Since consumer behavior is related to both the short-term and long-term strategy of market strategies, as well as the future trend of its development, it is useful to thoroughly research the further interaction between fashion innovation and consumer behavior. Marketing strategy could cover a wide range of decision-making processes, which reflected the relationship between the end of the supply chain, i.e. the customer, and the starting point, the designer or company. Products must be consumed to realize their value, therefore the specific objectives guiding the study are listed below: Critically evaluate the relationship between consumer behavior and marketing choice