The culture of consumption has changed among the fashion retailing market, consumers now want to fulfill their desire for products instantly. ‘Fast Fashion’ consumers have been influenced by the “see now, buy now” phenomenon fuelled by social and digital media, moving away from the traditional production chain and in-store shopping experience.  Tapping into this previously unmet consumer need ‘Fast Fashion’ brands are disrupting the market and engaging their audience through digital mediums such as Augmented Reality (AR). Here are some brands that got creative with the new trend.