BoF Executive Editor Brian Baskin examines Shein’s impact on the fast fashion sector and H&M’s strategy to adapt, with insights from correspondents Sarah Kent and Cathleen Chen.
Shein has dramatically transformed the fashion landscape, challenging established fast fashion leaders like H&M, which once held the disruptor position. H&M now faces difficulties keeping up as Shein reshapes consumer expectations with its ultra-low prices, vast product range, and rapid production cycles. In response, H&M’s new CEO has introduced a strategy aimed at capturing the middle market, positioning the brand as more affordable than Zara but offering higher quality than Shein.
On this week’s episode of The BoF Podcast, Executive Editor Brian Baskin discusses these developments with Senior Sustainability Correspondent Sarah Kent and Retail Correspondent Cathleen Chen. Chen noted, “H&M has been struggling with a muddled identity… It’s attempting to find a way to distinguish itself.”
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