The rapid evolution of digital marketing has revolutionized consumer buying behavior across various industries, particularly in the fashion sector. This research examines the impact of digital marketing strategies on consumer purchasing decisions, focusing on fashion products. Digital marketing tools such as social media, influencer marketing, search engine optimization (SEO), email marketing, and online advertising have reshaped how fashion brands interact with their target audience, enhancing their reach, engagement, and sales. The study explores the role of online platforms in shaping consumer perceptions, preferences, and purchasing habits in the fashion industry. Factors like ease of access, personalized experiences, user-generated content, and social proof are found to significantly influence consumer behavior. Additionally, the rise of e-commerce and mobile shopping has led to shifts in purchasing patterns, with consumers increasingly relying on digital channels for fashion product research, comparison, and purchase. This research aims to provide insights into how fashion brands can leverage digital marketing tools effectively to influence consumer choices and boost brand loyalty. Through a detailed analysis of consumer behavior trends, the paper emphasizes the importance of adapting digital strategies to meet the dynamic needs of modern consumers in the fashion market.