The Chinese fast fashion online retailer Shein is expanding its facilities in the United States. It plans to open two more distribution centers, in addition to the one it already has, which will help shorten shipping times by three to four days.
Shein, founded in 2008, is ranked as the third most-valuable startup in the world. The company has expanded its operations worldwide, and now ships to 220 countries, with the United States being its biggest market.
What might have helped propel the company’s current success is its marketing platform. It has recruited celebrity rappers and pop singers. Shein also adopted social media marketing early on and collaborated with bloggers for giveaways and promoted products on Facebook, Instagram and Pinterest. On top of that, the company receives mentions from influencers and online content creators — many of whom are Gen Z — who do haul segments and highlight the company’s cheap prices. Shein also has a program to collaborate with interested influencers, increasing the online exposure of both the company and the creator.
The company’s shopping app became the most downloaded app in the United States in 2021, beating out Amazon, and becoming the largest online-only fashion company in the world. The brand doesn’t seem to be slowing down anytime soon.