The purpose of this research was to investigate the effect of the desired sportswear benefits on the sportswear image preferences and store patronage according to store type. The subjects were 773 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, multiple regression, and t-test. The results showed that there were five desired sportswear benefits: figure compensation, status ostentation, comfort, individuality, and youth-orientation. Sportswear image preferences consisted of four factors: innovative, luxurious, simple, and active. Store patronage encompassed department store, franchise store, discount store, wholesale store, internet, TV home shopping, and catalogue. Statistical analysis showed that there were significant effects of desired sportswear benefits on sportswear image preferences and store patronage. For example, the more consumers desired figure compensation/sex appeal benefits from sportswear, the more they preferred innovative, luxurious, and active sportswear images and the stronger was their patronage of department stores. The study also showed differences between male and female consumers in regard to sportwear benefits sought and store image preferences. The implications of the research were discussed.