Shein Takes the Crown as the Most Searched Brand of The Year on Google
Courtesy of CNN
The fast fashion brand Shein is the most searched brand on Google in 113 countries this year. This may come as a shock considering how popular other fast fashion brands are such as Zara. However, since the pandemic in 2020, social media platforms such as TikTok have catapulted the brand into global popularity. Ever since then, the brand has become a staple fast fashion brand especially for younger consumers who do not have a stable income but still want to be on trend. Them being the most searched brand not only says a lot about the continuing influence of fast fashion brands through social media and digital landscapes, but it also shows how popular Shein has become as a brand this year alone.
Courtesy of The Wall Street Journal
With the rise of sustainability in fashion today, this may come as a shock. However, the reality is not everyone can afford to shop sustainability. Sustainable brands are great but they are pricier than average brands. Shein has the appeal of getting very low cost clothing that is trendy, convenient and accessible. The average person will be more likely to buy a trendy garment on Shein’s website for less than $10 than buy something from a sustainable brand for much more. Shein also offers coupons, promo codes and free shipping over a certain amount spent. This can make transactions even cheaper for consumers. Additionally, people often turn away from thrift stores because they often have old fashioned and out of style garments that people do not wear anymore. Shein definitely has the appeal over other fast fashion brands. It can give younger consumers something in style for cheap.
Courtesy of CNN
Despite the brand's appeal, the brand's problems cannot be ignored. The garments are often made with cheap materials and see through fabric that rips or gets ruined easily. Also, the clothing being trendy makes them have several new clothing collections a month making consumers throw away their current clothing and buy more creating a never ending cycle.
Courtesy of WWD
Like most fast fashion brands, Shein’s garment makers are often overworked in poor working conditions with little pay. The UK broadcaster Channel 4, launched an investigation and created a documentary titled Inside the Shein Machine: UNTOLD. The documentary resulted in reports of the company breaching China’s labor laws in order to make hundreds of garments a day. Workers allegedly work 18 hour days and get one day off a month with pay of about $556 a month. They are not given their first months pay and ⅔ of their pay is taken away if they made a mistake on a garment.
Courtesy of Forbes
The appeal and popularity of Shein will not go away anytime soon even with several reports about how terribly they treat their workers and how cheaply made their clothes are. Their clothing is too convenient and cheap for consumers to completely give up because people love convenience at a low price hence the appeal of things such as fast food. With Shein being so popular, it is hard to predict where the fashion industry is headed and if sustainability will be pushed to the forefront.
