Because of its affordable prices and clever social media strategy, the Chinese shop, Shein is swiftly becoming one of Generation Z’s favorite fashion labels.
You may be familiar with the fashion retailer Shein if you’ve browsed and bought things on TikTok for a while. But in my opinion, the term “familiar” doesn’t adequately describe how omnipresent the brand is, at least online. Shein torments me could be a better description. As a consumer who falls firmly inside the brand’s target demographic — a woman in her 20s, who buys most of her items online — I encounter Shein-related content almost every day, algorithmically fed to me through Instagram adverts, YouTube hauls, and viral TikTok recommendations.
Shein has gained cult status among young ladies worldwide because of its ubiquity, particularly on TikTok. Shein is founded in China, although it supplies 220 nations, with the US being its most significant market for customers. Shein, which holds the top spot in more than 50 nations, initially surpassed Amazon in June to become the most popular US shopping app on the iOS App Store. This follows a pandemic year of record-breaking sales: Shein reportedly earned close to $10 billion, marking its eighth year in a row of revenue growth exceeding 100%.
On the retailer’s website, there are tens of thousands of styles, and every day, roughly 1,000 more are uploaded. To put things in perspective, this production rate is even quicker than the “ultra-fast” websites that rule the fast fashion era of Instagram; Missguided and Fashion Nova, for instance, regularly release approximately 1,000 new styles a week. Shein’s corporate philosophy is similar to that of its fast-food forefathers in that it adheres to the maxim that more is better and that excess can be made accessible through enigmatic low prices, with no regard for the costs to the environment or labor force transparency.
However, Shein’s rise to prominence as a fast fashion titan cannot be exclusively credited to the cost of its products or to its pervasive online presence. The retailer is also nonexistent in the real world, at least not in physical stores, though it has previously held pop-up events there. In contrast to the old school of quick fashion, whose expansive, well-lit storefronts were evidence of their supremacy, Shein seemed to have risen out of thin air into the mainstream. However, an investigation by Apptopia found that Shein is so far ahead of rivals like H&M, Zara, and Asos that making comparisons between the two is challenging.
Pic credit: Voz
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