The digital world has created a generation that wants immediate gratification or what one consultant called ” I want what I want when I want it”.

Social media like Facebook, Twitter, and Snapchat provide an opportunity for brands to appeal directly to customers.  However, it appears now that the smart phone is seriously hurting brand fashions.  Consumers no longer want to wait for fashions to hit the stores, six months after the spring shows.   There appears to be a paradigm shift and the world of fashion may have to adapt to the shifting market.  Customers want to see fashions on the runway but want them in stores immediately.  Figure that one out as buyers have to place orders and clothes have to be manufactured.  This is going to be interesting:

http://www.nytimes.com/2016/02/11/fashion/new-york-fashion-week-smartphones-killing-off-runway-show.html?_r=0