Fashion industries are incorporating sustainable standards, but enhancing their operations requires consumer preference. Global lockdowns in 2020 exposed the insecurity of the consumer fast-fashion business model. Even though the COVID-19 epidemic has already affected the health of people and communities worldwide, it continues to expand at an accelerated rate.The patterns and habits of a population affect all components of its resource utilization, including the purchasing and wearing of clothing.Customerbehaviors related to the fashion industry have seen the most noticeable effects. This study aims to examine and contrasts modifications in cloth purchasing habits during COVID-19 in four nations: Iran (IR), the United Kingdom (UK), India (IN), and Switzerland (SW). The data was collected with the use of standards and goods that included both closed- and open-ended questions.Theinductive qualitative content analysis and descriptive quantitative analysis of these questions were then used to examine the data. These four nations have suffered the largest reductions in shopping frequency with their percentages: India (77%) and Ireland (71%), the United Kingdom (68%), and the United States (63%) according to data.It was noted that the most significant reduction in shopping frequency was progressing.It was observed that the modifications in shopping decisions resulted from consumers' reflective reconsideration of their requirements and reputation in the fashion industry.Since each nation has its method of data collection and survey distribution, the overall response costs range.