Explainer: What went wrong with Shein's marketing campaign flying American fashion influencers to tour its China factory?

“committed to making the beauty of fashion accessible to all”, the company employs around 10,000 employees worldwide and ships to over 150 countries.

Its rise, in tandem with the rise of e-commerce due to the COVID-19 pandemic, was also propelled by its marketing tactics. For instance, a British news channel investigation in 2022 found some of its workers were illegally working more than 18 hours a day to keep up with the volume of production. As part of its efforts, Shein flew six content creators to China, where they visited one of the company’s factories in Guangzhou.

However, these are not the kinds of influencers who would be perceived as the most credible in answering the serious charges about the company's labour practices, he said.

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