As discussed, business processes can be simplified through the implementation of mobile apps. Cell phones no longer function solely as a communication device. They can now be used to perform a virtually unlimited number of activities. The implications this has for the clothing retail industry are very relevant. Mobile apps help fashion brands in several ways, including allowing them to send the latest tips to customers and sell products indirectly. Companies like Forever 21 and H&M use photography apps like Instagram to help promote current sales and the latest trends. The clothing industry is progressing with technological advancements to speed up the work process at every possible stage. Companies are beginning to develop applications as tools to monitor and speed up different parts of the clothing manufacturing process to minimize losses and maximize revenue. Apparel retailers now realize that today's buyer is completely mobile, which has big implications for business. Acting largely as a sales enabler, mobile apps are important for the following reasons: • The consumer wants the shopping experience to be available anytime, anywhere. o Through the use of mobile applications, consumers will have the ability to make a purchase or create an online shopping experience anytime, anywhere. • Clothing and accessories are among the most popular mobile purchases. o According to comScore, as of September 2011, digital purchases (music, e-books, TV episodes, movies) were the most popular mobile purchases at 47%, followed by sales of clothing and accessories purchased directly from the retailer at 37%. %.• Mobile shopping is not just a trend; it's a way of life. o Virtually everyone has a cell phone or other mobile device. According to Google Insights, 4 out of 5 smartphone owners in the United States use the phone to shop. A survey of 5,013 smartphone owners in the United States found that 79% of them use a smartphone to shop. (Source Name) Martin Chandra leads one of the fashion industry's hottest startups, as CEO of Poshmark. Chandra entered the fashion industry after working for ten years in the technology industry. He launched his business from mobile rather than web, which is what most businesses have done in the past and still do. Starting with mobile, Poshmark eliminated the shopping cart, making purchasing decisions more accurate and reducing checkout times. As an expert in the field, he believes mobile apps are the future of fashion..