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This report offers context and data on how Shein's business model based on lower prices and shorter supply cycles has allowed the company to outpace more established competitors such as Zara and H&M, particularly in the United States, in Brazil, and in European countries. The report also gives insights into how this ultra-fast fashion pioneer heavily relies on its success online and has concentrated its marketing mostly online, particularly on social media. "The rise of Shein" offers insights concerning Shein's customers, particularly how the company attracts Gen Z consumers. Finally, a section of the report is dedicated to the allegations Shein has faced, such as subjecting its workers to harsh working conditions, polluting the environment, selling illegal products, and stealing designs from other brands.