The study is focused on investigating the effectiveness of digital fashion branding magazines through the perspective of various types of online fashion consumers. The classification of online fashion consumers is based on motives of shopping behavior. Factors of positive online shopping experience were employed in order to identify perceptions and preferences towards digital fashion branding magazines. The study is implemented by the means of digital fashion branding magazines’ analysis, focus group and individual interviews. The results of the research enable to identify various ways of presenting the branding magazines. The study demonstrates differences in perceptions of digital fashion branding magazines of various types of online fashion consumers. The types of consumers attracted by the branding magazines are considered as well. Digital fashion branding magazines are regarded to be an effective marketing tool which requires further improvement by all the identified types. / Program: Master Programme in Fashion Management