Shein, Temu: How Europe is preparing to respond to Chinese platforms
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The workshop of one of Shein's suppliers in Guangzhou in 2024. Jade Gao / AFP
Chinese low-cost clothing platforms such as Shein and Temu are seeing the American market close. They could therefore intensify their sales strategy in Europe to attract more consumers there. This is a scenario feared by the textile industry.
On its website, the Shein group, a giant in ultra-fast fashion , welcomes visitors with a video clip. It shows the journey of an evening dress ordered by a young woman. A journey that takes us from the Singapore offices, where the model is designed, to the brand's giant warehouses where the packages are prepared, ending with home delivery. These few seconds tell a part of our era where consumers are no longer surprised to see products manufactured on the other side of the world arrive on their doorstep in a matter of days.
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