When you create an OS X guest on Fusion there are two options to specify the media to bootstrap the installation. The first method is not that obvious but is to create a new virtual machine and when asked to specify the installation disk, drag the OS X Installer application to the box on the screen.

Installation from App Store download:

Screen Shot 2014-11-07 at 18.55.34

Installation from Recovery Partition:

Screen Shot 2014-11-07 at 18.55.48


VMware Fusion Guest OS X Installation