Within the course of the theory of cultural consumption (CCT), this research aims to enlighten on the relationship between the consumer to hir or her system of consumption. The first part, qualitative, attempts to describe the nature of the relationship between the consumer and his or her system (the wardrobe in our case) through an anthropological study and a semiotic study. The data was collected by way of observation (video and audio taped) during usage experiences. The second part, quantitative, measures separately the sedimentation of value linked to usage and shopping experiences. Applied to the clothing market, results show the value of the organisational and systemic concerns (which merges with the utilitarian aspects of value). Three tools are adapted and applied in order to construct a segmentation of consumers. The data allows us to confirm the reliability of our measurement scales and to suggest typologies based on usage and shopping, experiences which underlines the real link between the two consumption experiences as long as we take into account the system of consumption.
