For example, in fast fashion, consumers buy the latest, novelty item because producers market styles that pass with the seasons. There is pressure on producers to advertise an increased number of "seasons", creating new styles so consumers can update their wardrobes often by buying cheap and flimsy, yet stylish clothes to keep up with current fashion trends.[24] Items that once were considered durable items are now almost exclusively disposable, so it is actually more difficult for consumers who want a durable version to find anywhere selling one. The shift to disposable was ostensibly because of reasons such as convenience or hygiene, even if the inconvenience of using a durable version is very slight, or there is no proven increase in hygiene.