The concept of consumer brand engagement (CBE) has recently become an increasingly attractive area of research that is attracting the attention of researchers. After reviewing the literature, it can be seen that consumer engagement, taking into account all three dimensions (cognitive, affective and behavioral) within mobile fashion retail applications, adding to it the three proposed mobile application characteristics and behavioral outcomes, is an under-researched area. This paper covers the influence of the proposed characteristics (perceived quality, perceived usefulness and ease of use) on CBE, considering all three dimensions (cognitive, affective and behavioral) in the context of mobile fashion retail applications. Additional research interest included the consequent impact of the CBE concept on repeat purchases as well as word-of-mouth recommendations. In particular, the research used a convenience sample of 208 respondents, and it was found that Zara is the favorite fashion application among the respondents, followed by AboutYou and ASOS. Furthermore, most of them buy through a separate fashion application once a month, and the vast majority of them intend to continue to purchase through a certain one in the future. The research results show that the perceived usefulness and quality of the mobile fashion application have different effects on the dimensions of consumer engagement concerning the brand of the application, while the significance of the ease of use of the mobile fashion application was not confirmed for any CBE dimension. Regarding the outcomes of purchase behavior, more precisely, repeat purchases and word-of-mouth recommendations, a partial impact was determined since CBE dimensions do not affect all outcomes similarly.