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AMERICAN-FOOTBALL fans watching the Super Bowl last month in the sport’s heartland were treated to a surprising TV commercial. In it, a woman switched magically between chic but cheap outfits as she scrolled through a mobile-shopping app called Temu. The jingle—“I feel so rich; I feel like a billionaire”—refers to the sensation of wealth evoked by the endless choice and rock-bottom prices for Temu’s clothes. Since its launch last September Temu has become America’s most-downloaded app for iPhones. That is a feat for a young brand based in Boston. It is all the more impressive because Temu hails from China.
This article appeared in the Business section of the print edition under the headline “Seizing the moment”
From the March 11th 2023 edition
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