Social media is a much in todays fashion society. I am currently checking designers instagram posts and twitter accounts for their new lines and social events. Uniqlo knows this, they know to keep up with their current fashion competitors they have to up their social media strategy. They now have a digital retail experience for their customers, all customized to the region of the world they live in. They have 13 different sites according to where the customers are from, but they all stay within the Uniqlo “made for all” company vision. This connects to the Zeitgeist because Uniqlo is creating their “now” with social media.