A contemporary term used by fashion retailers whose low-cost clothing collections move, at a rapid pace, from the runway to the stores in order for consumers to purchase. The term can be applied to global fashion brands such as Zara, H&M and Topshop. These fashion retailers no longer have four different fashion seasons—they have 50-100 micro seasons in a year. Designs created by these types of retailers move at a rapid pace from the runway to retail stores. This term represents an unsustainable fashion cycle. In addition, it may evoke a negative connotation given that it is not associated with positive images.