With its social media channels, Shein offers a platform for self-expression. The many posts from customers stimulate diversity and individuality. Values that are very important to GenZ. An intelligent move by Shein. They control the framework of marketing, the rest is word of mouth.
Thesis: Regret comes with a time delay
Shein's great strength: creating incentives to buy. If the south africa rcs data brand stands for one word, it is impulse purchases. Shein speaks like GenZ and Shein behaves like a good, loyal friend who always has an extra surprise in store for you. But: Shein is only a friend for a while. As people gain more experience buying things - GenZ is very fond of luxury - and get older, the penny drops at some point: the smell of plastic when unpacking, clothes that can only be washed once before the seams come apart. That only provides short-term and insufficient satisfaction. The guilty conscience is sure to come, but unfortunately with a delay.
My conclusion: GenZ sets the moral bar high, but needs to reinforce its own attitude. This is understandable when you consider that these are teenagers and young adults who are still searching for themselves. Giving them sole responsibility for their consumption is too simplistic. What is needed are textile brands and sales platforms that take responsibility on their own initiative. There are some changes to be seen: Zalando, Momox and About you are currently expanding their second-hand range - because of GenZ.