This study examines the characteristics of consumers on the ambivalent clothing consuming behavior and the relationship of relevant variables. The data were obtained from 400 females over 20 years old who lived in the cities of Daejeon or Seoul in October in 2009. The values consist of four dimensions: success-oriented value, social value, family-oriented value, and individual value. Value-conscious consumption consists of two dimensions: emotional value-conscious consumption and functional value-conscious consumption. The aforementioned four dimensions of value have positive effects on ambivalent clothing consuming behavior. In addition, emotional value-conscious consumption has a significant relationship on all 5 types in ambivalent clothing consuming behavior. The findings of this study are expected to be used to find niche markets and establish advanced advertising strategies.