Every individual in today’s society is witnessing rapid changes in society and the economy. Economics is primarily a social science that aims to meet the needs, desires, and demands of consumers, with a profitable outcome. Marketing deals with the problem of meeting the needs, desires and demands of potential customers. The market is full of sellers who are trying to fulfill the above mentioned with their efforts. In order to achieve a profitable business, differentiate, and position themselves well, it is first necessary to segment consumers into smaller, more homogeneous groups. In a saturated market as it is today, consumer attention becomes more difficult and expensive to obtain, and in order to make optimal use of this attention, the knowledge of psychologists is required. They systematically and continuously investigate the causes of consumer behavior, their motives, characteristics, etc... This paper will thoroughly analyze the psychological components in marketing strategies, describe the current state and needs of the market, explain the importance and types of segmentation and finally describe in detail the results of research (secondary and primary) to get a final, complete picture. The author's decision to conduct an analysis of the role of psychology in marketing on the example of the online retailer ASOS, at the time the optimal choice in terms of this paper’s needs, will also be argued. The reader should be aware of extremely rapid changes in trends, and that certain research results may not be valid in the future.