Influencer marketing has become one of the most influential tools in digital marketing, especially in the fashion industry where consumer preferences are strongly shaped by social media content, online reviews, and personality-driven promotions. This study examines the impact of influencer marketing on consumer purchase behavior with special reference to Grasp Clothing. The main purpose of the study is to understand how influencer recommendations, credibility, trust, engagement, and content quality affect the buying decisions of consumers. The study also seeks to identify the extent to which consumers are aware of influencer marketing and whether such promotional activities actually lead to product purchase and brand preference. A descriptive research design was adopted for the study, and primary data were collected from 120 respondents through a structured questionnaire. Convenience sampling was used to select the respondents. The collected data were analyzed using percentage analysis and statistical tools such as chi-square, correlation, and ANOVA. The findings show that a majority of respondents are aware of influencer marketing, actively follow fashion influencers on social media, and are influenced by influencer recommendations in their purchase decisions. It was also observed that trust and product quality are important factors affecting consumer behavior. The study concludes that influencer marketing is an effective promotional strategy for fashion brands like Grasp Clothing, but its success depends on authenticity, relevance, trustworthiness, and audience engagement.

Keywords: Influencer Marketing, Consumer Purchase Behavior, Social Media, Fashion Industry, Grasp Clothing, Digital Marketing