these days, all department stores make an effort to provide their clients with valuable products in order to project the best image for them. as a result, clients’ comprehension risk will decrease and they will be more willing to repurchase. having a good image is really important for the department stores because it makes an impression on clients’ comprehension of both quality and risk. considering carried out examinations by the research, a kind of research that evaluates the effect of these factors (especially in the field of clothing) has not been done. in this research, the effect of department stores’ images on clients’ willingness to buy has been studied. the present research is a discriptive survey research. the opinions of 410 patan jameh customers have been collected by questionnaire and analyzed by spss and lisrel software. in order to analyze data, factor analysis strategy (discovery and confirming) and structural equations were applied. according to the results, there is a positive relation between image of department store and quality of brand, perceived value and clients purchasing intention and also between image of department store and clients purchasing intention; moreover, there is a negative relation between image of department store and perceived risk and also between both perceived risk and perceived value. between quality of brand and perceived risk, and quality of brand and perceived value, no considerable relation was found.