Shein: The secretive Chinese language upstart ‘making quick style look sluggish’

Shein: The secretive Chinese upstart 'making fast fashion look slow'


“It kind of becomes a habit,” said the 20-year-old Hong Kong University student. “Before sleeping, I’m just like, ‘Okay, check in.'”

The platform Sachan is using belongs to a Chinese brand called Shein — pronounced “She In” — which has rapidly attracted a global army of teen fans on TikTok.

“They’re making fast fashion look slow,” said Erin Schmidt, a senior analyst at Coresight Research, a global advisory and research firm specializing in retail and technology. “They’ve changed the model.”

Sachan checks the Shein app daily for the same reason many others do: to get points. The more you get, the more you can save on purchases. Shein awards them to customers for everything from opening the app to watching live streams and entering outfit design contests.

“It is pretty addictive,” said Sachan, describing the experience as similar to playing a mobile game.

Shein’s ability to lure users to its platform is one of its main ingredients for success, along with its hyper-fast production…