Fast fashion is a modern term used by fashion companies to express designs and capture current fashion trends. The fashion market represents a very important industrial branch and because of its popularity, every day more fashion companies are on the market and are looking for their consumers. Fast fashion stores are increasingly present in shopping malls and consumers with accelerated rhythm of life are much inclined to use internet shopping from the variety of web pages from fast fashion companies. Fast fashion companies constantly invest in the development of new products, technological innovations, better relationship with consumers, they bring trends directly from the catwalks to the stores; internet shopping is increasingly important for survival on the market. This paper deals with the research of the popularity of fast fashion stores in Croatia and trends in consumption and differences in retail in fast fashion stores compared to other clothing stores. The survey examined the market situation present on croatian fast fashion market at the male and female population in all age groups. The results of the research show that the clothing items in fast fashion stores are mainly purchased by the younger female population, also a very big trend of buying clothes online is present at the younger population in both sexes. The older group of respondents in a majority does not use internet shopping and do not have the habit of shopping at fast fashion stores because of clothes that is more suitable for younger people and small sizes of clothes.