Problem definition: Today, the Coronavirus pandemic is a highly relevant topic since it affects all parts of society. However, research regarding its effects on consumer behaviour, especially concerning rarely purchased products such as clothing, is limited. Additionally, the clothing industry has been widely and negatively affected by the Coronavirus pandemic. Hence, the clothing industry has been investigated further in this study. Accordingly, the problem found is that there is an absence of research concerning how the Coronavirus pandemic has affected the consumer decision making process in regard to buying clothes. Purpose: To examine the decision making processes for consumers in Sweden during the Coronavirus pandemic, when it comes to buying clothes. This in order to generate an understanding of how these processes might have changed during the pandemic. Furthermore, managerial implications regarding how to act during pandemics are stated. Research question: How and why has the consumer decision making processes, in regard to buying clothes, changed as a consequence of the Coronavirus pandemic in Sweden? Results: This study has generated seven conclusions regarding how and why consumers’ decision making processes have changed as a consequence of the Coronavirus pandemic. Additionally, five managerial implications are presented. The major findings include a new and reduced need of clothing, an acceleration of the digitalization, and that social factors are more important than economic factors during a pandemic when it comes to buying clothes. These conclusions and managerial implications present and provide the knowledge contribution.

Social media is getting more and more important for both customers and companies as the use of social media increases each year. Previous research shows that there is a positive link between the use of social media and online shopping. The purpose of this study is to explore which factors that drives the purchases of clothes online. The factors studied are the traditional factors price, quality and word-of-mouth and the digital factors electronic word-of-mouth, influencers and ads on social media. The study has been limited to the social platforms Instagram, YouTube and Snapchat. In the study a quantitative method has been used and data was collected through a survey. The data material consists of responses from 145 respondents and have been statistically analysed through a bivariate and multivariate analysis in SPSS. The result shows that the factors that have an impact on the customer's online shopping behaviour are price, eWOM, influencers and ads, and that Instagram is the platform where customers are most affected. The study has contributed with an increased understanding of the factors that influence the customer's online clothing purchases, and what social media platform companies should focus their marketing to. The study has also shown that eWOM is becoming more important for customers compared to WOM, which has decreased in relevance for the customers in this context.