This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self-directed values and social affiliation values, self-directed values were the underlying determinant of needs to be satisfied by apparel products. Among the three types of needs identified to be satisfied through apparel (i.e. experiential, social and functional needs), experiential needs were the most important needs that influenced apparel purchases of female consumers in both Asian markets. Consumers in both country markets exhibited brand loyal behavior in apparel purchases, fulfilling all three needs. Author: Jai-Ok Kim Auburn University, Auburn, USA Sandra Forsythe, Auburn University, Auburn, USA Qingliang Gu Dong Hua University, Shanghai, People’s Republic of China Sook Jae Moon, Ehwa Woman’s University, Seoul, South Korea