Matt Katz, Managing Partner and Head of Retail & Consumer Packaged Goods spoke with The Atlantic about the rapid growth of ultra-fast fashion retailers. Matt explains how quickly the industry has embraced digital last year, “We’ve seen an incredible sprint to digital. What would’ve taken seven years has taken seven months—or seven weeks.”

He explains to The Atlantic that because these companies are digitally-native, they have been able to use rich customer data to create ultra-targeted shopping experiences. “They know that first-time customers like to see this product category or customers from this geographic area like this color palette.”

Read the full article here.

Matt Katz serves as a Managing Partner and heads the Retail & Consumer Packaged Goods and Private Equity practices at SSA & Company