The adoption of institutionalist theory derived from Thorstein Veblen is justified by its capacity to confer legitimacy to the subject in an environment where symbolic economies guide exchange intentions. In this context, the fashion industry, grappling with challenges in acquiring new clients and enhancing management performance, seeks alternatives such as brand equity to foster profound symbolic relationships between fashion brands and consumers while conferring legitimacy to the consumer. This study contributes to the comprehension of fashion consumer perception, particularly in response to symbolic stimuli, by delving into the measurement of brand equity in jeans garments. Our methodology was guided by a comprehensive literature review, enabling the construction of a survey instrument to gauge fashion consumers’ perceptions of brand equity. Subsequently, we collected a sample of 857 university students from Medellín City, Colombia. The survey results underwent exploratory factor analysis, revealing that brand equity is instrumental in comprehending market dynamics within the fashion industry. We specifically focused on neotraditional, contemporary, and exhibitionist archetypes, highlighting their significance in purchasing jeanswear. These archetypes create symbolic associations between brands and products based on status, differentiation, and market acceptance. Essential consumer variables include popularity, rebuy intent, and social responsibility. These findings hold theoretical and managerial implications, shedding light on the intricate interplay between brand equity, consumer perceptions, and symbolic aspects in the fashion industry. © Л.Ф. Эрнандес-Гальего, М. Эскобар-Сьерра, 2024