How Shein Makes ‘Fast Fashion’ Look Slow
Jul 26, 2021
Fast fashion has supposedly slowed down, but Chinese player Shein is winning over Gen Z with a level of newness that entails “analyzing customer data to inform new designs within as little as three days” and adding more than 1,000 new styles daily, according to research from retail analytics firm Edited. The DTC company is also beating fast-fashion stalwarts like Zara and H&M on price, and despite sluggish overall apparel sales last year, grew its own sales 250% year over year to $10 billion, Edited said. Another differentiator is how Shein caters to the plus customer: Its “curve + plus” styles are 16% of its assortment, compared to 9% at Forever 21, according to the report. Read more at Retail Dive.