So what makes Shein so special? The answer might seem simple (two words: supply chains), if not for its influence over ever-changing trends and its impact on fashion consumption. Yet, Shein is so far ahead of competitors like H&M, Zara, and Asos, according to an analysis by Apptopia, that it’s difficult to compare them. Shein appeared to have sprung out of thin air into the mainstream, unlike fast fashion’s old guards, whose spacious, brightly lit stores were proof of their dominance.
The retailer is also nowhere to be found in the physical world - at least not in brick-and-mortar stores, although it has previously hosted in-person pop-up events. Yet Shein’s emergence as a fast fashion juggernaut can’t solely be attributed to the price of its clothing or its ubiquitous internet presence. One Twitter user recently observed that $280 spent on Shein can create a year’s worth of outfits. The wardrobe possibilities, it seems, are endless. In fact, there are entire sections on the site that help customers clinch the cheapest deals: A shopper can browse for tops under $5.99, dresses under $9.99, and clearance items under $5. Shein’s business model, like that of its fast forebears, abides by the tenet that more is better, that excess can be made accessible through mysteriously low prices, with little care for environmental costs or transparency about its labor part two no one asked for <3 #foryoupage #fyp #foryou #shein #sheinhaul ♬ original sound - bhaddiebeatsĪ skilled Shein shopper can theoretically buy an entire outfit, accessories and shoes included, for $30 or less. For context, this production pace is even speedier than the “ultra-fast” sites that dominate fast fashion’s Instagram era Missguided and Fashion Nova, for example, reportedly release about 1,000 new styles a week. There are tens of thousands of styles on the retailer’s site, and each day, about 1,000 more are added. On TikTok, a recent crowd favorite is Shein’s cross-wrap crop top - a $13 garment that resembles a halter top, but with a strategically placed cutout that reveals extra cleavage. Friends and coworkers have recommended Shein swimwear and dresses to me in casual conversation, over text and even on Slack. In fact, it has cemented its reputation among regular people, particularly Gen Z shoppers, who promote the brand through unsponsored clothing hauls and outfit posts on social media. But Shein isn’t a brand made for and peddled by the rich and famous.
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Shein has collaborated with well-known musicians (Katy Perry, Nick Jonas, Lil Nas X, Tinashe) for concerts and events and, like its trendy competitors, has sponsored influencers (Addison Rae) and created capsule collections with D-list reality TV stars ( The Bachelor’s Hannah Godwin, The Only Way Is Essex’s Amber Turner). This SHEIN app is injurious to my bank balance- Khaveesha July 12, 2021 Shein had enough in its coffers to place a bid to buy Topshop in January, which it ultimately lost to Asos. The retailer is also one of the most talked-about brands on TikTok and YouTube, and the most visited fashion and apparel site in the world, according to the web analytics platform Similarweb. This comes after a pandemic year of record-breaking sales: Shein raked in close to $10 billion in 2020, which was reportedly its eighth consecutive year of revenue growth over 100 percent. In June, Shein overtook Amazon for the first time on the iOS App Store to become the leading US shopping app, a title it holds in over 50 countries. And while Shein is based out of China, it ships to 220 countries, with the US serving as its largest consumer market. Shein’s ubiquity, most notably on TikTok, has catapulted the retailer to cult status among young women across the globe. As a consumer who falls squarely within the brand’s target demographic - a woman in her 20s, who buys most of her clothes online - I encounter Shein-related content almost daily, algorithmically fed to me through Instagram advertisements, YouTube hauls, and viral TikTok recommendations. Perhaps a more accurate description is: I am haunted by Shein. From personal experience, however, “familiar” doesn’t properly contextualize how pervasive the brand is, at least online. If you’ve spent some time scrolling and shopping on TikTok, you’re probably familiar with the fashion retailer Shein.
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