“Given the enthusiasm for Shein, it’s time to work differently”


J‘m used to saying that our choice as a consumer is our second right to vote, it can influence relocation, job creation, reduction of our environmental impact. In view of the enthusiasm for the Shein clothing brand, it would seem that all these arguments are pschitt in the face of the reality of the price, the frantic race for consumption that does not make much of the environment, the societal impact.

Who should we blame? The consumer, whose convictions are quickly shaken in the face of a harsh economic reality, or who is not sufficiently informed? The public authorities who, at best, leave behind the sacrosanct liberalism in which we all function, at worst come to welcome the arrival of the brand on our territory?

Admittedly, it is unacceptable that some of our politicians support this type of initiative, but how should we fight to fight more effectively and convince consumers to consume differently?

Many of us are moved by the development of this “fast fashion” which is killing our jobs and our planet, but how many have accepted and decided to work differently, to sit down with all the players in the value chain, to reconsider their coefficients, to allow our manufacturers to make enough margin to invest more, to create wealth and above all jobs, all this while helping to reduce our environmental impact?

No miracle recipes

It is time to act, to open the dialogue in a more transparent way, because we have learned nothing from our more or less recent experiences and traumas. The beautiful post-Covid momentum is waning, as intercontinental shipping has returned to affordable prices, Asia is revising its prices downwards to restart the machine, and purchasing power in our country, and more broadly on the Old Continent, has never been so damaged.

Read also: Article reserved for our subscribers “Fast fashion brands are responsible for the pollution caused by their clothes”

There is no miracle recipe, but let’s try to propose changes in economic models, challenges to our value chains, new ways of looking at relationships with brands, retail chains and players in the website.

The key is to enable us as manufacturers to commit to investments that allow us to compete on a global level, to offer products at prices acceptable to the greatest number.

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