This article is using the deep interview of qualitative method to understand the Y generation consumers' view of the genetic brand's apparel in Taiwan. The interview reveals that they are not satisfied with the non-store apparel purchase, because there are many deficits in non-store apparel. After the interviewing, four pieces of clothes were bought in the non-store retail to examine the apparel quality in color, shrinkage, and strength. The results found the fiber contents were different from the labels in three apparels, the color fastness didn't meet the requirement in all the testing apparels, and the pilling test in knitwear is poor. However, all apparels did pass the strength-testing requirement.
