If you think fast fashion is bad, check out SHEIN
Summary
TLDRCette vidéo explore le phénomène SHEIN, un géant de la mode rapide qui attire particulièrement la génération Z grâce à des prix très bas et une stratégie marketing efficace sur les réseaux sociaux. Malgré son succès fulgurant et ses 10 milliards de dollars de revenus, SHEIN soulève des préoccupations éthiques, notamment en matière de conditions de travail et d'impact environnemental. Les pratiques secrètes de l'entreprise, combinées à la culture de consommation rapide, exacerbent les problèmes liés à la pollution textile et à l'exploitation des travailleurs. La vidéo incite à réfléchir sur les choix de consommation responsables et l'avenir de la mode.
Takeaways
- 📦 SHEIN est un géant de la mode ultra-rapide, offrant des produits à des prix très bas.
- 💃 La marque cible principalement les jeunes femmes et est devenue populaire grâce aux médias sociaux.
- 📱 Les utilisateurs de TikTok partagent leurs achats SHEIN, créant une campagne marketing virale.
- 🌍 SHEIN a son siège à Guangzhou, en Chine, et ses pratiques de production sont entourées de mystère.
- 🏭 La marque utilise des algorithmes puissants pour prédire les tendances et accélérer le processus de fabrication.
- 👥 Les conditions de travail chez SHEIN sont préoccupantes, avec des travailleurs souvent mal payés et sans droits.
- 🚮 La mode rapide comme celle de SHEIN contribue à une énorme quantité de déchets textiles, avec près de 100 millions de tonnes jetées chaque année.
- 🌡️ L'industrie de la mode est responsable de 8 à 10 % des émissions de gaz à effet de serre, et SHEIN amplifie ce problème.
- 💰 La demande pour des vêtements bon marché et rapides pousse les salaires à la baisse dans l'industrie.
- ⚖️ L'avenir de SHEIN pourrait être menacé par des exigences croissantes en matière de transparence et de durabilité.
Q & A
Qu'est-ce que SHEIN?
-SHEIN est un détaillant de mode en ligne qui se spécialise dans la fast fashion, offrant une vaste gamme de vêtements à bas prix principalement aux jeunes consommateurs.
Pourquoi SHEIN est-il si populaire auprès de la génération Z?
-SHEIN est populaire auprès de la génération Z en raison de ses prix bas, de son vaste choix de produits et de sa stratégie marketing efficace sur les réseaux sociaux, incluant des collaborations avec des célébrités et des influenceurs.
Quels sont les prix typiques des articles chez SHEIN?
-Les prix des articles chez SHEIN varient généralement entre 8 et 30 dollars, avec des vêtements comme des robes à partir de 5 euros.
Comment SHEIN parvient-il à rester compétitif en termes de prix?
-SHEIN maintient ses prix bas en utilisant des algorithmes puissants pour prédire les tendances et en réduisant le temps de production à une semaine, souvent en ne commençant la fabrication qu'après réception des commandes.
Quels problèmes éthiques sont associés à SHEIN?
-SHEIN est critiqué pour ses pratiques de travail, notamment l'utilisation de travailleurs temporaires dans des ateliers surpeuplés, sans droits ni protections sociales.
Quel impact environnemental SHEIN a-t-il?
-SHEIN contribue à des émissions de gaz à effet de serre et à une crise des déchets textiles, car près de 100 millions de tonnes de textiles se retrouvent dans les décharges chaque année.
Quel est le rôle des réseaux sociaux dans le succès de SHEIN?
-Les réseaux sociaux jouent un rôle clé dans le succès de SHEIN, en permettant aux utilisateurs de partager leurs 'hauls' (achats), ce qui crée une campagne marketing virale et auto-entretenue.
Quelle est la perception des jeunes consommateurs concernant la durabilité?
-De nombreux jeunes consommateurs ne se préoccupent pas de la durabilité, privilégiant les prix bas, ce qui remet en question leur engagement envers la mode éthique.
Quelle est la position de SHEIN sur le Fashion Transparency Index?
