The rapid advancement of digital technology has transformed how consumers interact with fashion brands, particularly through online platforms, social media, and digitally integrated service systems. This study aims to examine the influence of digital technology on consumer behavior, especially in information search, evaluation of alternatives, and purchasing decisions within the fashion industry. A quantitative approach was applied using a case study of fashion businesses that actively implement digital marketing strategies. Data were collected through an online questionnaire distributed to 230 respondents who regularly purchase fashion products through digital platforms. The results indicate that digital technology—especially visual content, interactive features, and algorithm-based recommendations—significantly shapes consumer interest and purchase decisions. These findings highlight that digital tools not only strengthen consumer engagement but also accelerate decision-making processes in the modern fashion ecosystem. This study provides valuable insight for fashion industry players to optimize digital strategies to enhance consumer attraction and loyaltyThe rapid advancement of digital technology has transformed how consumers interact with fashion brands, particularly through online platforms, social media, and digitally integrated service systems. This study aims to examine the influence of digital technology on consumer behavior, especially in information search, evaluation of alternatives, and purchasing decisions within the fashion industry. A quantitative approach was applied using a case study of fashion businesses that actively implement digital marketing strategies. Data were collected through an online questionnaire distributed to 230 respondents who regularly purchase fashion products through digital platforms. The results indicate that digital technology—especially visual content, interactive features, and algorithm-based recommendations—significantly shapes consumer interest and purchase decisions. These findings highlight that digital tools not only strengthen consumer engagement but also accelerate decision-making processes in the modern fashion ecosystem. This study provides valuable insight for fashion industry players to optimize digital strategies to enhance consumer attraction and loyalty