This was exploratory study to examine the importance that female consumers 18 years of age and oledr place on the store environment, which was represented by 12 environmental dimensions. The researchers assumed that a consumer's shopping orientations and the usage situation(i.e. the occasion for which an apprel item was purchased) influenced the importance placed on environmental dimensions. Specifically, consumers with different shopping orientations would indicate different ratings of the store environment. In addition, the researchers hypothesized that usage situation also influenced a consumer's importance ratings of the store environment. Results of the mail survey indicated differences in the importance ratings of environmental dimensions for several shopping orientation groups and for the usage situations. Implications for retail stores are suggested and future directions for research are proposed.