-SHEIN est classé en bas du Fashion Transparency Index, qui évalue la transparence des chaînes d'approvisionnement des entreprises de mode.
Quel avenir est envisagé pour SHEIN face aux préoccupations croissantes concernant l'éthique et l'environnement?
-L'avenir de SHEIN pourrait être menacé par une pression accrue pour la transparence et des réglementations plus strictes, car les consommateurs et les législateurs demandent des pratiques plus responsables dans l'industrie de la mode.
Outlines
📦 L'essor de SHEIN : un phénomène de mode ultra-rapide
SHEIN est un détaillant de mode en ligne populaire, souvent prononcé 'SHE-IN', qui a gagné une traction considérable parmi les jeunes générations, en particulier la Gen Z. Connu pour sa mode ultra-rapide, il propose des prix extrêmement bas, avec des robes à partir de 5 € et des accessoires encore moins chers. La stratégie marketing de la marque repose fortement sur les réseaux sociaux, notamment TikTok, où les utilisateurs publient des 'hauls' montrant leurs achats, générant un contenu viral. Des influenceurs et des célébrités, y compris Katy Perry et Lil Nas X, promeuvent SHEIN, ce qui lui permet de devenir l'application de shopping numéro un dans 56 pays. Cependant, des préoccupations émergent concernant la rapidité de production de SHEIN, qui peut aller d'une conception à la vente en une semaine, ainsi que des pratiques de travail dans ses chaînes d'approvisionnement, souvent jugées secrètes et peu transparentes.
🌍 Impact environnemental et préoccupations éthiques
La rapidité de production de SHEIN pose des problèmes environnementaux et éthiques majeurs. L'industrie de la mode contribue à 8 à 10 % des émissions mondiales de gaz à effet de serre, et SHEIN aggrave cette situation grâce à son volume élevé de vêtements de mauvaise qualité et jetables. Le coût environnemental est exacerbé par une culture de consommation où les jeunes consommateurs privilégient souvent le prix à la durabilité. Bien que les jeunes générations soient généralement plus conscientes des enjeux environnementaux, la culture de consommation intense peut faire obstacle à ces valeurs. De plus, SHEIN est mal classé par l'Indice de transparence de la mode, ce qui souligne son manque de transparence dans la chaîne d'approvisionnement.
🛍️ Perspectives des consommateurs et avenir de SHEIN
Les jeunes consommateurs expriment souvent un manque de conscience concernant le changement climatique lorsqu'ils font leurs achats, se concentrant plutôt sur l'abordabilité des produits. Les experts prédisent que le modèle actuel de SHEIN pourrait ne pas être durable à long terme, en raison d'une demande croissante des consommateurs pour plus de transparence et de durabilité dans l'industrie de la mode. Le besoin d'une action législative et d'un engagement public pour aborder ces problèmes est essentiel. À la fin, les spectateurs sont encouragés à partager leurs expériences avec SHEIN dans les commentaires et à s'abonner pour plus de contenu.
Mindmap
Keywords
💡SHEIN
💡mode rapide
💡influenceurs
💡algorithmes
💡réseaux sociaux
💡consommation rapide
💡conditions de travail
💡transparence
💡impact environnemental
💡consommation insatiable
Highlights
SHEIN has rapidly gained popularity among Gen Z, primarily through social media marketing.
The brand offers extremely low prices, with dresses for €5 and bags for €6.
SHEIN's inventory can reach up to 600,000 products, updated daily.
Young consumers engage in 'haul' videos on TikTok, showcasing their SHEIN purchases.
Influencer marketing plays a significant role, with celebrities like Katy Perry and Lil Nas X promoting the brand.
SHEIN's rapid production cycle allows it to design and deliver products in as little as one week.
The company operates with a high degree of secrecy, making it difficult to know its labor practices.
Critics argue that the low prices result from poor working conditions and the exploitation of temporary workers.
The Fashion Transparency Index rated SHEIN at the bottom for its lack of supply chain transparency.
