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Shein Has a Serious New Competitor

A new brand from Chinese e-commerce giant Alibaba is trying to use the Shein playbook to chip away at Boohoo and Fashion Nova.
A more direct foray into outbound cross-border fashion appeared last October with Alibaba’s launch of AllyLikes.
A more direct foray into outbound cross-border fashion appeared last October with Alibaba’s launch of AllyLikes. (Instagram / @allylikesofficial)
By
BoF PROFESSIONAL

Whether you love the ability to buy satin minidresses for $8.50, or loathe the environmental impact of ultra-fast fashion ending up in landfill with increasing regularity, there is no denying the impact Chinese e-tailer Shein has had on the global fashion industry, particularly when it comes to winning the hearts and minds of Gen-Z consumers in Western markets.

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