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Scarcity due to supply, demand or in time is all factors that affect consumers´buying behavior. The scarcity principle describes how scarce resources appear moreattractive to the customer's eyes than unlimited does. When something is scar thecustomer often draws parallels to the quality and price, that the product will bemore expensive and better. People hate to be deprived of choices. When a certainproduct is scar, the customer will desire the product even more. If a product is soldonly in "limited edition" for some time it seems that it is more attractive than if itwere sold in the ordinary range.In this paper, we have gathered relevant theories to describe how different kinds ofscarcity affect the customer's purchase process. We have chosen to only focus ourstudy on buying behavior when it comes to fashion and clothing. This because wehave found that few studies are conducted in this area.In theory scarcity has a significantly impact on customer buying behavior. What weare interested in investigate is how this works in practice. Therefore, we conductedqualitative interviews and an experiment in the actual buying situation andenvironment, to find out how customers were affected by the shortage dilemmas weinflicted on them.We found that our hypotheses about scarcity were partially true. The results showthat the phenomenon works in practice. Examples of factors influencing purchasebehavior when there were scarcity was; type of shop, sex and interest in the product.