In less than a decade social networks greatly increased and revolutionized the means of communication in the internet. Blogs appeared as the online version of personal diaries and multiplied itself after its new uses of its communication tools were discovered. Thus, the work in question assess the theories of consumers decision making process and its influences to try to understand how blogs may influence the consumer habits its readers. In the empirical phase of this study two actions were taken. In the first, interviews with both authors and readers of fashion blogs were made and in the second, questionnaires were filled out and collected from fashion blog readers. After analyzing and interpreting the collected data, it was concluded fashion blogs do influence consumer habits of its readers.