Nowadays industrial competition requires every company to compete in improving the quality of products or services produced. It’s not only occurred in the basic needs such as food, but also in fashion, one of which is a ladies bags. The favourite of ladies bags is shoulder bags. All of brand have this type, but until now they are same one each others without extra function. To win the industrial competition and hold up the consumer, bag’s producer must satisfy them. The aim of this study was to determine the product attributes Shoulder Bags that affect the needs and customer satisfaction as well as and also the priority of attribute that should be developed to improve customer satisfaction. Respondents consisted of 100 women who have or used shoulder bags. The desired product attributes and attribute priorities to be developed were analyzed using Fuzzy Quality Function Deployment. Fuzzy logic is used to model the uncertainty caused consumer requirements are always ambiguous and has several meanings. The results showed that attributes of shoulder bags are having a pocket battery charger, has a durable material, bags protect gadgets from bumps and scratches, lock system is rotate buttons that easily to open, the bag is impermeable to water, the shape is rectangular, has a long strap that can be removed, the bag is not easily to unclean, strong stitching bag, has a hook for keys and ornate scarf. Priority development of enhanced prior to customer satisfaction is thick bag material, bag size, mounting tote handle and detachable suspender, mounting hook for a place to put locks and set of pocket battery charger. 
Keywords: Customer needs, Product attributes, Fuzzy Quality Function Deployment, Shoulder bags