Online retailer SHEIN is regularly the subject of discussions about how it is responsible for the rise of ultra fast fashion, relies on exploitative labour practices, and creates garments containing elevated levels of toxic chemicals including lead and phthalates.

So why do consumers continue to support this company? To find answers, Twyg spoke to a few of the brand’s local consumers.

For many young consumers with a desire to be fashionable, yet have a limited income, SHEIN is irresistible. Some said they like to shop at SHEIN because of the wide selection of clothes for sale.  To keep up with the latest trends, SHEIN adds 6000 new styles to their site daily, which keeps consumers like Lihle Simane coming back for more. “I’m a shopaholic. I buy clothes every month, it’s part of my budget,” she says. “And compared to other fast fashion retailers I purchase from, SHEIN’s quality is unmatched.”

Zizipho Ndibi, a single mother of two who lives in Khayelitsha, a Cape Town township, and works as a teacher’s assistant at a local school echoes Lihle’s opinion.

“There’s nowhere else you can buy a dress for R105 or less,” says Zizipho.

Twenty-eight-year-old Akhona Selana fell in love with SHEIN because of their “exquisite clothes”. Also a resident of Khayelitsha, and like Lihle and Zizipho, she buys from SHEIN almost every month. “You can’t find SHEIN clothes anywhere else which makes me love SHEIN even more,” says Akhona.

Lihle Simane wears SHEIN

The Chinese fast fashion company has been providing people with goods at low prices for more than a decade. But during the pandemic, the brand’s online-only shopping experience gained popularity across the globe with social media hauls featuring piles of clothing bought very cheaply. Now, the ultra fast fashion company has a dedicated South African site, with pricing in Rands, guaranteeing shipment to South Africa. According to Similarweb, it’s one of the two most popular shopping apps in South Africa. It ranks second to Takealot. Superbalist is seventh and Mr Price ninth.

Thimna Sokutu, who normally buys clothes twice a year for winter and summer, has been buying many more clothes since she found SHEIN. She is a Boland College graduate, who’s currently freelancing.

“My favourite thing about SHEIN fashion is that it’s affordable and it gets delivered. I hate physically going to physical shops to buy clothes,” she says.

When asked her about local fashion designers, she mentioned Clive M Couture who recently showcased in Khayelitsha Fashion Week. And, with a laugh, she said he is the only one she could think of.

Thimna Sokutu wears SHEIN

Usually, delivery to South Africa takes up to three to four weeks. The shipping costs depend on the total amount you spend. For purchases less than R590, the shipping fee is R150. For a total of less than R1050, the fee is R75. Purchases over R1050 qualify for free shipping. Once it reaches South Africa, there is a customs duty fee which depends on the garments bought.

It’s not just those with limited income who buy into the allure of SHEIN’s cheap clothes.

“I came across SHEIN through friends, TikTok and Instagram ads. They have a lot of variety and loads of in-fashion clothing for cheap prices. It’s easy to get clothes that you like that are trending at the moment, for a low price,” says a 17-year-old student from a Johannesburg private school who wishes to remain anonymous.

For her, buying clothes is not something she does often. But, when she does buy she goes all out and buys everything she wants in one go. On a normal shopping spree, she spends around R2000 on clothes.

For others, SHEIN’s size range is what makes them so attractive. “I shop at SHEIN because they accommodate every size and they are true to sizes,” says Chumani Beja. “And I shop once in a while, only when there’s a need.”

Chumani Beja wears SHEIN

SHEIN’s sales reportedly exploded by 250% in 2020, exceeding 10 billion dollars. From being barely known two years ago, SHEIN has found ways to produce faster and cheaper than its fast fashion rivals.

Relying heavily on customer data, web search analytics, and social media trends, SHEIN provides its fashion-hungry customers with the latest trends they never knew they needed. And, keeps them coming back for more.

• Cover image: Photo by Photo by Anna Shvets on Pexels
  
• Note: The clothes featured in the cover image are not from SHEIN.
• Thank you to Akhona Selana, Zizipho Ndibi, Yonela Mpahleni, Chumani Beja, Lihle Simane, and Thimna Sokutu for willingly sharing your experiences with us.