Brands are an essential factor in every purchase decision. Today, there is a whole spectrum of brands on the market, each with its own target group, following which marketing strategies are formed. Brands want to identify with consumers and to enter into the buyers subconciousness in an emotional and friendly way. For many leading companies, a brand is a key tool of communication. One of the essential features of brand is the distinction between a product or service from of its competitors. In order for consumer to become a loyal customer, it is important that his needs be satisfied. The need for product labeling originated from ancient Greece and the Roman Empire, and the reason is product identification, the mark of the manufacturer, and the recognition of the product's purpose. Many consumers today identify with brands, with what they represents and lifestyle they promote. The aim of this research is to analyze the opinions of the subjects and their relationship with clothing brands, and to find out whether customers use brands as a way of communicating and presenting themselves to others. Fashion has been present in human history for centuries, developing according to culture and time period. Since the early times, people have communicated nonverbally by way of clothing, sending a message about themselves – who they are or what they want to be. Today in particular, many people „talk“ through clothes, they send non-verbal signals, and its up to the observer to determine the wearer's status in society, their financial power and current mood. So branded clothing meets the consumers needs in such a way that, besides quality, they expect social recognition, self-confiedence, style and social affiliation. Brands offer consumers emotions such as confidence, security and satisfaction with the goal od developing consumer attachment. Consumers today expect a lot from brands, so companies have to keep up with the wishes and expectations of their customers.