Marketing practitioners misunderstand how consumers purchase and wear clothes. For academics, this lack of knowledge is a consequence of disregarding the symbolic aspect of garments and represents the main reason for the marketing inefficiencies. Those ideas lead us to wonder how signs of garment related to fashion marketing strategy. We follow a sequential mixed-method. First, we develop a bibliometric analysis, then we use those results to our content analysis, and the result is our discussion status. Afterward, we present our theoretical lenses, which we build following a qualitative approach. Also, we propose a conceptual model to fulfill the lack of knowledge about symbolic aspects in garment through a conceptual relation between signs of garment and fashion marketing strategy. Finally, our literature review shows that symbolic aspects help to create value for clients. For this reason, we recommend for future marketing research develop empirical verification of our structural model. © 2021 Slovak University of Technology in Bratislava. All rights reserved.