If you’re a regular online shopper — especially if you’re under the age of 30 or so — you’ve probably seen the name Shein, and might have bought an outfit or two from the retailer.
Founded in China in 2008 by entrepreneur Chris Xu and now based in Singapore, Shein has taken the fashion world by storm. The company is well-known on apps such as TikTok and Instagram, where generation Z shoppers will show off their #SheinHaul — a collection of clothes ordered from the online-only retailer at deeply discounted prices.
Women’s tops advertised on the Shein Canada website, for example, are often priced under $10 and sometimes as low as $5. A flurry of banners advertise steep sales and discounts on shipping — up to 90 per cent off for an extended May long weekend sale, for instance.
Shein’s direct-to-consumer model thrived during the COVID-19 pandemic, analysts say, as brands with physical storefronts were forced to shutter during lockdowns while e-commerce boomed.