An economic crisis, which is often also called an economic crisis in the literature, refers to the stagnation or decline of economic activity. A decline in economic activity has severe consequences for numerous factors such as the level of production, income, or employment. The characteristics of an economic crisis are a glut of unsold goods, a fall in prices, a fall in the value of securities, an increase in interest rates, illiquidity, bankruptcies, stoppage of investments, dismissal of workers, reduction in the use of production capacity, and the like. The previously described situation creates numerous problems at the local or global level because the general state of the economy deteriorates. The causes of the economic crisis themselves can be numerous, and the most common causes of the economic crisis are political, financial, interruptions in trade flows, and the like. This paper theoretically explains the economic crisis and lists the main economic crises that have occurred throughout history and their impact on business. For the company to survive in the market, it is necessary to use numerous strategies that represent a way of fighting the competition while defining the company's competitive advantages and implementing the given strategies. In a period of economic crisis, well-laid strategies for every company are extremely important, therefore this paper lists the strategies that should be applied during the economic crisis. Part of the paper deals with describing marketing strategies on the concrete example of the company Zalando SE during the last crisis caused by Covid-19.