The aim of this paper is explaining the concept and the development of fast fashion since its beginnings until the present time, its advantages and disadvantages, as well as the reason for the increasing worldwide acceptance of such a fashion. The aim of the empirical survey was the analysis of individual acceptance parameters pertaining to most significant fast fashion retailers (H&M-a and Zara) in Croatia. The empirical survey covered the acceptance of H&M and Zara fast fashion retail stores in Croatia. The survey was conducted by means of a questionnaire and random sampling with participation of 150 women. The results have shown that retail stores of both brands are very well accepted in Croatia and that there is no significant difference between them. Fast fashion retailers could improve their businesses by introducing more cash registers and fitting rooms in order to reduce crowds in their stores – which buyers consider to be the main downside of physical stores – and by hiring a greater number of staff who would be at the disposal of the buyers to assist them in a shopping.