Shein Now Leads Fast Fashion

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Other brands includes: Asos, Boohoo, Charlotte Russe, Charming Charlie, Cotton On, Hot Topic, Missguided, PrettyLittleThing, Primark, Romwe, Rue21, and Topshop. Analysis conducted using a trailing 4 week period.

The Chinese brand loved by Gen Z and rumored to be exploring an IPO — Shein– is now the largest Fast Fashion retailer in the US by sales, only two months after displacing Amazon as the top e-commerce app downloaded in the US. 

Market share data from Earnest shows that Shein began 2021 with 13% of total Fast Fashion sales, trailing traditional leader H&M. Since January, Shein continued to gain share and now leads with 28% of the Fast Fashion market, with Zara the only other brand growing share during that period. 

The total US Fast Fashion market grew 15% between January and mid-June, while Shein grew nearly 160% in the same period, suggesting that the brand’s mobile-first strategy resonated with the post-covid consumer.

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