The Apparel Industry reflects people’s lifestyles and shows their social and economic status. This paper aims to make a comprehensive review of study and analysis of Ethiopian traditional fashion apparels and factors affecting purchaser decision towards traditional fashion apparel products in the local market. To be competent in the local market the firm requested a great effort to reply the needs of customers at any instant. Consequently, the result of the thesis identified the critical factors affecting the marketing of Traditional Fashions’ firm were quality, technology and marketing distribution strategy and cultural, social, personal, psychological and environmental aspects include factors having impact on marketing of traditional fashion apparel products. The reason to conduct this research is to integrate the brand image, brand attachment and environmental effects and their impact on consumer purchase decision. Does environmental effects has some function while making purchase decision or people don’t bother to think about this all. Results elaborates that brand image don’t have a positive relation with purchase decision, brand attachment has a moderate positive relation with purchase decision and environmental effects don’t have a positive relation with purchase decision. Questionnaires, Interviews and observations were used to survey the relevant data using purposive random sampling technique in all the production and distribution persons of the firms and supporting organizations of the firms for marketing in the local market. A mixed approach was used to analysis the data to achieve the principal objectives. The findings of this study indicate that firms are able to upgrade not only through improvements in manufacturing steps but also by means of incorporating elements of cultural distinction in the apparel production.