Photo source
> Behind Shein's reinvention of fast fashion
Many of us have heard of Shein, one of the world's largest fashion brands currently. In June 2020, Shein made up 28% of fast fashion sales in the US - nearly equal to the amount of sales by H&M and Zara combined. But why is the brand so wildly successful?
This Guardian article highlights Shein's aggressive business model that makes use of a large-scale automated test and re-order (LATR) model. For each new item, a small batch is manufactured at the start. A proprietary internal management software then collects almost-instant feedback on which items to increase inventory of. With this model, Shein manufactures and tests thousands of items simultaneously - from July to December 2021, they added 2,000 to 10,000 new styles to their app every day (20 times more than Zara and H&M).
Undoubtedly, Shein's ultra-fast-fashion has caused significant controversy. Besides the harsh conditions for workers who have to work long hours in poorly regulated workshops, it has also sparked environmental concerns. According to investment experts, this cycle of energy-intensive fast-fashion will simply continue to grow in volume and speed as consumers buy into micro-trends and throw out their clothes just as quickly.
As the race to produce the cheapest product continues and the variety of products increases, one can't help but wonder - where does this all end?
|