This study, conducted in Thailand, examines consumers' evaluation and purchase preference of high-equity versus low-equity Thai fashion labels of sophisticated and standard apparel outsourced to three Asian countries of varying manufacturing competence. Field data was analyzed through a 2 x 2 x 3 factorial design and the influence of a particular factor over the others in specific scenarios was observed. Minor brands of multifaceted products confront lesser country-of-origin (COO) concerns than more reputed brands of complex items. Sophisticated products of reputed brands made in developing economies also attract greater consumer circumspection about their COO than the brand's standard items.