A damning record on workers’ rightsĭespite it all, perhaps the bigger controversy regarding Shein is the treatment of its workers, who toil away in Chinese factories in unfit conditions. Still, the impact of these initiatives is yet to be seen, especially considering a survey by BCG which found that just 18% of retailers who had previously set emissions targets were on track to achieving them, while another 35% were stalled in their progress. Many brands that are signatories of the Fashion Industry Charter for Climate Action-the industry’s flagship climate initiative spearheaded by the U.N.- have committed to either halving emissions by the end of the decade, or to set science-based reduction targets. has said is necessary for fashion companies to implement to help limit global warming.Īcross the board, the fashion industry is responsible for releasing more than 10 percent of carbon emissions. But the manufacturers’ rapid use of virgin polyester and large consumption of oil churns out the same amount of CO2 as approximately 180 coal-fired power plants, according to Synthetics Anonymous 2.0, a report published on fashion sustainability.Īs a result, the company leaves about 6.3 million tons of carbon dioxide a year in its trail-a number that falls well below the 45% target to reduce global carbon emissions by 2030, which the U.N. Shein’s CEO, Molly Miao has stated that each item is produced only in small numbers, between 50-100 pieces a day, before it becomes popular and is then mass-produced. Put simply, Shein produces an astounding number of items on a daily basis-the primary reason why the company has an unsustainable model. The company was reportedly working with about 2,000 Indian influencers alone before the Indian government banned the app in 2020 as a retaliatory move against China. But the center of its marketing strategy is its use of influencers and their #SHEINhaul videos: the company has partnered with countless micro-celebrities, fashion bloggers, and reality show contestants who show off their Shein deliveries. The company has poured millions into Google and Facebook campaigns, advertisement deals, and even a social media reality show co-hosted by Khloé Kardashian. The clothes are also presented in polished advertising campaigns run by Shein’s head office. According to an investigation by Rest of World, Shein added anywhere between 2,000 and 10,000 individual styles to its app each day between July and December of 2021. The business model works like Amazon-a sprawling online marketplace brings together about 6,000 clothing factories in China under Shein’s label, while internal management software collects near-instant data about which items are selling and which aren’t to visibly boost the popular items. Its biggest selling point is the low pricing of clothes that are shipped to more than 150 countries and regions worldwide, catering to women in their teens and 20s.
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