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The Mysterious $15 Billion Brand Taking on Boohoo and Fashion Nova

Shein did not manage to acquire Topshop, but it could now be looking for other struggling retailers to cement its position as China’s leading exporter of ultra-fast fashion with global ambitions.
#SHEINgals are the lifeblood of Shein's social media marketing strategy
#SHEINgals are the lifeblood of Shein's social media marketing strategy. (L-R): @bramty, @scheana, @hannahg11, @desariana, @justinejoy312, @nazaninkavari.
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BoF PROFESSIONAL

Their ads have become so ubiquitous on Facebook that you may have seen them without realising it. They often feature white-background product shots of shiny velvet minidresses hugging the curves of a headless model for only $18 or snuggly hoodies emblazoned with irreverent, clichéd slogans like “Fun Fact: I don’t care!” for just $11.

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