Influence of Brand Image on Fashion Purchase Decisions among Gen Z Students at Lagos State University

Known for their digital fluency and brand savvy, Gen Z offers unique insights into modern fashion consumption patterns, which is particularly relevant given the emer-gence of consumer culture and the importance of branding in the fashion industry. The purpose of this research is to find out how Gen Z students at Lagos State University (LASU) feel about brands and how it affects their fashion buying decisions. The method-ology used in this study is quantitative. Structured questionnaires were used to assess data from 384 students from Generation Z. A reliability test was conducted using Cron-bach’s Alpha, which yielded satisfactory results for internal consistency with α values of 0.70 or higher. Linear regression was used to test the assumptions. The study’s results showed that Gen Z students at Lagos State University are heavily influenced by brand image aspects such brand personality, brand association, and brand identity while mak-ing fashion purchases. According to the research, in order to build a trustworthy and identifiable identity, fashion brands should be consistent across all touchpoints, includ-ing online, in-store, and with packaging and advertising.