Organizational health consideration has grown beyond managing the external environment to the calibration of internal mechanism that has direct bearing on customer engagement. Customer engagement in marketing literature is identified as a pivot target of business organizations which consume more than physical resources. Brand positioning strategies in recent time had become a viable tool of customer engagement in the fashion and design industry. However, the industry in Nigeria, particularly, in Rivers State has continued to suffer poor patronage as compare to their foreign counterpart owing to low adoption of positioning strategy. This study investigates the relationship between brand positioning strategies and customer engagement of registered fashion outlets in Rivers State, Nigeria. The study specifically examined the relationship between quality based positioning, functional based positioning, differentiation based positioning, value based positioning and customer commitment and loyalty. The study adopted quantitative research design using a survey method. A total of 309 subjects made of CEOs, managers and employees of fashion design outlets were surveyed through questionnaire administration. Five research questions were posed and nine hypotheses were tested. Data analysis was done using descriptive statistics such as mean and standard deviation while inferential statistics in the form of Multiple Regression was used to test the stated hypotheses on SPSS version 25. Results from the Multiple Regression analysis reveal a strong significant linear relationship between quality based positioning, functional based positioning, differentiation based positioning, value based positioning and customer commitment. It also revealed a strong significant linear relationship between quality based positioning, functional based positioning, differentiation based positioning, value based positioning and customer loyalty. It was concluded that brand positioning strategies positively influences customer engagement of fashion design outlets in Rivers state to a high extent. The study therefore recommends that: fashion practitioners in Rivers State are advice to emphasize and focus on producing unique wears that has touch of quality in order to elicit continuous customer patronage and loyalty. It is also expedient for all fashion houses to re-evaluate their packaging methods since it serves an essential function in projecting brand’s image and customer engagement. Fashion dealers should endeavour to practically position their wears so that their products are recognizably different from their competitors and thus elicit increased customer engagement. Dealers of fashion outfit should ensure that their products are value laden in order to provide customer with a strong incentive to make a purchase and remain loyal to their service offering.