Shein is no stranger to criticism. The Chinese ultra-fast fashion giant is often accused of promoting an unsustainable and planet-damaging consumption model.
During a conference at World Retail Congress 2023, FashionUnited had the chance to exchange a few words with Donald Tang, Shein’s Executive Vice President, and gain an insight into his stance on the topic.
“We are aware that we still have a long way to go in terms of sustainability, but we are taking it one step at a time. We have great potential in that regard because, unlike other brands, we’re an important part of the supply chain and that means we have a lot of influence,” he said.
That statement is particularly interesting considering that less than a week ago, the company announced major changes to its global supply chain, with a focus on Brazil, after investing €135 million to build a new manufacturing network.
On average, customers wear Shein clothing ten times
“A few months ago we conducted a survey among our customers to find out what happens to our clothes after they have been sold. In doing so, we found out some interesting facts. For example, 75 percent of respondents said they wear their Shein clothing an average of 10 times. That’s not a lot, but interestingly, 50 percent of respondents donate their clothes to charities or give them to friends.” This shows that most consumers are willing to give the clothes they no longer wear a second chance Progress in sustainability that does not necessarily coincide with or can be related to the company’s efforts.
“We’re known in the market for our competitive prices, but one of our short-term goals is to be more consumer-centric,” Tang said.
The company previously announced a $15 million investment as part of the Supplier Community Empowerment Program (Scep). Now add another $55 million, bringing the total to $70 million. These “will be used for the research and development of innovative lean production solutions for apparel manufacturing, such as the use of driverless transport systems to promote automation and efficiency throughout the production process”.
As for his suppliers, with whom he says he has a “close” relationship, he emphasizes their motivation given the company’s developments in the field of digitization.
This translated and edited post previously appeared on FashionUnited.es
The interview in this article was conducted by Paula V. Pinagua at the 2023 World Retail Congress.