Brand Strategy and Consumer Purchase Intention Among Nigerian Youth in the Fashion Industry

This study examines the influence of brand strategy on consumer purchase intention among Nigerian youth in the fashion industry, with respondents drawn from major urban centers in the South West and South East zones. The Nigerian fashion market has experienced remarkable growth driven by the rise of indigenous designer brands and youth cultural identity movements. The study adopts a descriptive survey design, targeting young consumers aged 18 to 35 in Lagos and Onitsha. A sample of 150 respondents was selected using convenience sampling. Structured questionnaires measuring brand awareness, brand equity, and brand personality dimensions were administered. Data were analyzed using descriptive statistics and binary logistic regression. Findings indicate that brand authenticity and cultural relevance are the strongest predictors of purchase intention among Nigerian fashion consumers in the sampled cohort. Youth respondents are significantly more likely to purchase from brands that authentically represent Nigerian cultural aesthetics and values. Social media brand storytelling is identified as the most influential brand communication strategy for reaching this demographic. The study concludes that Nigerian fashion brands must anchor their brand strategies on cultural identity narratives and invest in consistent digital brand presence to convert youth consumer interest into purchase decisions. Keywords: brand strategy, purchase intention, Nigerian youth, fashion industry, brand equity.