How Shein, the Chinese fast-fashion bulldozer, conquered teenagers

Every time she receives an order, the daughter of Benedicta follows the same ritual. The 16-year-old locks herself in her room and tries one by one the clothes she has just taken out of their sigled delivery box "Shein". Inside, dozens of clothes bought at broken prices. On Shein, you have to count 20 euros maximum for a dress. You can also find a trendy top for less than five euros. "my daughter makes about one order per season. It takes very little time to sell the clothes to Vinted to set up a pool and buy new products on Shein, "explains Benedicte, who attends this rather helpless package ballet." it's a very short time before she sells them to Vinted to form a pool and buy new products on Shein, "explains Benedicte, who attends this rather helpless package ballet.

To read also Alibaba thinks about opening an Aliexpress store in France

While this Chinese brand may seem very mysterious to those over 25, Shein-pronounce chi-ine-has become, in the space of a year, a must for teenagers and their parents. "Shein has experienced exponential growth, especially in the 14-25 age group," confirms Hélène …