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As consumer preferences shift toward conscious transparency, traffic to Zara, Topshop and Forever 21’s sites dropped considerably. While these fast-fashion brands once exemplified the ability to respond quickly to consumer demands, a new class of disruptive brands has raised the bar for digital sophistication. While many have yet to become household names, site traffic to digital upstarts like Interior Define, Everlane and M.Gemi increased faster than the majority of traditional specialty retail brands in 2019.