Thanks to impressive e-commerce operations and social media marketing, Shein, a little known Chinese brand, is giving global giants a run for their money.
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. An
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