If you are interested in the fashion industry, then you have probably heard about Shein, the ultra-fast fashion giant. This low-cost brand, originated in China, is characterized by an extensive catalog of garments, sizes and a constant variety of options.
For us, it is crucial to reflect and question Shein’s ethics. For some time now, the firm has been accused of subjecting its employees to precarious labor conditions with low wages and lack of legal contracts, promoting the overconsumption, as well as infringingthe copyrights of the designs. At the same time, its constant pursuit to be on the vanguard of the trends, leads it to produce around 500 collections a day (yes, 500), promoting their commercialization trough the well-known “hauls” on platforms such as Tik Tok.
Shein´s haul. Image taken from Tik Tok.
As a result of these events, several countries, such as United States, Japan, and even China, are conducting investigations into the practices and complaints registered. In the current situation, Marion Bouchot, Associate Director of Public Relations for Shein Europe, stated: “Sustainability is a priority for us, we have launched initiatives to reduce our environmental impact in every stage of the value chain.” Is there tangible evidence to back up this statement, considering the accusations of mass production, unrestrained consumption, and labor exploitation?
Shein packages ready to ship. Image taken from Google.
Two years ago, Shein started operations in Brazil, manufacturing there with plans to export to all Latin America by 2026, while in 2023 it managed to reach Mexico. Recently, the brand took a significant step forward by establishing a pop-up at the Parque Arauco Mall in Santiago de Chile, offering feminine garments and household products. Why is Shein looking to expand in the American continent?
Shein Pop-up at Parque Arauco, Chile. Image taken from Shein Chile’s Instagram account.
The European Union has taken certain measures that affected business models such as Shein. Faced with these restrictions, the company anticipated the restrictions and prepared to continue operating in other parts of the world with fewer limitations.
Firms within the EU are required to conduct comprehensive monitoring and evaluation of their entire supply chain, from sourcing to waste management. Production must comply with standards that respect human and labor rights, as well as environmental and animal welfare. Textile products marketed in Europe must stand out for their durability and facilitate reuse, repair and recycling. The implementation of digital passports, which detail the manufacturing process of each article, is in addition to the prohibition of destroying unsold clothing and the total restriction on the importation of parts associated with deforestation.
Shein factory. Image taken from Google.
However, several actions have been taken against the brand. The «Stop Shein» petition calls for immediate regulations on the strategies used by the business. Likewise, the Spanish circular design platform, Ecodicta, announced the removal of Shein from its digital environment, considering it a representative of the fast fashion model. Yann Rivoallan, President of the President of the French Federation of women’s Prêt-à-porter (ready-to-wear) expressed, «Behind the 2 euros T-shirts and 9 euros dresses hides an intolerable system of exploitation that is destroying the environment and human rights.»
Shein’s products have experienced considerable success in LATAM, and it is essential to understand the reasons behind this. The efficient distribution network ensures that consumers receive their orders in record time, which is especially valuable in a society that seeks instant gratification. Its advertising and marketing strategies are tailored to the cultures and holidays of each region, establishing strong connections and a sense of belonging with the consumer.
Shein website. Image taken from CNN.
The company offers the latest trends at highly affordable prices, perfect for those looking for «fashion» at a good price. Social media is a great pillar for Shein, effectively reaching a young audience that is 24/7 connected, encouraging an idea of virtual community. Finally, the technology applied in the shopping experience provides a seamless and personalized process, achieving a comfort and sense of well-being among users.
In a world where fashion has become an expression of identity, it is imperative to stop and reflect on the footprint we leave as spectators and actors in the textile industry. Sustainability involves not only choosing durable and ethical garments, but also understanding the practices of the brands we endorse. Every purchase is a decision that affects the environment and the lives of those involved. Are we making committed choices? Are we being conscious of quality over quantity? By making informed choices and encouraging a sustainable mindset, each of us can help transform the textile sector into a positive force. What small actions are you taking to change the course of fashion?
