Today, customers have more choices, more information and higher expectations than ever before. To move customers from trial to preference, brands need to deliver on their value proposition, as well as remove someone else from the consumer's existing preference set. So the companies have to concentrate more on every individual customer and have to convert them loyal to their brand. Nowadays customers are going for ready made branded shirts, instead of custom-made shirts. More brands with similar price ranges, attractive advertisements, good store ambience and excellent services are creating a strong competition among the shirt brands. Brand loyalty is a customer’s preference to buy a particular brand in a product category. It occurs because customers perceive that the brand offers the right product features, images or level of quality at the right price. Loyalty towards a brand must go beyond tangible incentives stimulated purchases should be directly linked to the brand to itself to form a sustainable proposition. Thus, the need is to build a sense of attachment with the brand, which goes beyond the inducements and directly links the customer to the brand. The main objective of this study is to know about the brand loyalty behavoiur among the customers towards the Branded shirts. A review of literature was collected to find out the factors of brand loyalty. A survey was conducted to collect the data from 384 respondents using a structured questionnaire in Madurai city, Tamilnadu, India.