The purpose of this study is to investigate the effect of fashion innovativeness on various types of Thai consumer shopping behavior using structural equation modeling. Applying USA measurements of shopping behaviors, findings indicate that fashion innovativeness was associated with the shopping behaviors of mingling, browsing, sensory stimulation, kinesthetic experience and being pampered. Unexpectedly, bargain hunting is found to have a significant positive association with fashion innovative shoppers. The results enhance researchers’ and marketers’ insights towards understanding fashion innovators’ shopping behaviors. It thus contributes to academic research and provides initial background findings related to fashion innovative shoppers.