The purpose of this study were to (1) suggest that the combination of self-concept and innovation-theory could help in fashion marketing strategies and (2) to find unique characteristics of fashion innovators in self-concept. For this purposes, the self-concept theories and the related research studies were reviewed, and a valid and reliable self-report scale was used to measure fashion innovativeness for 236 female college students. The t-test were used to compare the self-concept items between innovators and followers. The results are as follows; 1. The fashion consumption is a manifestation of self image and consumers choose products that are consistent with their self-concept. 2. Fashion innovators describe themselves as more modern, indulgent, colorful, vain, liberal, delicated, dominant, and organized than followers. The implications of the findings for fashion merchandising are discussed.