The subject of this thesis is analysis of the impact of selected personality traits on the consumer buying behavoiur in the clothing market. The research problem was to evaluate how selected personality traits impact consumer clothing selection and buying decisions. The aim of the research was to examine and analyise the impact of personality traits (inovativness, individualism and materialism) on consumer behaviour in the clothing market. Furhter aim was to conduct the market segmentation using the information collected by the research. The study was conducted in Dalmatia on an convenient sample of participants. It was conducted combined both online and by personally distributing the survey to the participants. Scales that measure level of ones materialism, individualism and inovativness were applied to measure participants attitudes using 5 point Likter scale. For hypothesis testing statistical methods were used including factor, cluster and multiple regression analysis. Two of the personality traits that were examined in this research (materialism and inovativness) were successfully used as a variables/criteria for market segmentation. Regression analysis implied that inovativness had significant influence on consumer price sensitivity, orientation towards aesthethics and emphasis on brand importance. Consumers that showed higher levels of inovativeness were more price insensitive, they also put higher emphasis on aesthethics and brand importance.