Since the Covid-19 pandemic started in 2020, it has created fear and disorder in the society. Because of restrictions, fear and economic situation, physical fashion stores have suffered huge losses. Since the pandemic started, fashion stores could not offer the same shopping experience to their customers. Therefore, the purpose of this thesis was to explore how the Covid-19 pandemic influenced customers' shopping experience in fashion stores with the focus on factors that created consumer value. To collect empirical data, three focus groups were used. The findings showed that customer-employee relationship has changed because of the Covid-19 pandemic. Since many customers wanted to avoid interaction with employees, it was difficult to create value through customer-employee relationship. However, the influence of store atmosphere and store environment on consumer value seemed to remain the same as before the pandemic, even if there have occurred new elements that influenced customer shopping experience. This dissertation provides insights into customers’ perspective on how the shopping experience has changed because of the Covid-19 pandemic. This thesis contributes to physical fashion stores as they can understand the different types of customers and their view on the shopping experience and its value creation. Moreover, this thesis contributes to store managers' knowledge about how to handle similar situations in the future.