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The online direct-to-consumer (D2C) strategy, which aims to create an extensive brand experience through direct contact with consumers, has become increasingly widespread in recent years. However, this strategy presents a notable research gap in academic literature. As such, the purpose of this thesis is to investigate how a brand experience is (co-)created via an online D2C strategy used by fashion brands and how it is manifested by consumers. Based on a literature review, consumer interviews are used to create a qualitative research approach, which results in the development of a model that extends previous research. This method reveals that brand experience is co-created at three levels (culture & market, collective, individual) which are influenced by different factors, with brand stimuli being particularly important in terms of an online D2C strategy. Furthermore, consumer responses are identified assensory, affective, intellectual, behavioural, and relational, with each dimension having specific components. A systematic consideration of all levels and a profound understanding of the dimensions is shown to be a necessary managerial implication.