SHEIN is reportedly responsible for exacerbating environmental issues, contributing to 8-10% of global greenhouse gas emissions.
A significant amount of clothing waste ends up in landfills, with approximately 100 million tons discarded annually.
Young consumers express mixed feelings about climate change and sustainability, often prioritizing low cost over environmental impact.
SHEIN's business model exploits consumerism, encouraging quick disposal of clothing.
Rising awareness of sustainability may challenge SHEIN's future success as consumers demand more transparency and ethical practices.
Legislators may impose stricter regulations on fast fashion companies as public awareness increases.
Transcripts
"Hey guys!
If you've ever been anywhere near TikTok lately, you've probably seen a lot of this."
"Y'all, the SHEIN package that I was waiting for arrived, so let's open it..."
"And it's really heavy, so..."
Welcome to the world of SHEIN!
"Yes, like I don't think it's SHEIN.
'SHE-IN' is how I tend to pronounce it."
SHEIN isn't just fast fashion.
It's ultra-fast!
You can get dresses for €5,
bags for €6,
or corsets for €3.
If you want a nose ring for 75c, this is your jam!
Gen Z has, pretty much, gone bananas for this company,
which exists entirely more or less on social media.
Has no physical stores and its operations are more or less a
BIG
BLACK
BOX!
"There's something going on with SHEIN that, you know,
I don't think that anybody has got to the bottom of."
We took a dive into this fast fashion phenomenon
and what it bodes for the environment.
In an era of growing climate consciousness,
how is this even happening?
"Honestly, I didn't even know about SHEIN until doing this story,
But then again, I'm a millennial...
and this jacket is from 2002.
So I went to the center of Berlin to see if shoppers
there knew better than I did.
[reporter] "Do you know what SHEIN is?"
"No, no. Nein"
"Yes of course it's a big online fashion store."
[reporter] "Do you shop there?"
[German] "Sometimes yeah, there's nice stuff,
it's cheap and nice fabric."
"I think I've shopped there once.
I wanted to return everything but
there's not really any point when you pay like €20."
SHEIN targets mostly young women.
It adds thousands of new things to its inventory every day.
At any one time, it has as many as 600 000 products.
With a typical price tag between $8 and $30, its stuff
can be half as cheap as other fast fashion giants.
"And what is different is that the explosion
of young people with phones,
it helped with product discovery."
This is Sucharita Kodali, an expert on all things e-commerce,
and parent of two Gen Z girls.
"But SHEIN has also, from my understanding,
paid quite a bit for marketing."
Its social media strategy centers around getting celebrities
and influencers to market the brand on social media.
Katy Perry, Lil Nas X, Rita Ora, Storm Reid and Yara Shahidi
have all gotten on the SHEIN train.
"Please don't forget to buy your SHEIN together t-shirt!"
"Thanks so much for tuning in to the SHEIN together event!"
But the biggest part of its online presence
has to do with 'the haul'.
On TikTok, users post reels that show off what they ordered
and what they got.
A lot of these posts go viral, creating a marketing campaign
that basically runs itself.
"I bought $2000 worth of stuff and that is my box!"
"My beta-choker looks pretty good though,
it's not that bad. I get like..." [gasps]
"So you have this very addictive algorithm,
influencers and young women."
Maxine Bedat is the go-to expert
on the fashion and garment industry.
"It's a very impressionable age where they want to fit in
and clothing companies have utilized
that insecurity to drive a lot of sales
but never to the extreme that we're now seeing."
The SHEIN hashtag on TikTok has 17 billion views.
Its Instagram account has over 22 million followers.
This year it was the number one shopping app in 56 countries.
It reportedly made 10 billion in revenue last year,
which means it's catching up fast to giants like H&M and Zara.
SHEIN has dominated fast fashion in the West
but its headquarters, they're halfway across the globe
in Guangzhou, China.
And what happens there? Well, nobody really knows.
"They're very secretive, they don't talk to anybody,
so it's very hard to know exactly what they're doing."
Usually fast fashion companies take a month to get an item from design to store.
