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The Chinese fashion e-commerce giant Shein Group has surged to prominence. Founded in 2008 as ZZKKO, it quickly evolved into the world's largest fashion retailer in 2022. The Shein app attracted more than * million downloads worldwide in 2025, significantly lower than the accumulated app downloads of the previous year.

Faster and cheaper

The online-only fast fashion company has a unique business model. Enabled by algorithms and data analytics, its swift production and fashion trend prediction abilities have set it apart in the fast fashion e-commerce world. Its algorithm-driven supply chain enables it to reduce the production time to seven days and offer thousands of new items on its site every week at much lower price levels than its competitors.

Behind the low-price tags

The fashion retailer also collaborates with numerous fashion bloggers to harness platforms like TikTok and Instagram. Combined with its adept use of social media marketing, SHEIN achieved a staggering ** billion U.S. dollars in gross merchandise value in 2024. Despite its rapid growth and popularity, Shein's reputation is marred by a barrage of controversies, ranging from labor rights violations and trademark disputes to environmental concerns and health and safety issues.