Nowadays, clothing represents much more than a primary need as it fulfils a number of roles in people's lives. Availability of information, current trends, presence of different styles and need for differentiation encourage consumers to purchase more and more clothing. This justifies topic of the paper, a need to study consumers' behavior in the fashion market and their preferences regarding choice of clothing. The paper aimed to give a review of the literature regarding consumers' behavior in clothing market as well as description of the fashion industry market. Also, with survey questionnaire, it aimed to examine the frequency of purchasing and monthly spending of clothing consumers, their preferences regarding the selection of clothes and their key purchasing criteria, choice of place for shopping, tendency to buy on sales and motivation factors that encourage them to shop. Research results show that most of participants buy new clothes and accessories two to three times a month and that they are most likely to spend between 500 and 700 kn. Furthermore, most of the participants find inspiration for shopping on fashion blogs, but significant role in this also have friends and acquaintances. The key criteria when buying are product quality, price and brand. They go shopping in the same stores, with this being more common in women than men. Women also more often then men purchase accessories and buy on sales, find important appearance of the shop window and when shopping prefer company of friends.