This study examines shopping orientation regarding bedclothes and the effect of the segmentation of consumers on the image of Hanji yarn bedclothes derived from mulberry fiber in order to contribute to the development of Hanji bedclothes products and consumer marketing segmentation. Data from 294 questionnaires filled out by female consumers in their 30s to 50s were used for statistical analysis. The shopping orientations for bedclothes are classified into six groups (trend oriented material oriented price oriented convenience oriented individuality oriented and assurance oriented). Consumers were subdivided into four consumer segments (show-offish self-confident reasonable and unconcerned case) based on shopping orientations for bedclothes. The images of Hanji bedclothes are categorized into four types (classic practical aesthetic and natural) as related to the shopping orientations of consumers. In terms of consumer segmentation the ``reasonable`` segment is more likely to consider the ``classic`` image of Hanji bedclothes as the highest image value; however the ``show-offish`` segment provides the highest value to the ``practical`` image as compared to other segments.