Brands are of great importance to the consumer, the use of the product only stimulates the consumer's sense of satisfaction, creates value and loyalty, because if the use meets expectations, the consumer will return the brand again. Fashion has become an important social factor and it did not develop suddenly, but gradually. In the past, individuals have paid attention to clothing because it is a reflection of every individual and his status in society. The aim was to identify and clarify motifs that indicate the consumer to buy fashion products. The buying decision has a multitude of influences such as preferences, desires, needs, learning and memory. For this reason, the subject of this paper was behavior of consumers in purchasing, their inclusion in fashion, ie, they are following trends and how important a product brand is for the consumer. The perceptions that came to the analysis are that consumers follow fashion and fashion trends, and that the environment has an impact on them, as well as the importance of the age groups and the revenues that consumers make. Surveying through research and analysis of results confirmed the hypothesis that individuals are following fashion trends, they are essential to be in the fashion trend and buy fashion brands.