New concepts, materials and technologies have completely changed the fashion world and the way we experience clothing. As fashion trends change from season to season and new clothing arrives in stores almost every other week, consumers are constantly influenced by consumerism and in planning new shopping ventures. The emergence of social platforms has introduced significant changes in the business of fashion companies precisely because of new ways of advertising and selling products. Today, clothing accounts for the largest share of the entire range of products purchased through social platforms, and the number of consumers who decide to browse social networks with the aim of discovering clothing items is increasing day by day. User-generated content is the essence of the existence of each of the social networks and is often a source of consumer inspiration about new fashion trends, but also a reference when making future purchases. Recognizing the importance of new technologies in the life of the modern consumer, this paper seeks to give a deeper insight into the role of social networks in the consumer's process of purchasing fashion industry products. The research, conducted on the basis of the theoretical part of the paper, aimed to find out the extent to which modern consumers rely on social networks as a source of their information about clothing manufacturers' products before, during and after buying fashion products. The results showed that social networks play the most important role for the consumer in the phase of realizing the need, where the announcements of other users and the advertisements of the producers stimulate their desire for new clothing items. Their importance is also visible in the information search phase in which social networks have proven to be an ideal source for gathering all the information needed to continue the consumer's buying process. The interpretation of the results also led to the knowledge that in the evaluation phase of alternatives for consumers, the recommendations of friends are extremely important and that positive and negative comments about the garment manufacturer on social networks have a great influence on their choice. In order to complete their purchasing process, consumers mostly turn to the official website of the manufacturer, which to some extent is obtained through the pages or profiles of the manufacturer on social networks. In the post-purchasing phase, the role of social networks proved to be the least significant, which represents an untapped potential for fashion companies in the form of encouraging dialogue and creating long-term relationships with consumers.