SHEIN brand profile among Millennials in the U.S. 2025| ��ƽ��

SHEIN brand awareness, usage, popularity, loyalty, and buzz among Millennial fashion online shop users in the United States in 2025

Characteristic	Share of respondents
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Number of respondents

1247*

Age group

18-64 years

Special properties

respondents who use fashion online shops

Supplementary notes

*Total number of respondents across all generations.

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to fashion online shops, which of the following brands do you like?
Brand usage: When it comes to fashion online shops, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to fashion online shops, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media, or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

Citation formats

SHEIN, the e-commerce giant from China, was known by ** percent of millennials in the United States in 2025. Over ** percent of fashion online shoppers in this generation used this platform, and ** percent were likely to use the brand again. In the North American country, **percent of Gen Z online fashion shoppers were aware of the existence of the brand.