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Agenda-setting intelligence, analysis and advice for the global fashion community.

How to Compete With Shein

The Chinese fast fashion giant built an empire on unmatched speed-to-market and unbelievably low prices. To compete, others must play a different game.
Shein.com
Shein product assortment. (Shein.com)

Shein’s rapid rise from anonymous fast fashion brand to the world’s biggest digital fashion retailer caught the industry by surprise. Now, in court, on Instagram or at the mall, the rest of the industry is fighting back.

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Further Reading

Shein Has a Serious New Competitor

One of many fast fashion players from China trying to use the Shein playbook to chip away at Boohoo and Fashion Nova is a new brand from e-commerce giant Alibaba.

Can Shein Change?

The Chinese fast fashion giant just hired a head of sustainability, and is taking other steps to remove some of the mystery in how it operates. But some of the company’s critics say the fast fashion business model can’t be reformed.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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