Shein: A MasterClass in Gen Z Marketing

A Friday preview

The way Shein has so completely infiltrated the closets and conversations of young consumers — in a few short years — is really a MasterClass in Gen Z marketing.

  • An ever-changing inventory (1,000 new pieces added daily)

  • Extremely low prices (a week’s worth of outfits for $100)

  • Celebrity collaborations (partnerships with Instagram influencers and celebrities like Katy Perry and Lil Nas X)

  • Social media ubiquity (they are one of the most talked-about brands on TikTok and YouTube)

They’ve done everything right — except for stealing designs from fledgling designers, getting young consumers literally addicted to spending, and further ruining the environment with rapid-speed fast-fashion production. And while a study by McKinsey found that “nine in ten Generation Z consumers believe companies have a responsibility to address environmental and social issues,” it’s certainly not keeping them from buying Shein. Let’s look into why that is.

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Extracurricular 💎

Everything I am reading, buying, watching, hearing, etc.

Reading: “The Complicated Reality of Doing What You Love,” Vox; “How 15 People in Their 20s Built Million-Dollar Businesses,” Entrepreneur; “What Do You Even Do in an Exercise Dress?,” The Cut; “Wellness Mommy Bloggers and the Cultish Language They Use,” Harper’s Bazaar

Buying: A stack of striped tees from J.Crew (it’s called the Perfect Tee for a reason); a mediterranean feast from 12 Chairs when it was too hot to cook (get the meat hummus); more Sunday Riley C.E.O. serum (expensive but worth it and on sale); a poncho that single handedly saved me during last weekend’s “hurricane”

Watching: I’ve fallen asleep during the third episode of Nine Perfect Strangers three times this week; at this point, I’m not sure if it’s my fault or the show’s

Hearing: a perfect summer song from Kacey Musgraves; a new feature from Kendrick Lamar; We Love You Tecca 2 by Lil Tecca; Birthday Mix 6 by Lil Yachty; not Kanye