Since 2015, Shein has taken over the fast fashion industry, quickly becoming a lucrative brand that makes insanely cheap goods at a fraction of the cost its competitors do. One look at their website’s homepage further highlights a highly diverse selection at low prices, ranging from clothes to appliances. Along with the substantial consumer base it has grown – Shien has also amassed many controversies, ranging from claims of plagiarism to illegal sweatshops and child labor violations. 

That being said, it still hasn’t lost traction or revenue. But why? 

The answer is propaganda. In the same way that political parties use propaganda through cartoons, Shein has used social media and the turbulence of current events to stay relatively under the radar. Only drawing negative attention now and again whilst not losing much in the way of business. Although propaganda is a concept that many are familiar with, it’s mostly associated in terms of war or politics. But it reaches people in an infinite number of ways, as it is meant to not be noticed. A clear definition of this is “Propaganda is the management of collective attitudes by the manipulation of significant symbols.”. 

Shein uses platforms like TikTok and Instagram to boost favorability amongst consumers by recruiting influencers to give positive feedback. Shein as a whole knows that the parasocial relationships between people like famous Tiktok stars and their fans can easily sway a customer to forget about the past transgressions committed by the company and continue shopping with them. The most recent example is the sponsored brand trip that showcased a group of trendy fashion and beauty content creators visiting a Shien factory. “This month, Shein (pronounced SHE-in) flew a group of young and diverse tastemakers on an all-expenses-paid trip to Guangzhou, in southeast China, to tour some of its manufacturing facilities. The goal: show those influencers' followers that, contrary to ongoing reports, the company's operations are all aboveboard.”. 

The backlash from netizens was swift. Many internet users immediately caught on to the fact that the brand trip was most likely a piece of propaganda to increase the approval for Shein in the wake of more allegations of unsafe and harsh working conditions. ”In October 2022, an undercover investigation from Channel 4 and The i newspaper in the UK revealed Shein workers work seven days a week, some getting a base salary of only $556 per month to make 500 pieces of clothing per day.”. Even in the wake of this event, Shein is at an all-time high, still raking in millions of dollars in profit. Additionally, fans of both Shein and the influencers have taken this trip as evidence – the factory in the video was clean and the workers were happy. But, when it is looked at through the lens of propaganda, it is essential to realize that this was a trip Shein planned and paid for. 

Overall, when consuming any type of media sponsored by a company – it’s important to understand who or what it is supposed to benefit. Doing research on brands you buy from when you can, and being conscious of what businesses you decide to promote is imperative to keeping employers and companies accountable for the way they treat their employees. Websites like Fashionrevolution.org can help find sustainable brands while pointing out brands that negatively impact employees and the environment, allowing you to make informed decisions on your purchase.

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Sources: 

Lasswell, H. D. (1927). The Theory of Political Propaganda. The American Political Science Review, 21(3), 627–631. https://doi.org/10.2307/1945515

Romo, V. (2023, June 30). Shein invited influencers on an all-expenses-paid trip. here’s why people are livid. NPR. https://www.npr.org/2023/06/30/1184974003/shein-influencers-china-factory-trip-backlash#:~:text=Most%20of%20the%20alleged%20abuses,from%20the%20region%20in%202021.

The truth about Shein: How sustainable and ethical is the fast fashion brand?. Brightly. (n.d.-a). https://brightly.eco/blog/shein-sustainability

https://www.merriam-webster.com/dictionary/netizen

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