The present paper aimed to identify which attributes e benefits women consider to be more important during the alternative evaluation stage of the decision making process, which happens before the purchase decision, for fast-fashion clothing. The studied subject has great relevance since it makes it possible for fast-fashion companies to identify and understand what their consumers consider important on clothing providing them with information that help elaborate focused production strategies. Authors such as Michael R. Solomon, Naresh K. Malhotra, James F. Engel, Roger D. Blackwell and Paul W. Miniard were used to provide a theoretical base to the study. Also, a quantitive research of descriptive nature was applied within a convenient sample of 357 respondants, limited to women who live in the metropolitan region of Rio de Janeiro and are consumers of the following fastfashion stores: CEA, Forever 21, Leader, Marisa, Renner, Riachuelo and Zara. The results found with the specific sample showed that the attributes women consider to be most important are the product s modeling (confection), and its versatility, which allows women to match the piece of clothing to many others. Regarding the benefits, it was found that women consider the physical benefits to be more important, such as the comfort provided and the aspect of how well the piece suits the body.