September 2014 to June 2015
Because of the impact of social media, consumers have a global view of what is going on every second of the day.
"Back in the day, 10 to 15 years ago, the only way you were clued into trends was if you were in the city where it was happening," Aimette said. "Otherwise, our only windows to the fashion world were through JC Penney and Sears catalogs! There was nothing else. Now, with a click, you can see what's happening in Hong Kong, in Cairo, in Copenhagen. There is accessibility into every nook and cranny."
Trends can bubble up in an instant, and replication can be immediate and instantaneous. "Fast-fashion retailers can see trends on the runways, streets, or festivals and translate them for their customers in a matter of weeks," Aimette added.
