<p>Fast fashion operates within an intensely dynamic retail environment characterized by short product life cycles, rapidly changing consumer trends, and increasing tension between affordability and sustainability. In this competitive context, digital marketing stimuli play an essential role in creating personalized shopping experiences and shaping customers’ purchasing decisions. Yet, there is limited empirical understanding of how these stimuli function and influence customer behavior in the fast-fashion domain. Therefore, this study examines the effects of various digital marketing stimuli, including digital signage, dynamic digital displays, video walls, self-service kiosks, background music, and sustainability-oriented messages, on customers’ overall shopping experience and their repurchase intentions in fast-fashion stores. We collected responses from 692 respondents who recently purchased from Fast Fashion stores in metro cities in India. Later, the responses were analysed using Partial Least Squares – Structural Equation Modelling (PLS-SEM), using SmartPLS 3.0 software. The study concluded that digital signage, background music, sustainability messages, and self-checkout kiosks improve the in-store shopping experience, whereas dynamic digital displays and video walls did not show any impact. In addition, consumer trust in the Fast Fashion brands significantly mediates the relationship between the in-store shopping experience and repurchase intention. This study offers critical insights for Fast Fashion managers to strategically use digital stimuli to enhance overall shopping experiences, thereby increasing repeat purchases. Theoretically, this study extends the Stimulus – Organism – Response (S–O-R) model by critically assessing the role of brand trust while repurchasing from Fast Fashion in view of multisensory marketing. </p>