Influencers Face Backlash After Gushing Over Working Conditions at Shein Factory : NPR
Sheng Lu, a professor at the University of Delaware who studies the global textile and apparel industry, analyzed the annual output of some of the largest global companies. Lu told Wired that over 12 months, the Gap listed about 12,000 different items on its website, H&M had roughly 25,000 and Zara had about 35,000. During the same period, Shein had 1.3 million.
The company’s jaw-dropping success is largely attributed to its unique marketing strategy. It has poured millions of dollars into online ad campaigns on Google and Facebook and paid to have a handful of celebrities serve as the face of the brand.
But the core of its strategy is the use of social media influencers and fashion bloggers with moderate-size followings, such as those contracted to attend the sponsored event this month. The online micro-celebrities are compensated with free clothes (which they show off in #SheinHaul videos), trips or per-post payments.
More: Influencers face backlash after gushing over working conditions at Shein factory : NPR