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The period of economic recession is causing many reversals in the economic, political and social context of a whole and a country in general. This work is based on the resulting changes in the apparel industry and extends to the consumer behavior and in particular the factors affecting it, the stages of the purchasing decision and the trends that follow as a consequence of the economic downturn. Then, the research is under way to capture trends in purchasing power, in the light of consumption, possible changes caused by the recession and more thorough search for information. It is a fact that consumers have been forced to adapt to new data with obvious actions such as more extensive comparison of products and stores before completing a purchase. In addition, they have reduced spending on clothing, avoiding spontaneous purchases, and at the same time buying only during rebate periods or only bids. Obviously, the economic downturn has led to a new consumer model, which prioritizes its needs and appears more prudent and rational about its markets.