The purpose of this study is to investigate consumer shopping orientation toward foreign brands in the context of clothing involvement, ethnocentrism, country-of-origin effects and demograpic variables. Prior to this paper, shopping orientation was studied in connection with ethnocentrism and country-of-origin effects. The questionnaire was distributed to 300 female consumers over twenty years old living in Pusan area and finally 213 data sets were used for statistical analysis. By factor analysis, 6 clothing involvement factors were identified; fashion interest, symbolism, pleasure interest, inclination to harmony, aesthetic expression and perceived risk. A result of canonical correlation analysis about shopping orientation factors and clothing involvement factors is as follows. Two shopping orientation factors (follow to foreign brands and country-of-orign consciousness) positively correlate with three clothing involvement factors (fashion interest, symbolism and pleasure interest), and two shopping orientation factors (preference to domestics and country-of-orign consciousness) positively correlate with anthor clohting involvement factor (percived risk). Anocova procedure revealed that five shopping orientation factors were related to clothing involvement factors, groups according to ethnocentric disposition, country-of-origin effects and demograpics respectively, even though there are some differences. Based on the conclusions, marketing strategies were developed.