Fashion marketing represents extremely important and complex marketing segment in which survive only the most creative and innovative individuals. The fashion world is rapidly changing, therefore it is necessary to constantly monitor changes to keep up, especially now when it comes to the expansion of social networks and online communication that influences the supply and demand. Marketing experts are the ones who are responsible for generating the desire for the product on certain customers, they make demand for product with their promotional efforts which include a large dose of creative thinking and seeing unseen. The aim of this graduate work was, through a study of the business case on the example of Michael Kors company, to show and analise trends of fashion marketing and the specificity of distribution channels of luxury fashion products/brands on the selected sample of company in the fashion industry. Furthermore, the paper presents the choice of distribution channels, distribution of participants and distribution costs. Primary data were collected through qualitative research using the method of in-depth interview.