A problem companies are faced with in the Business-to-business (B2B) environment is the understanding of brand perceptions by consumers due to, among other things, lacking direct communication with customers since most of the communication is done through intermediaries. To understand the factors that affect a company's brand perception, a field study of Gina Tricot has been conducted on German consumers using the brand equity theory as a base for this research. The qualitative method for this study is based on semi-structured short interviews, where a purposive sampling method is used. The sample consists of young women found close to stores selling products from Gina Tricot as well as in the city center of Munich. In total, data from 28 interviews was collected for this study. The results from the methods have undergone a thematic analysis divided according to Aaker's (1991) Brand Equity Theory. The conclusions made were that implementing digital tools such as TikTok and Instagram could be a reason that the awareness of Gina Tricot has reached German customers, without direct contact with them. German customers seem satisfied with the quality of Gina Tricot products, mostly in relation to their price, which helps them retain and attract customers in the German market. Swedish fast fashion brands' visual awareness makes their products recognizable and are more likely to be considered based on their uniqueness in the German market. Lastly, it was found that customers in Germany do not consider brand reputation to be important when buying clothes and this is not a factor that influences the perception of Gina Tricot. Ultimately, the role Gina Tricot plays in the German market is benefiting retailers with their trend-driven products at affordable prices which opens up a door for stores to reach the younger generation, while still providing products that are described as timeless and elegant.