How Shein Outpaced Asos, H&M, and Zara as a fast fashion brand: Unveiling Their Competitive Edge"

How Shein got the upper hand against Asos, HM and Zara

If you've delved into the world of scrolling and shopping on TikTok, chances are you've encountered the fashion retailer Shein. Almost every day, you come across Shein-related content, delivered to you through Instagram ads, YouTube hauls, and trending TikTok recommendations.

Fast fashion and online shopping have become so popular these days. There has been an increase in the number of fast-fashion brands that help you get what you need delivered to your door.

Shein is becoming a global phenomenon among young women, thanks in large part to its appearance on TikTok. Shein is a Chinese company, yet it ships to 220 countries, with the US being its main customer base. Shein passed Amazon as the most popular shopping app in the US and more than 50 other countries in June, marking a noteworthy milestone in the company's history. This achievement comes after a pandemic year with sales that broke records; in 2020, Shein generated around $10 billion in revenue, which is an eight-year streak of over 100% revenue growth. Furthermore, Shein is the most visited fashion and apparel website worldwide and a widely discussed brand on websites like TikTok and YouTube, according to Similarweb, a web analytics platform.




In the past few years, SheIn has had the upper hand against any other fast fashion brand, and they are one of the most sought-after online retail brands.


Fast fashion brands like ASOS, HM, and Zara still make quality clothes, but SheIn relies on the needs of their customers that other brands couldn't deliver.

Ways and things SheIn did differently to get the upper hand against other fast fashion brands

  1. Shein carries the most up-to-date fashion trends for women and teenagers.
  2. It is a one-stop shop for anyone who wants to look stylish without spending an obscene amount of money.
  3. Shein's collection for all plus-size individuals is one of the most sought-after, as Shein has taken plus-size fashion to a whole new level. 
  4. The brand also offers clothing for kids and has a section for jewelry, gadgets, and beauty products. 


Google Trends data reveals that internet users in the US search for "Shein" three times more frequently than for Western brands such as Zara and H&M. Shein's key advantage lies in its "real-time fashion" approach, which pushes the boundaries of the fast-fashion model by swiftly identifying trends and streamlining manufacturing cycles.

In conclusion

Despite brands such as ASOS, H&M, and Zara offering quality clothing and a similar range of categories as Shein, many individuals gravitate towards more affordable options that cater to all sizes.

1 comment

  • Great read Samson. I didn’t know that they surpassed Amazon in June as the most visited app, that is also scary.
    This highlights an ever more important infrastructure needing to be created, purely to educate those who actively use websites like Shein; on the damaging impacts this fast fuelling fashion brand creates every second of the day, by maintaining it’s incredible demand.


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