For almost 50 years, Sweden’s Hennes and Mauritz, more popularly known as H&M, has been one of the leading retailers for “fast-fashion” all over the world.

For many college aged shoppers, H&M is a favorite, offering affordable fashion and featuring some of the worlds most renowned designers.

Now, as we move into an age of instant indulgence, with online platforms and apps for virtually everything, it’s no surprise that H&M announced Sunday they, too, will be joining the party in 2011.

What does this mean for college towns like Columbia? Although Columbia is full of small boutiques and specialty stores, college students are usually more familiar with brand-name retailers, and for those not housed in Columbia Mall, such as Forever 21, A|X Armani Exchange, Rugby by Ralph Lauren, American Apparel and Urban Outfitters, students usually resort to online shopping.

Now, with H&M becoming a part of this evolving market, students might have even more reason to buy online.

Will this impact Columbia’s retail circuit?

Some students think so.

Sophomore Alexandra Gerber said the new move will make it a lot easier to shop for social events.

“It’s like once you know your size, you can buy everything there,” she said. “I’m excited, its definitely one of the main stores I shop at at home.”

Sophomore Rachel Zang agreed.

“(H&M) has really up-to-date styles at a really good price,” Zang said. “I don’t usually go to the mall here (in Columbia), I usually just go home (to St. Louis) and shop.”

She advises students to know their sizes, because they run different than most retailers.

In an article featured in October’s Surface Magazine, titled “Design on Delivery,” journalist Dana Thomas was quoted, saying “What I do know is that (the Internet) brings clothes and items to people who would never have access to them otherwise….meanwhile stores are expanding around the world to secondary and tertiary cities, they are also closing them due to the economic crisis. So customers that want to look nice can order online.”

Whatever the future of fashion holds, one thing is for sure—the internet isn’t going anywhere.