![]() Increasing frustration among dissatisfied customers is the apparent difficulty of reaching anyone at the company, with contact emails and phone numbers non-existent on its own channels. A quick Google search also quickly reveals customer reviews with common refrains including: “rip-off”, “poor quality” and “rubbish”. With nearly every post on the company’s official Instagram littered with comments complaining about delayed shipping and lost orders. However, not everyone has a uniformly positive experience with Shein. In a mark of just how popular Shein has become with American teens, in particular, investment bank Piper Sandler’s semi-annual Gen Z survey found Shein was the cohort’s second-favourite e-commerce retailer, behind only Amazon. In seventh place on the list, Shein boasted 2020 EMV of $280 million, rising 37 percent on the year. It’s a virtuous cycle of social media marketing that creates a steady current of buzz, while costing less than working with major celebrities (though Shein does this too, joining forces with Katy Perry and Little Nas last May for a digital benefit concert dubbed ‘Shein Together’ that raised money for World Health Organization’s Covid-19 Solidarity Response Fund).Ī Tribe Dynamics 2020 top ten list of apparel brands by earned media value (EMV) has US-based Fashion Nova well ahead of its competition, with $2.28 billion in EMV over the course of the year, though its year-on-year value slipped 17 percent. ![]() ![]() “I like how they give everyone a chance to dress with the latest trends for affordable prices.” In exchange for free clothes, she posts selfies of herself wearing Shein clothing and offers a discount code to her 36,000 followers on Instagram. Like other players in the highly competitive space, such as Fashion Nova and Boohoo, Shein taps its community of young female users and thousands of micro-influencers (with followings of between 1,000 and 100,000) to post images of themselves wearing Shein outfits with hashtags such as #SheinGal with the hope of being promoted via repost by the company’s account.Įrika Stagliano, 24, says she discovered Shein several years ago when she was a “broke teenager” and has been collaborating with the brand for the past year. On Instagram, Shein’s main account has more than 17 million followers at the time of writing, with millions more following individual country accounts, such as Shein US, Shein UK and Shein Mexico. As many as 4,000 items debut on the brand’s online channels per day, it has claimed on social media, and its app was downloaded more than 100 million times in 2019. To characterise Shein’s merchandise mix as having a lot of “variety” is something of an understatement. After clicking through a Facebook ad and visiting Shein’s website, Harvey said she was “amazed at the variety of clothes, accessories and everything else they do, also the pricing is just too good not to take advantage of.” ![]() Like many who stumble across the low-cost, trend-driven, constant newness of the Shein brand universe, Lancashire, UK native Demi Harvey, 27, found it irresistible. They often feature white-background product shots of shiny velvet minidresses hugging the curves of a headless model for only $18 or snuggly hoodies emblazoned with irreverent, clichéd slogans like “Fun Fact: I don’t care!” for just $11. Their ads have become so ubiquitous on Facebook that you may have seen them without realising it. ![]()
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