The aim of the present study is to analyze how Thai consumer’s product involvement affects a broad spectrum of shopping behaviors in the context of fashion clothing, using structural equation modeling. We also intend to confirm the results of six shopping behavior constructs obtained in a previous study carried out in the US, applying their components to a Thai consumer sample. Results showed that fashion involvement was positively correlated to the enjoyment of mingling, browsing, bargaining, sensory stimulation, kinesthetic experience and being pampered. This study provides contributions to academic research and offers suggestions for fashion retailers to manage their retail stores and effectively match the shopping behaviors of consumers with high fashion involvement.