Shein: Forretningsmodel, konsekvenser og fast fashion

Shein started in 2008 by a chinese man named Chris Xu. He started by selling wedding dresses. The company later expanded its product range to include women's clothing and rebranded itself as "SheInside." In the early 2010s, they further diversified their offerings to include cosmetics, jewelry, footwear, handbags, and various accessories. In 2015, the company underwent another name change to "Shein”. By 2016, the Shein team had grown to 800 members. Shein’s popularity started exploted under the pandemic and has only contruniued to grow from there. They are now one of the biggest fashion retailers in the world

Ultra- fast fashion

Shein is famous for selling affordable and trendy clothes. They are a so called ultra-fast fashion industry. Fast fashion is a business model in the clothing industry that focuses on rapidly producing large volumes of low-cost, trendy clothing. It mirrors current fashion trends seen in celebrity culture or on the runway and gets them into stores quickly, allowing consumers to buy the latest styles at affordable prices. But often the clothes are not build to last, so the costumers will have to go out to buy new stuff

The fast fashion industry

relies on a globalized supply chain, often cutting corners by underpaying employees and using cheap fabrics made from plastic. Fast fashion also creates water pollution and large amounts of textile waste.