More and more people are choosing to buy clothes of all kinds through some online stores instead of going to physical ones. This is mainly due to the fact that they offer much more competitive prices, more variety and all this from the comfort of home. One of the stores of this type that had stood out from the rest was SHEIN, which is currently under many spotlights. because it could close in Europe.
The catalog of this Chinese store is hardly rivaled. SHEIN has been very important in the clothing industry for a long time because it was offering its consumers products following the latest fashion trends at very low prices. The company has been operating in European territory without any inconvenience, but a change in regulations could truncate its plans.
The dangers of so-called fast fashion
The change in regulations does not really affect the textile industry directly, but goes much further. This change comes from the so-called European Green Deal (or Green Deal), a tool with which the European Union aims to make the entire continent climate neutral by 2050. The plan contains all kinds of measures to drastically reduce pollution within the entire European territory, and one of them is the call circular economy.
What this economic model is looking for is precisely a balance between production and consumption through reusing materials and products, thus extending the useful life of everything we buy. This is exactly where the European Green Deal would collide with stores like SHEIN, which base their business model on what is known as fast fashion.
The fast fashion It consists of continually introducing new clothing collections into the store’s catalog at very low prices, so that consumers always have access to renewing their wardrobe very easily. and without spending much money. This obviously also affects the quality of the garments, since as a general rule they tend to have a lower degree of this and, therefore, they are garments that have a limited number of uses. This is where we can see how the business model of the fast fashion It collides directly with the circular economy proposed by the European Union.
What will happen to SHEIN?
SHEIN’s success is totally unquestionable. This Chinese store invoiced last year more than 15,000 million dollars, an increase of 60% over the previous year. This model of the fast fashion It is really profitable, since what you are looking for is not to sell expensive, but to sell in large quantities. Currently, SHEIN has become trending topic on Twitter because there are many rumors that the Chinese store is considering closing its headquarters in Europe and stopping selling clothes within its borders.
Although most of these rumors suggest that it is due to the environmental issue that we have mentioned a little above, there are even voices that suggest that it could be due to the alleged child exploitation behind the manufacture of the garments. Be that as it may, the truth is that at this time there is no official information regarding the closure of SHEIN in Europe, so it seems that, at least for now, orders will continue to arrive within our territory.