The company’s cheap clothes and accusations of design plagiarism seem to conflict with the purported values of its Gen Z fans
As one of the biggest fast
fashion companies on the planet, Chinese retailer Shein (pronounced she-in) holds its loyal community of Gen Z customers close through its domination of
Social Media platforms.
The brand, famous for its ultra-cheap bike shorts, crop tops and bikinis, has been associated with celebrities from Hailey Beiber to
Katy Perry and Rita Ora. But even as the company re-writes the rulebook on marketing in the social media age, accusations of supply chain problems, environmental damage and design plagiarism haunt it.