Shein says customers choose their platform for unique items, variety

Fast fashion giant Shein commissioned a survey about shopping patterns, which included details on its customers’ primary motivations for using the platform, according to a report released Wednesday.

The top reason U.S.-based Shein shoppers said they chose the platform its ability to offer unique items, according to 80% of respondents. Seventy-nine percent of respondents said the variety of items on Shein’s platform is appealing to them when it comes to finding clothes that fit their style. 

The data was gathered from two surveys conducted on behalf of Shein by The Harris Poll. The survey was conducted among more than 2,000 U.S. adults from June 17 to June 25 and from Aug. 6 to Aug. 8. The survey pool consisted of those who had agreed to participate in Harris Poll surveys.

Some 69% of survey respondents said that when an item is unique they value it more, and 68% said they would wear it more often. 

Of the surveyed groups, 66% said they wore their Shein clothing “just as much or more often than their clothing from similar brands,” per the report, and 64% of respondents said the same about their “clothing from higher-priced brands.”

Ninety percent of all respondents said that “even when they don’t have a lot of money, they should be able to buy clothes that make them feel good.”

“Following the latest fashion trends has always come at a steep cost,” George Chiao, president of Shein U.S., said in the release. “Through [Shein’s] on demand business model, we’ve been able to overcome this challenge. By only producing the products customers want, we’re able to reduce waste while offering a variety of products and keeping costs low.”

Shein has risen in popularity partially due to its low prices. However, those prices haven’t been without speculation. The fast fashion giant is under investigation by U.S. congresspeople over forced labor concerns, and last month, Shein disclosed that it found two cases of child labor within its supply chain in 2023. 

Shein’s ability to quickly produce new items has also drawn concern over copyright infringement. The bulk of lawsuits filed against Shein are over copyright infringement from independent designers. In some cases, other brands have sued Shein.