Share this on Twitter Share this on Facebook Share this on LinkedIn Share this on Sina Weibo Share this on Wechat Share this on LinkedIn Shein’s products are aimed towards younger women, with Instagram microinfluencers showing off clothing and accessories to their followers.Credit: Shein via Twitter Fast fashion — the idea that clothing trends change rapidly and so should the stock of retailers — was pioneered by brands like Zara, H&M and Forever 21, and predicated on speedy supply chains and low cost production. Now, a little-known Chinese brand named Shein is disrupting the fashion industry by using slick social media campaigns and aggressive promotions on TikTok, Facebook and Instagram to sell ultra low-cost clothing to teens and college-aged consumers throughout the world. And it’s doing it primarily through online clicks. Pop icons Katy Perry and Lil Nas X performed at its online digital festival last year, attracting 1.6 million viewers. And of the world’s most highly trafficked websites in the lifestyle, fashion and apparel category, Shein now ranks No. 1, ahead of global brands like Nike, Zara, H&M, Uniqlo and Gap, according to the web analytics firm Similarweb. “What sets Shein apart is its mastery of this generation’s preferred marketiSubscribe or login to read the rest. Subscribers get full access to: Exclusive longform investigative journalism, Q&As, news and analysis, and data on Chinese business elites and corporations. We publish China scoops you won't find anywhere else. A weekly curated reading list on China from David Barboza, Pulitzer Prize-winning former Shanghai correspondent for The New York Times. A daily roundup of China finance, business and economics headlines. We offer discounts for groups, institutions and students. Go to our Subscriptions page for details.