Fast-Fashion Giants: Their Marketing and Role in E-Commerce

I think it’s safe to say that almost everyone is familiar with e-commerce giants like SHEIN and Temu. They’re both known for their incomprehensibly large catalogue of items and their desirable low prices. When it comes to their marketing strategies, I would be surprised if you are unfamiliar. Marketing is everywhere we look, with ads on our social media feeds, billboards on the side of the freeway, promotional products for sale, and in almost all the media we consume. Social media, in particular, has changed the world, revolutionizing the way that brands maintain their images and market their products. Personally, I see SHEIN and Temu everywhere; I find ads for the trendiest new clothes and compelling gadgets in my feed daily. In addition, I’m always seeing people talk about and review products that they ordered from these brands. In fact, it seems like everyone is talking about these fast-fashion e-commerce giants. With millions of followers online, content and buzz is being organically generated. With the undeniable popularity of Temu and SHEIN, the brands are subject to heavy criticism based on the alleged poor labour practices, impact on the environment, and often poorly-made products. With such a controversial abstract, how do these brands manage to market themselves, escape damning allegations, and maintain a positive brand image?

Like many brands trying to appeal to the Gen Z audience, these e-commerce giants are partnering with influencers, from the most popular stars to the smallest micro-influencers. Influencers unbox large hauls of inexpensive and trendy products, showing off stylish outfits and inspiring consumers to take advantage of the attainable low prices to keep up with the latest styles. By partnering with influencers with platforms of all sizes, these brands are able to build a community made up of loyal customers and prospects. It’s hard to resist the urge to indulge in a shopping spree of low-cost, trending items to stun in, but this is how fast fashion giants want you to feel when browsing their catalogue. With low prices further driving popularity, these brands are shipping up to one million orders every day. A number that doesn’t quite settle concerns over the environmental impact that these brands have on the world. Influencers that have partnered with SHEIN and Temu have faced backlash, damaging their reputations and images for being involved with these brands that have alleged questionable practices. Influencer Dani DMC is one example of a TikToker and plus-sized fashion influencer who faced backlash and accusations of “greenwashing” after attending a group SHEIN brand trip. A wide variety of accusations have been made against fast fashion giants, citing overworked and underpaid employees working in unsuitable conditions, using toxic materials to develop products, and closely copying existing styles from other designers. Many fast fashion brands have faced complaints of the low-quality of their products, with clothing garments being produced with high percentages of polyester, a plastic material. However, I would argue that quality control is amongst the lowest of concerns. In a CBC report, an investigator tested 38 items from fast fashion retailers and found traces of toxic chemicals – including PFAs and lead – in one in five items. One jacket produced for children that was purchased from SHEIN had 20 times the amount of lead deemed safe for exposure to children. With the clear alienation of influencers who work with these fast fashion brands and evidence being brought forward to back legitimate concerns, how do fast fashion retailers stay relevant?

Through accessibility and unbeatable prices, fast fashion retailers are able to keep consumers coming back. As we navigate record inflation and an unimaginable cost of living, it’s expected that some middle-class consumers are struggling to feed and clothe themselves and their families. The exceptionally low cost of clothing and knick-knacks from these brands is desirable to consumers who are looking to save their money. Even if finances aren’t the only object, we also need to consider the other needs of consumers purchasing from fast fashion retailers. Many people don’t drive, leaving them with limited options for shopping. For consumers who don’t drive, the free shipping directly to their door is a motivator for shopping fast fashion brands regardless of the ethical concerns. Another factor is size inclusivity. Plus-sized consumers are faced with costly garments and a lack of selection in-store. SHEIN and Temu undeniably cater to consumers of all sizes, with hundreds of thousands of different plus-sized items often going up to size 6x and higher. For many, the inclusivity and selection are hard to find elsewhere. Many consumers also take advantage of fast fashion dupes. For example, countless copycats of different styles of UGG boots can be found on SHEIN’s website, selling for as low as $20. Consumers are compelled to purchase lookalikes rather than opting for genuine products retailing at over $100+.

Many fast fashion brands use gamification to enhance user engagement on their websites and apps. These engaging activities that fast fashion retailers are using often have the main goal of getting users to download their apps. This could be by offering in-app-only discounts or games with spinners, common on Temu, offering a free perk to consumers who download the app. By doing this, these brands are able to increase the likelihood of re-purchasing, welcoming you into an in-app community to engage you with push notifications and in-app exclusives. They also participate in the classic usage of sale timers, displaying a countdown for a current sale, as well as abandoned cart reminders delivered to your email address or as push notifications. Users are also encouraged to leave reviews in exchange for points that are converted to coupons on more products, another way to increase engagement and provide other shoppers with details that may be the deciding factor to whether they buy, or scroll. With a strategy to boost engagement with an in-app experience, SHEIN, Temu, and other fast fashion retailers almost mimic that of a social media experience.

SHEIN, Temu, and other fast fashion brands have engaging marketing strategies that completely rely on access to social media. Social media and the internet will continue to play a huge role in the marketing strategies and overall success of e-commerce giants. The controversy surrounding these brands that I’ve discussed will also continue to be a threat to their success, and it may lead to an eventual downfall, especially in sales, as consumers consider their impact on the environment and their health. Many consumers are looking to make more sustainable choices, such as thrifting or purchasing recycled products. Fast fashion retailers risk their brand reputations on ethical practices alone, not to mention the usual low-quality of their products and their product life expectancy, potentially warding away consumers who have bought from them before. However, consumers will continue to purchase from brands that best suit their needs based on what’s important to them. We have all been victims of marketing tactics, especially such aggressive campaigns like what SHEIN and Temu pay into, but this is not to shame consumers who may turn to these inexpensive options. As discussed, there are many factors that contribute to the decisions that consumers make, from budgetary restrictions to size inclusivity. The general public should continue to be aware of these classic marketing tactics used to encourage users to overspend and indulge in low-quality goods.