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The fashion market is highly dynamic, and characterized complexity, abstract phenomena and creativity. Further, differences between factors such as gender, countries and social classes pose increasing challenges to fashion companies and researchers active within this area. In light of these facts, the value of creating tools that help companies and professionals active within this industry becomes evident. Much research has been focused on creating a more thorough understanding of its underlying logics and its main drivers from a business perspective, whereas knowledge regarding fashion consumers and what drives their behavior are more limited. Through this study, insights about the Swedish fashion market and its consumers are generated. Initially, 12 qualitative interviews with fashion professionals are conducted in order to provide an inside-out perspective on the market and its main drivers. These insights are tested for 13 different fashion brands and 100 different clothing items within the ready-to-wear segment on a panel of 210 consumers. Key insights from this study are a strong support for social acceptance and personal appearance as drivers of consumer attitudes, intentions and perceived degree of fashion, the three dependent variables in the study. Further, perceived quality, aspiration groups and perceived novelty has proven to somewhat explain variation in the dependent variables. Conclusively, no support was found for the conviction of the fashion company as a driver for any of the dependent variables.