Shein Backlash Fails: Shoppers Still Prioritize Affordability

Shein Backlash Fails to Deter Shoppers Prioritizing Affordability

Emily, 21, spends £20 monthly on Shein for affordable outfits despite growing criticism of the retailer’s labor practices. Like millions of shoppers in the UK and US, she values Shein’s low prices and variety over ethical concerns.

Shein, a Chinese fast-fashion giant, has faced scrutiny over its treatment of workers, with investigations revealing harsh conditions and wages as low as 11p per T-shirt. Yet, its global sales reached an estimated $36.9 billion (£30.2bn) last year.

Affordability vs. Ethics

For Emily, affordability outweighs ethics. “Everywhere else is way too expensive,” she says, reflecting the sentiment of many Shein customers. Despite considering stopping her purchases, Emily continues shopping due to limited budget-friendly alternatives.

Sophie Wills, another shopper from Birmingham, echoes similar concerns. “Times are hard,” she says, noting that while saving for higher-quality items might be ideal, Shein’s affordability remains a lifeline.

The Scale of Shein’s Popularity

Shein’s success lies in its ability to offer thousands of trendy designs daily at prices below £10. In 2023, its UK profits doubled to over £24m, according to Companies House filings. The platform dwarfs competitors like H&M and Zara, with its aggressive pricing and rapid product turnover catering to a cost-conscious audience.

Louise Deglise-Favre, senior apparel analyst at GlobalData, explains: “Younger customers, often with limited disposable income, continue to prioritize affordability over ethics.”

Backlash and Worker Conditions

The BBC and other reports have shed light on poor working conditions in Shein’s supply chain, including 75-hour workweeks and allegations of forced labor. Workers earn as little as 11p per garment, prompting calls for higher wages and better supplier compensation.

Sarah Johnson, former head of buying at Asos China, suggests that Shein could pay suppliers more without significantly impacting garment prices. “Raising worker pay would make minimal difference to the final cost,” she adds.

Sustainability and Consumer Behavior

Fashion designer Shazia Saleem highlights a paradox among Generation Z. While they claim to value ethics and sustainability, their shopping habits often say otherwise. “Social media pressures and low disposable incomes make fast fashion appealing,” Saleem notes.

Shein’s model of releasing thousands of products daily feeds this demand, encouraging frequent wardrobe updates to keep up with trends.

Shoppers Divided on Shein

While many shoppers like Thando Sibenke remain loyal to Shein for its affordability and variety, others are turning away. Georgina, 24, from London, says she’s “embarrassed” about her past purchases. “The negatives massively outweigh the positives,” she says, vowing to stop buying Shein products altogether.

What’s Next for Shein?

Shein is gearing up for a stock market flotation in the UK, drawing even more scrutiny over its environmental impact and labor practices. Despite ongoing backlash, analysts believe Shein’s affordability will continue to attract budget-conscious shoppers.

Shazia Saleem emphasizes the need for stronger government intervention to enforce sustainable and ethical standards. “The responsibility shouldn’t only fall on consumers,” she says.