16 This study investigated attributes used by consumers of fashion items by consumers in the United States and Austria. Based on a review of previous research on fashion adoption and cross-cultural studies of fashion behavior, research questions were posed. Fashion leadership and innovativeness in cross-cultural situations has not been well understood. This study examines the differences that may exist and therefore offers implications for market segmentation, promotion, and retail strategy. A questionnaire was constructed, tested, and administered to subjects at two academic institutions, one in the U.S. and one in Austria. Results indicate that U.S. and Austrian consumers use different sets of attributes in their purchase decisions. This research used subjects from academic institutions in two nations. Caution must be used in generalizing results. Future research should extend to subjects in other national markets. Goldsmith’s and Hofacker’s Domain Specific Innovativeness Scale has not been validated to effectively define fashion leaders and fashion followers in all nations. The identity and use of attributes by consumers in any decision is dynamic and may not adequately represent the attributes used by consumers at the time of the study. https://jbrmr.com/details&cid=16 https://jbrmr.com/cdn/article_file/i-4_c-16.pdf Volume 05 Issue 1 4 2010-10-01 2012-02-24 no Austria United States fashion retailing fashion purchase behavior fashion adoption none 606908 53 0 Charles J. Quigley Jr. Bryant University Elaine M. Notarantonio Bryant University