Can Shein maintain its upward trajectory and succeed where others have failed?

shein catwalk

As Shein predicts its annual revenue will more than double to reach almost $60bn (£49.8bn) by 2025, and forecasts it will overtake the combined annual sales of both Inditex and H&M, it is clear the retailer is making waves within the fashion industry.

The Chinese fast-fashion giant has drawn its fair share of controversy and criticism. A Channel 4 investigation detailed inhumane working conditions in two of its supplier factories in China and the retailer has faced allegations of violating labour laws, as well as criticism for being damaging to the environment. 

Despite all of this negative attention, Shein continues to perform. In the weeks following the investigation, Retail Week used search data to find that web traffic to Shein’s UK site actually grew immediately after the scandal.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.