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This paper examines how Greek consumers perceive fashion brands and their symbolism, as well as their attitudes towards fashion advertisements and shopping for clothes. The investigation was based around a research methodology using quantitative analysis with appropriate statistical, as well as qualitative techniques, on two random surveys of Greek consumers, aged 18-35. The surveys took place in 2007 (N=66) and 2011 (N=137) respectively. The findings confirm differences between female and male buying behaviour, especially in terms of what, why, when, and how they buy. These are also crossed with income level and level of education, to illustrate the consumer landscape before and after the outbreak of the financial crisis in Greece. Theoretical and practical implications are discussed.