Now, designs must go from Internet buzz to factory floor to a suburban mall in a matter of weeks. In response, Abercrombie has shortened its development cycle, adopted "fabric platforming"—buying a large quantity of a single material so it can be used to create a variety of clothing pieces depending on how trends bubble up—and expanded its U.S. and South American production capabilities in order to get clothes to market faster. Meanwhile, American Eagle has turned to Twitter and Instagram to reintroduce the brand to shoppers, and Aeropostale has partnered on a clothing collection with Bethany Mota, a teenager who runs a popular YouTube channel focused on fashion, hairstyling and makeup. All three retailers have reported slumping sales and declining profits. Abercrombie plans to close up to 70 stores this year. American Eagle will close 50 stores and its stock price has slid nearly 9 percent this year.