future study to investigate broader markets, digital retail characteristics, and sustainability factors. This study offers practical insights for companies aiming to align their products with consumer expectations in a fluctuating retail environment.