The study examined gender differences in fashion consumption in reflecting to retailing-store characteristics. Observation was conducted in the five different retailing-stores to notice various store displays and consumer behaviors between women and men. Information from various sources including journals, books, stores’ magazines, and stores’ websites were used as additional data in complementing to observation technique. The study found that female were gather shoppers who went shopping for reasons of enjoyment and relaxation. Thus, they like spending time browsing for comparing price, products, and quality. On the other hand, men were hunter shoppers who went shopping for need-driven. As a result, men preferred shop where they can search for their intended items easily. Similarly, shop characteristics were found to reflect and adapt to consumer behavior by gender. / Program: Magisterutbildning i företagsekonomi