Recently, social media is beneficially used by companies or entrepreneurs to promote their business. In the fashion retail business, for instance, small and large retailers employ social media platforms as online stores offering product information, virtual product presentation, and product sale. This study applies existing theoretical concepts in marketing content development, consumer intention, and consumer engagement for independent fashion retailers. This study aims to explore firstly, independent fashion retailers in today’s Thai market and secondary to examine how marketing content should be developed to effectively be used in promoting fashion products. To achieve these aims and to answer the main research questions stated above, the following tasks will proceed: 1) To study consumer behavior in fashion store purchases on the Instagram platform 2) To study the impact of content on Instagram platform stores on consumer’s engagement 3) To examine types of contents for fashion stores on Instagram that influence the consumer’s purchase intention. The S-O-R model is used in the study to examine the effective contents of fashion stores on Instagram. There were 36 interviewees as the samples of this study to collect data. The result of this study showed that content in three main forms, which are a form of images, video, and text is obviously seen as the important factors that can encourage viewers to engage with the content and may lead them to make a purchase. The outcomes from the interviews complete all objectives of this study. Firstly, consumers have experience using Instagram to explore and purchase fashion products. Each consumer gives importance to three main types of content differently. Also, each type of content has a different impact on a consumer’s purchase intention based on the individual’s preference.