The paper explains the main characteristics of the fashion industry. It analyzes fashion marketing, which plays a crucial role in promoting and selling fashion products, and how it can contribute to building strong fashion brands. Factors of the global fashion market such as globalization, diversity, seasonality, technological impact, and the development of e-commerce and social media are discussed, highlighting how they enable brands to communicate directly with global consumers. A survey was conducted on the attitudes and preferences of consumers who purchase and consume fashion products. The purpose of the research was to explore how familiar respondents are with international marketing strategies in the fashion industry, the factors influencing the purchase of fashion brands, and how consumers make their fashion purchases. The research showed that respondents mostly buy clothing and footwear once a month. Respondents believe that advertising on social media and campaigns with celebrities are the most effective ways to attract customers in the fashion market. Half of the respondents prefer to buy clothing through online stores of foreign fashion brands. The reasons why respondents more often choose to buy foreign fashion brands over domestic ones include a greater variety of styles and designs, higher quality of fashion products, and more affordable prices.