How much of a risk is opacity for China's Shein?
The TikTok of frocks is the world’s hottest fashion retailer
IF YOU FANCY a look into the razzmatazz-filled future of e-commerce, type #Sheinhaul into TikTok, suspend your ethical scruples, and watch young influencers tear open boxes of garments, yell things like “My Shein order is here…holy shit!”, and then pour hundreds of dollars-worth of cheap garments over their heads. It’s hype, for sure, but not entirely frivolous. Shein, a Chinese online retailer, is the TikTok of the $1.5trn apparel industry. It is one of two Chinese firms (ByteDance, TikTok’s owner, is the other) to be privately valued at $100bn or more. Like TikTok, it is an obsession of Gen Z-ers in their teens to late 20s. And yet it is so opaque that even the American investment funds that back it, such as Tiger Global and General Atlantic, won’t divulge a thing about it. Could it be that it wants to keep its Chinese heritage under wraps?
This article appeared in the Business section of the print edition under the headline “The TikTok of frocks”
From the April 16th 2022 edition
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