Consumer behavior has been the subject of research for many years and is especially focused on industries that have to adapt their products to market needs. Consumers very often behave according to their perception, not based on reality, so it is important to emphasize that perception is a very important factor in decision making, but also extremely variable and subjective. The concept of alignment of self-perception with brand image can be defined as the relationship between the consumer's self-image and his / her mental representation of the brands and the associations associated with those brands. And also, the alignment of the perception of self made from previous experiences, formed attitudes and opinions must be in line with the image of the fashion brand on which to make a purchase decision on a garment. The subject and goal of this paper was to explore the perception of personal image among young businesswomen, as well as the perception of the image of fashion brands with a focus on garments. An analysis of the results collected in this study showed that most respondents agree that by choosing clothes and style, they create a certain self-image in others. The largest number of respondents agree with the claims that clothing and personal style are one of the ways of representing themselves, and it is important for most of them to make a purchasing decision that the clothes of the fashion brand are in accordance with their image. As far as the perception of the brand is concerned, it is essential for them that it is in accordance with their image, i.e. that by choosing a specific brand, they confirm that image of themselves that they want to have in the business world. In the particular case, the subjects, i.e. young businesswomen prefer to choose clothing brands that are also chosen by young businesswomen in the rest of Europe, namely H&M, Mango and Zara.