This chapter explains how general business innovation in apparel retail happens in a fast fashion context; links retail innovation to the advent of social media influencer consumer culture; analyzes why fast fashion proliferation keeps on escalating while the commerce of product at higher price points is in decline; provides a global brand analysis of the main fashion labels, explains their product placement strategies, and contextualizes the relative size and importance of the fast fashion market; and outlines the issues of understanding customer expectations of quality, durability, and price in the redefinition of what is fashionable.