The goal of this study is to understand the relationship between retail therapy (RT) and college students' reasons for exercising, perceived physical fitness, and psychological distress. A total of 204 usable responses were collected from female college students, with an average age of 20.69 years old. The effect of RT is significantly more positive for individuals who engage in exercise for appearance purposes and for individuals who experience psychological distress more frequently. However, the effect is negative for individuals who perceive their bodies as physically fit. Fashion-oriented consumption should be understood in tandem with exercise and physical fitness for people who have psychological distress and a distorted body image.