These days the decline in the economy has led to a decrease in consumers purchasing brand name retail goods.

It may be that consumers can no longer afford to maintain their shopping habits. The aisles of a high- end store that was successful during strong financial times may be vacant as shoppers flee to stores that offer more for their money.

The "brand name" stores have witnessed a steady decline in their sales while some stores with lower prices have seen increases.

According to retailsails.com, in August 2009, Nordstrom saw a 7.6 percent decline in its sales relative to the sales posted for the previous year during the same time period. High end teenage clothing retailer Abercrombie and Fitch saw a 29 percent drop in sales and Neiman Marcus watched its sales decline 16.6 percent for the same month.

The "brand name" stores have witnessed a steady decline in their sales while some stores with lower prices have seen increases.

It is stores with a less recognized brand name or stores that are considered discount retailers that have seen the biggest increases. They offer relatively low prices for good quality, fashionable clothing.

According to Gap Inc.'s Web site, gapinc.com, Gap reported a 6 percent drop in sales for October while its less expensive, more family-oriented sister brand, Old Navy, reported a 14 percent increase.

Similarly, Aeropostale reported a 9 percent increase in sales for August 2009, according to retailsales.com, and Kohl's saw its sales increase, although only slightly, by 0.2 percent.

Students are more likely now to make purchases from these brands because of the low prices these stores offer.

"Last year, I spent over $200 on a winter coat from Victoria's Secret, but this year I'm going somewhere like Old Navy where I can get one for less than $100," Alyssa Vallie said. "I'm beginning to see my winter jacket as an investment, and my money is valuable."

Students are not just buying from less expensive stores, but they are are finding substitute brands as well. These brands offer the same type of product but lack the expensive brand name to match.

Instead of spending over $200 on a North Face jacket, students may opt for a Columbia outerwear fleece for only $90. Rather than spend $275 on 7 for All Mankind jeans, students may purchase denim from Gap for $70.

I'm beginning to see my winter jacket as an investment, and my money is valuable. Alyssa Vallie

"This is the first year I bought Minnetonka boots instead of Ugg boots," Vallie said. "They are the same style and kind of shoe with the fur on the inside but I just didn't feel like spending all my money on Uggs."

It is not just clothing that students are cutting back on. It is other luxuries such as eating out, trips to New York City or spring break plans that are no longer within the realm of financial possibility.  

Yet while students continue to closely monitor their expenses, there are still some sacrifices they are not willing to make, no matter what the financial burden may be.

"Even though I have very little money to spend on fun things, I'll never give up buying magazines," Alyssa Longobucco said. "I buy so many a month, it's kind of ridiculous."

Other students choose to keep up with modern technology and will spare no expense at purchasing expensive items if it means they can have the latest cell phone, gaming system or laptop.

No matter what students choose to spend money on, they will be able to justify their shopper's guilt in some way.

"[Magazines] are what I want to do as a career," Longobucco said. "So I can justify it as future career research."

Editor's Note: This story was originally published in Marist University's My575. Published under the agreement of the Intercollegiate Online News Network. Click here to see the article in its original form.