"Social media in China has been inextricably linked to commerce for well over a decade and it breaks into two core pillars that older, more established brands in the west have been slow to pivot to because they're encumbered by legacy operations. Essentially, what Shein has done to blow up the usual model is to tap into the power of the herd effect while data-mining for insights that scale and fuel that herd effect further."
But Shein has been making moves to legitimize itself within the fashion world. In October, the retailer bought the Misguided brand name from the Frasers Group and has recently partnered with the likes of Forever 21, Paul Smith and luxury footwear maker Stuart Weitzman.
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