Fashion shops nowadays more and more use the sense of vision to persuade their customers to stay longer and spark an interest in their merchandise, many special offers and other things. Many more of these scientific studies have to be done to find the exactly perfect scent in fashion place that has all the advantages for businesses. After the business owners and marketing specialists have found the perfect and most interesting fragrance that they would like to apply to their store, they also have to find the perfect location for the diffusers to work effectively. This depends of course on how big the fashion store is, how many and how big diffusers are needed, and the question of how much of liquid scent is needed is also important. The diffuser location would be some place with high customers traffic, for example doorways, any narrow places, where customers have to get closer to the products and of course, near the product you would like to sell more of. Also, important thing is making sure there is enough ventilation in the shop, so the air gets always pushed and making sure there are no air flow going outside, like opened windows for example, doors are necessary evil in this case. The main objective of submitted paper is to point out on aroma marketing using directly in fashion retail stores and its impact on customers based on available theoretical literature sources.