College students represent a crucial consumer segment for apparel brands. This study investigates the influence of socio-economic factors on brand loyalty among students in North Kerala, India. The research explores how gender, place of residence, type of educational institution, and parental income affect brand choices. It proposes that there are no significant initial differences in brand loyalty based on these variables. Through the analysis, the study reveals interesting insights. Male students and those residing in urban areas demonstrate higher brand loyalty compared to their counterparts. Students from self-financing institutions, typically with higher fees, exhibit stronger brand loyalty than those from government or aided institutions. Furthermore, parental income plays a significant role, with students from wealthier families showing greater brand loyalty.