The purposes of this study was to demonstrate the influence of fashion life-style, self-image and situational factors on consumer`s apparel store choice for satisfaction of varied needs and high efficiency of marketing activity. A questionnaire was developed to measure research subjects based on theoretical study empirically. The questionnaire was administered to 270 women aged between 20 and 30 in Seoul. The results analyzed by factor analysis, cluster analysis, χ^２-test and oneway-anova. The results of empirical studies were summarized as follows: 1. Segmented groups of fashion life-style were classified practical/planning group, fashion­leader group, and shopping-oriented group. And store types which were prefered by those groups were department store/shopping center. 2. Segmented groups of self-image were classified actual-seeking group, modernity group and confidence group. And store types which were prefered by those groups were department store/shopping center. The Forecast of store choice on the base of self-image was showed that customers choose the store incongruous with self-image. But when it was analyzed each actual store choice. The Choice of high frequancy was congruous with self-image except for a specialty store/brand named outlet. 3. The significant differences could be found in choice of the store under particular purchase situations and especially at department stores and specialty store, their preference tended to be stronger as the degree of the store`s involvement was hightened, but in the case of the generalization stores and the permanent discount stores, even though the degree of that involvement was low, their preference showed the same tendency.