The goal of this research is to figure out how customer perceptions of brand credibility (such as perceived local iconness, perceived brand globalness, and brand authenticity) affect purchase intent. In this study, global fashion brands like Zara and domestic fashion brands like LoveandFlair are used as examples of context .This study showed that consumers are more likely to buy global fashion brands or local fashion brands if they have confidence in the legitimacy of the brand. As a final point, our research helps fashion businesses both globally and domestically become more engaged, aware of their competition and also aware of the existing gap.