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How Is Shein Overtaking The Global Fast Fashion Industry?

shein logo

Shein is taking over. The women’s wear brand from China has been making waves since 2008 when it first started to take off all over the world. Initially, it was popular for fitness gear and swimwear, and then they quickly expanded their line of clothes to include dresses, skirts, pants, shirts, and more.

Since then they’ve been expanding their line of clothing each season as well as opening popup stores in the U.S., Europe, and East Asia. They’re also branching out into homewares and beauty products. They also have tonnes of other fashion brands under their wing. These brands are renowned for ripping off designs from designers.

It’s no wonder that Shein is a household name here in the U.S., they’re garnering so much buzz. The brand has come out with some of the must-have clothing, and they’ve got strong lines. That’s why they’re so popular… and now it seems like the brand will only continue to make more waves as it ramps up its expansion plans.

How did Shein get so big?

Shein recently took over Amazon as the most downloaded shopping application. With its popularity and its worldwide appeal, it’s no wonder that everyone is talking about Shein right now. Shein is a company that is changing the game with its fast-fashion offerings.

graph showing upward trend
From Statistica

This site offers trendy, on-trend fashion at affordable prices. Shein has been available as an app for iOS and Android since 2013. The company has now become the most downloaded shopping application on iPhone and iPad.

Shein is becoming a worldwide company with its popularity in North America, the UK, and Europe. The company is also starting to look towards mobile platforms such as WebOS and Android. The explosive success of the Chinese company has put pressure on other e-commerce sites in emerging markets.

Several new large retailers are following suit with their own fashion on-ramps since they fall short of satisfying the growing demands for fast fashion in China. The Chinese will not settle for less than their current standard of prices when it comes to cheap trendy clothes, so many other companies are quickly trying to keep up.

@shein_officialHands up if you’re loving these dresses 💖🙋🏼‍♀️ @kerina.wang ##SHEIN ##SHEINgals ##summerdress♬ original sound – SHEIN

One of the reasons that Shein is so successful in emerging markets is its business model. The company has a straight-to-consumer business model like Amazon. They source quality clothing items from all over the world and then list them on their website. Ecommerce merchants can tap into new markets by selling their products online on sites such as Shein’s platform. They also allow consumers and e-commerce partners to give feedback on new products.

Their assembly line integration allows for quick shipment times and fast delivery, which appeals to almost everyone everywhere. The Chinese market is as big as it gets when it comes to investments in all different kinds of industries, so more money will be flowing into the company in the future.

TikTok and Hauls

@shein_officialVacation Essentials with @kirakosarin 🌴##SHEIN ##SHEINvacaymode ##summervacation♬ original sound – SHEIN

Shein also took a huge leap by investing in influencers before it was a trend. And it is definitely paying off. If you have ever been on TikTok, you will surely come across fashion trends and massive hauls. And Shein funds influencers for hauls to make TikToks about their purchase.

And they are quick to copy fashion trends as well. Shein manufactures clothes and accessories the moment they start getting popular. The appeal of Shein is mostly garnered around younger millennials and GenZ. And they have a perfect way to target these potential customers through TikTok.

TikTok has been a massive success among GenZ and so has Shein. They have left their competitors- Zara and H&M far behind. And are also being called the “TikTok of Fast Fashion”.

Also read: Slow Fashion: An Introduction