The aim of the thesis was to investigate the role of augmented reality when purchasing fashion products through mobile applications, more specifically perceived usefulness, perceived ease of use and perceived enjoyment. Furthermore, the goal was to explore the benefits and challenges of augmented reality in mobile applications. Mobile applications enable consumers to conveniently access various content and services via mobile devices, resulting in a personalized experience. In addition, mobile applications provide better performance and speed, they are often optimized for mobile devices, taking advantage of various device functions and capabilities, including augmented reality (AR) and virtual reality (VR), and allow offline access in certain situations. Augmented reality (AR) has been being developed for decades, and with the advent and development of smart devices, it has enabled mass adoption in the market. Augmented reality has become a key component of mobile applications in the fashion industry, enabling consumers to interact with fashion products in a completely new way. Perceived usefulness, perceived ease of use and perceived enjoyment of use are important for consumers to use augmented reality. However, in the context of Croatian consumers, it is still unknown what the role of augmented reality is when purchasing fashion products in mobile applications. Therefore, in order to reveal the role of augmented reality when purchasing fashion products through fashion applications, primary research was conducted on a convenience sample of 134 respondents, users of mobile fashion applications. The results revealed that majority of respondents do not use augmented reality for choosing fashion product in applications. Respondents are often concerned about their security, which leads to a weaker use of additional options provided by mobile applications.