Emily Morris, a 21-year-old from Swindon, typically spends about £20 per month at Shein, the Chinese fast-fashion giant, for her party and holiday outfits.
She acknowledges, "You can almost always find what you're looking for, even if the quality is not great." Like many in the UK and the US, she shops at Shein primarily for its affordability.
Although Emily recognizes the questionable labor practices at Shein, she finds other options "way too expensive." "I'm open about shopping at Shein because I'm not alone in this," she mentions.
Sales figures support her observation, with Shein growing rapidly from obscurity to one of the world's leading clothing companies. The company does not disclose its global earnings, but GlobalData estimates global sales at $36.9 billion (£30.2 billion) last year.
Shein offers a vast range of clothing, surpassing competitors like H&M and Zara, with many items priced below £10 and swift turnover of new designs.
In response to inquiries regarding its labor practices, Shein stated its commitment to fair treatment of workers in its supply chain and substantial investments in compliance measures.
Reflecting on the affordability of Shein clothing, Sophie Wills from Birmingham notes, "Times are hard," indicating higher-end clothing might not be within reach currently, although investing in higher quality pieces could be beneficial.
While acknowledging the convenience, price, and variety at Shein, Thando Sibenke plans to look into the production process of the clothes she purchases more closely in the future.
On the other hand, Georgina, 24, from London expresses her discomfort with having shopped at Shein after learning about its practices and has ceased buying from the brand.
Fashion designer Shazia Saleem highlights the challenge of Generation Z's preference for sustainability conflicting with their fast fashion purchases due to social media pressures and disposable incomes.
Experts suggest that affordable pricing will likely remain a priority for Shein shoppers despite concerns about ethics and sustainability.
Shein's strategy of releasing numerous new products daily caters to consumers' desire for constant wardrobe updates, potentially leading to excessive purchasing habits.