Background: In today's fast-paced and highly competitive marketplace, Fast Moving Consumer Goods (FMCG) brands must create a strong competitive advantage in one way to achieve this is to understand and cater to the needs, preferences and behaviors of their target consumers.In case of apparel FMCG brands, young women are an important demographic group as they make up a large portion of the consumer market.

Purpose: The purpose of this study was to examine the consumer behavior of young women in the apparel FMCG market and to identify the key factors that influence their purchase decisions.

Methods: This paper uses a form of deductive reasoning that combines quantitative and qualitative research methods. Primary data were collected in the form of focus group interviews. Qualitative interview data were categorized and analyzed through classification and coding. The study explored online purchasing behavior, including purchase behavior and perceptions of product marketing online, as well as offline purchasing behavior, which addressed the impact of product quality and price on their purchase intentions.

Conclusion: The findings show that the format of online shopping and social media marketing content are the most influential factors in young female consumers' purchase decisions, followed by decisions based on the information they receive, which includes product word-of-mouth and brand image. The study further explores the feasibility of digital transformation and category expansion for apparel FMCG brands to reach a broader market. The results of this study could help FMCG brands create a competitive advantage in the marketplace by developing strategies that align with young women's consumer behavior and preferences.