James Charles’ post has 5 five million views. Major YouTube stars have posted videos showcasing Shein products. Shein did not respond to requests for comment on this story. “Though Shein isn’t spending on YouTube ad units, it’s very likely paying influencers to do try-on hauls,” he said. Leibovich also noted that the data only covers the paid ads Shein is buying from platforms. Women ages 18-24 make up a plurality of its target audience in social ad spend at around 44%, and 25- to 34-year-olds make up another 20%, according to data provided by brand analytics platform BrandTotal.Īlon Leibovich, CEO and co-founder of BrandTotal, said Shein is “spending considerable dollars in social media ads and outpacing its rivals.” On TikTok, Shein has nearly 4 million followers and 27 million likes on its videos. The hashtag #sheinhaul has nearly 5 billion views as of April 8.ĭata on Shein’s marketing spend shows that, while Gen Z makes up the bulk of its target audience, it isn’t the only segment the brand is going after. That’s led to the TikTok trend of #sheinhaul, where users order mountains of cheap products, try them all on, showcase them and send back the unwanted items. Shein also offers free shipping at a low threshold of $49 and a generous free return policy. H&M, meanwhile, is planning on price increases to make up for flagging sales in the first quarter of 2022, according to its more recent earnings call. Fashion Nova puts out 600-900 new styles a week, while Shein releases up to 4,000. Even Shein’s cheapest competitor, Fashion Nova, sells its jewelry for at least $4 at even its steepest discounts. In a current flash sale on Shein’s site, some pieces of jewelry are selling for less than 50 cents. Its prices are dirt-cheap, even compared to the most affordable competitors. Shein is, in many ways, the epitome of fast fashion. These can have serious impacts, especially on the communities and workers where they are made.” Clothing and other textiles are commonly made with and release highly hazardous chemicals such as PFAS and phthalates. “These cheap products come at an extremely high price to our health, environment and society. “Sadly, wasteful fast fashion is still very popular,” said Mike Schade, director of Mind the Store, a retail-focused program under the environmental non-profit organization Toxic-Free Future. But Shein’s rapid rise calls such notions into question. Fast fashion companies that have seen sales declines - like H&M and Boohoo, the latter of which hit a five-year low in 2021 - have suggested there may be some truth to that idea. And industry analysts have said the growing demand for sustainable brands means fast fashion’s business model soon won’t be viable. The meteoric rise of Shein raises questions about the narrative of “fast fashion.” Many companies, even ones that practically invented the idea of fast fashion like H&M, have shunned the term for its association with wastefulness and poor labor practices.
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