- Shein shoppers say they're more environmentally conscious than the average consumer.
- But Shein has a reputation as a very unsustainable brand.
Shein shoppers appear to have conflicting values.
The fast-fashion giant, which recently filed to go public, is known for its super cheap prices, massive product catalog, and rapid manufacturing capabilities. The company has also come under fire for questionable supply-chain practices and its negative effects on the environment.
To put it simply, Shein has a reputation for being a very unsustainable brand. So it might come as a surprise that sustainability is a priority for many of its customers.
Shein shoppers say they're more environmentally conscious than the average consumer, according to a report by The New Consumer and Coefficient Capital, which surveyed more than 3,000 US consumers.
Fifty-two percent of Shein shoppers said they considered caring for the environment to be a big part of their personal identity, compared to 47% of overall respondents. And 67% of Shein shoppers said they were willing to pay more for environmentally sustainable goods, compared to 53% overall.
This duality could mean that consumers are becoming more complex. While many shoppers want to be more sustainable, they also like to buy lots of cheap things. Many items on Shein sell for less than $10.
Earlier this year, a UBS Securities report found that the average Shein shopper is a 34.7 year-old female who earns $65,300 in annual income, and reported spending $100 per month on women's clothing.
To be sure, Shein has made a big push this year to clean up its image. In April, Shein announced that it would invest $70 million over a five-year period for its third-party manufacturers and their workers. In June, the company launched evoluSHEIN by Design, a collection of apparel that uses materials with a lower carbon footprint, such as recycled polyester.
But some tactics didn't pan out as nicely as others. Shein hosted influencers at its innovation center in Guangzhou, China, to provide a transparent look into its facilities and clear up reports of harsh worker conditions. The trip backfired when people on social media bashed the influencers for posting videos that seemed scripted and failed to acknowledge labor rights violations.
"As a fashion leader, we acknowledge our role in creating a more sustainable and responsible fashion industry," a Shein spokesperson told Business Insider. "We continue to scale SHEIN's on-demand business model and are committed to meeting customers where they're at, creating circular products and solutions that empower them to make informed and sustainable shopping decisions."