qualquer coisa
Eighty-seven percent of consumers said they’re more receptive to a brand’s messages if they know the company’s beliefs and values. As to why this resonates so well in consumer psychology, respondents said knowing a brand’s beliefs and values makes them feel more trust toward the brand (62%), better know the brand’s authentic identity (44%) and better believe the brand’s purpose (34%).
Iterable
Fast, Cheap, and Out of Control: Inside Shein’s Sudden Rise
Shein represents a newer phase of fast fashion: Now, what appears on runways and in fashion magazines matters less, and people look to one another for what to wear. “They don’t care that Vogue doesn’t think it’s a cool piece,” she said.
The vision seems startling on the face of it—at best an offering that no one really needs, at worst a perversion of the concept of choice, an infinite scroll of thumbnail-sized images of clothing standing in for a more meaningful version of self-determination. But then, companies offering endless but meaningless choices, in turn requiring endless but meaningless consumption, is hardly new.
In the absence of well-enforced regulations that adapt to the practices of fast-rising global ecommerce companies, the burden of making fashion more ethical will continue to rest largely on individual consumers—a strategy sure to fail.
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Contorting the language of equity and justice, viewers would ask: In a world in which the minimum wage isn’t enough to properly live on, can’t Shein’s prices be seen almost as a public service? As ableism and fat-shaming abound on the internet, isn’t Shein a haven for all kinds of bodies?
On Martin Luther King Jr. Day this year, Shein sent customers a push notification with three raised-fist emoji in varying shades of brown. “I had a dream … That every one of all shapes, sizes, and colors can access fashion!” the text read.
