The Story About Shein Fashion

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How SHEIN Dominated Fast Fashion

    if you were like me a couple of weeks ago you didn’t know who xi’an or Shein was or how to pronounce it but chances are in the very near future you definitely will the brand has essentially taken over social media the hashtag Shein has garnered over 6.2 billion views on tick tock and that’s not including the 70 other tags that it’s a part of for a company that was just founded over a decade ago that’s pretty crazy we’ve seen sales tank for well-loved established fashion brands during the lockdowns yet she and
sales are rapidly on the rise sheen is the poster child for a brand new fashion revolution that’s happening right now and nobody really knows where it’s going to understand Shein we need to take a look at the roots of fast fashion which go back as far as the 1800s to the industrial revolution before then the vast majority of people handmade clothing for their families fashion statements were for the wealthy elite and damn the boys were looking fresh seriously though they looked freaking great that was until we started
inventing things like the sewing machine and textile factories suddenly clothing could be made a lot faster and a lot cheaper once people warmed up to the idea of factory-made clothing things started to spiral a little out of control for the first time in history it wasn’t just the elite who could afford fashion and the demand for store-bought clothing rose among the lower classes as more people started buying more clothes the more demand increased which meant that the need for faster cheaper clothing increase along with it and thus
a vicious cycle started one that keeps spinning faster and faster and faster and faster and faster and faster and faster faster faster faster faster faster faster faster faster however it wasn’t until the 1990s when the New York Times dawned the brand Zara with the new label fast fashion reflecting its driving goal of making clothes as quickly as possible Zara’s arrival really kicked things up a little bit and by the 2000s when h m arrived in the united states the new york times wrote about how it was now chic to pay
less bragging about how little a dress cost used to be an unheard-of concept but by the 2000s it was a badge of honor this was just the beginning because the fashion industry was about to get a nitrous injection directly into the bloodstream welcome to the internet welcome to the internet industrial technology and international labor enabled brands like h m and Zara to create cheap clothing really fast but these companies had a key factor that dragged them down the middle man h m and zara are largely dependent on retailers to sell their
clothing and that costs money from staff and land and to the building itself expenses quickly pile up it also takes time to get products transported to a store and then ready for sale and if there’s any enemy to fast fashion it’s time this is where the internet comes in with personal computers becoming increasingly popular businesses found that they could bypass the retailers entirely and sell directly to consumers in record time enter companies like asos who save time and money by selling solely online and thus ultra
fast fashion was born as the 2000s crept along online shopping became more and more normalized gaining popularity long before the rise of covet made it almost necessary retailer dependent brands to take a major hit enforced by lockdowns and may never fully recover the world has discovered something cheaper and faster and easier why would it ever go back the old titans of the fast fashion world have been supplanted by ultra-fast fashion tycoons except that it turns out that ultra-fast isn’t fast enough while
Aso was basking in its online success an unassuming Chinese man with a background in i.t and search engine optimization started to export wedding gowns to foreign markets when Chris Shue founded what would eventually become Shein he had no fashion degree or crazy sewing skills to speak of but what he had was an understanding of marketing and technology and this was apparently enough for him to turn a small wedding down the business into a worldwide fashion empire and the crazy thing he only needed a few short years to do it the
The man founded the company in 2008 expanded to daily apparel in 2012 and in 2021 the company now makes 10 billion dollars a year selling clothes in over 220 countries I didn’t even know that 220 countries existed as you might expect shu did this by finding a way to make clothes yes cheaper and faster than his competitors even faster than ultra fast shu introduced us to real-time fashion like asos boohoo Shein bypasses the retailer and sells directly to consumers what makes chan stand out is its ability to anticipate fashion trends and put them
in front of consumers before anyone else they do this by using advanced algorithms to monitor things like internet searches and social media posts basically as soon as you start googling about your latest fashion whim sheen identifies that and can design a new item to have in front of you at your fingertips in a matter of days shin is not messing around here they are in it to win it but what is next just in the last 30 years we’ve moved from fast fashion to ultra-fast fashion to real-time fashion and you can bet that sheen
is working tirelessly to find even more ways to cut corners and save costs while other brands desperately try to catch up all alright alright alright think of it this way fast fashion is like Tyrion Lannister who found out he could manipulate people and the system to get what he wanted but Cersei is ultra-fast fashion who isn’t above starting a full-blown war to get what she wants so if fast fashion is Tyrion and ultra-fast fashion is Cersei then real-time fashion is the freaking dragon queen objectively impressive in its
dominance but also very terrifying because nobody really knows where all of this is going and she literally just firebombed an entire city because honestly where does this end what could possibly be faster than real-time fashion or cheaper than an 11 pair of jeans it is all very impressive but it does give you the sense that it’s about to blow apart at the seams because where does it end what could possibly be faster than real-time or cheaper than 11 for a pair of jeans sure there’s probably some ways to
automate more of the process or deliver items faster but even shein is bound by the laws of physics and more importantly, should we even be striving for this perhaps more than any brand in history Sheehan overproduces quality items with short life spans that nobody needs and they actively encourage people to have an addictive shopping style it doesn’t take an expert to realize that this is completely unsustainable Sheehan has certainly achieved what they have by cutting those ethical corners they do what they can to keep their business
choices opaque and for good reason no company that sells a pair of jeans for 11 is doing any favors for the future of our world their business model alone screams that they don’t care about what happens to the people or the planet that make their business possible unfortunately for them it’s not just consumers that are going to suffer in the long run eventually brands like Sheehan will find themselves in a position where the scarcity of raw material racks up the price of goods and if xi’an isn’t cheap it isn’t anything
xi’an may be driving full throttle down the highway of its own destruction because after you destroy the planet you’re trying to master you’re just going to become queen of the ashes see what I did there I tied in the thing right at the end like the final like you know that was good right I don’t know to give us a like if you like that metaphor cause I freaking liked it so a few weeks ago we released a video explaining how blonde stones has succeeded by creating a timeless durable brand that’s now well
over 100 years old she and may have broken way more records than blonde stones in their short 10 years of existence but here are future proof we have serious doubts about their ability to stand the test of time in the same way mostly because of this frenzied race to the bottom business model i think especially as the world craves and desires more and more for less and less we really need to sit back for a second and just contemplate whether or not the lowest price for the most stuff is really what we want because i don’t know
just scrolling through the xi’an website it’s hard to imagine that anything on there is somehow going to make my life better but if you’re going to take anything away from this video please just make it the reminder that you are always allowed to slow down to relax and not feel pressured to buy stuff just because it’s cheap and readily available online hold on to those old shirts that you’ve loved for a long time and if you do want something new make sure you go out and buy it thrift but what do you
think of Xi’an are they the fashion mogul model of the future is everything going to be real-time fashion somewhere down the road or is this just going to be a blip of craziness before we all settle back into reality honestly?

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