But analysts say SHEIN cuts that time to as little as a week.
It uses powerful algorithms to predict trends,
and sometimes doesn't even start manufacturing until the order is placed.
"There is no magic, right?
The only way that you get very cheap product
is by not paying workers
and flouting any environmental standards."
"They have to hire a lot of temporary workers
and they have to subcontract
it to other small factories and house workshops."
Wu Peiyue is one of the only journalists
who went to SHEIN's production sites
in Guangzhou to investigate their labor practices.
She found a disparate web of crowded workshops
underpaying people without official contracts.
"It's not that SHEIN has child labor,
SHEIN has abused their workers.
The issue is those workers,
they are not in the social welfare system."
This means workers have no rights or guarantees.
The demand for cheaper, faster clothing means that wages in
the industry have to be low to remain competitive.
"It's not only about SHEIN but it's more
social issues prevailing in the whole society."
And as it turns out, the company's been making
headlines for its secrecy.
The Fashion Transparency Index, which rates companies on how open
they are about their supply chains,
listed SHEIN at the bottom of its rankings.
"And what about the actual clothes?
If it's too good to be true, then it probably is."
"You cannot have a business model like that and operate, in any way, with
respect to the planet or its people. You just can't!"
Plenty of people have taken to social media to protest
the shoddy quality of its clothes.
"Honestly, I thought just the swimsuits were gonna be trash.
Uhm..."
"I could not be more disappointed. This is..."
"A piece of crap!"
So if it's that disposable, it means they're all getting dumped somewhere?!
Almost 100 million tons of textiles end up in landfills every year.
That's 500 Evergreen ships...
Rmember the thing that got stuck in the Suez Canal?
Most of it goes to the Global South
where locals suffer the environmental consequences.
And did you know that the fashion industry
is responsible for 8-10% of greenhouse gas emissions?
The garment industry is so unregulated
that it's hard to say just how much
it's contributing to climate change.
All we can say is that SHEIN is accelerating it like never before.
"It's a very energy-intensive process to create textiles.
This production is happening in places like, principally China,
with a coal-based, you know, continues
to have a coal-based energy grid."
"But it doesn't seem to be slowing down anytime soon.
The average consumer today buys 60% more
than they did in 2000.
Brands are now throwing double the amount of clothing collections at us."
And SHEIN takes this to a whole new level.
It taps into the insatiable consumerism that's shaped our world.
The need to possess things, and when we're sick of them,
to simply throw them away.
I asked some young shoppers whether they
thought about climate change?
[German] "Not really. I just buy it and wear it when it suits the weather."
[German] "No. Honestly, really, no."
"I really care a lot.
I pay for good meat and buy regional products."
[reporter] "And what about clothing?"
"Nothing has changed yet?" [nervous laugh]
[reporter] "Why not?"
"Low budget!" [sighs]
"We're all students, so we're pretty low on the funds,
but when I get a real job one day I want to be more aware!"
"Why would I pay more when I can have something else for less?"
The girl's got a point!
Not everyone can afford to think about sustainability.
The rise of SHEIN might be breaking a myth we have
about the next generation's climate commitment.
"It is a very tall order to ask young people to do the right
thing when the messaging is so intense
to do something different."
"When you actually look at the data, you know,
kids like 18 to 24 are more
environmentally conscious and savvy.
But it's actually lower than people who
are like 25 to 35 – and it's not just kids, I can't just blame kids.
Nobody asks the right question!"
So what does the future bode for SHEIN then?
"God..." [thinking]
"That kind of success can only last for a while."
"The education level's getting higher,
the demands for reporting are getting more,
and they are going to hit up against that."
"I think legislators will step up and make the rules necessary
but that takes people's participation.
I've seen humans have a capacity from this to really put their heads in the sand.
How do you bring those people in a way that's
actually engaging and non-judgmental?"
"Now a few questions for you:
Have you heard about SHEIN?
Or have you shopped there yourself?
Let us know in the comments below
and make sure to subscribe!
See you next time."
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