Shein: why American teens love the Chinese fast-fashion retailer that’s wildly popular on Instagram and sells clothing at rock-bottom prices

Shein has no permanent physical stores but about 13.8 million followers on Instagram, and claims to add 500 new fashion items to its website every day

The fast-fashion company has seen its fair share of controversy: in July, it faced outrage when a necklace with a swastika charm was being sold on its website

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Shein, a Chinese fast fashion retailer, doesn’t operate any permanent physical stores, instead hosting a series of pop-ups in various cities. Photo: SOPA Images/LightRocket via Getty Images

Published: 8:45pm, 10 Oct 2020Updated: 8:45pm, 10 Oct 2020

A Chinese fast-fashion retailer is exploding in popularity with American teens.

Shein, which was founded in Nanjing, eastern China, in 2008, came in second only to Amazon in a ranking of teens’ favourite e-commerce sites in financial services company Piper Sandler’s latest “Taking Stock With Teens” survey.

While Amazon has a large lead – 54 per cent of teens from upper-income households said it was their favourite e-commerce site, versus 5 per cent for Shein – the Chinese retailer beat out American mainstays like Nike, PacSun and Urban Outfitters.

Shein was also first on the list of the brands that upper-income female teens said they’re starting to wear, followed by PacSun and Lululemon.

Piper Sandler surveyed 9,800 teens with an average age of 15.8 across 48 US states to compile its report. The average household income of respondents was US$67,500.

Shein has about 13.8 million followers on Instagram, where it typically reposts photos from influencers wearing its latest styles. The brand is known for its trendy items and rock-bottom prices, with women’s tees priced as low as US$6 and dresses for as little as US$12.

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