Shein: the stealth Chinese brand that helped bring down Topshop and Miss Selfridge
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telegraph.co.ukretail bloodbath. A decade or two ago, students and other twentysomething women saved up their money to visit the Topshop emporium on Oxford Street or Miss Selfridge next door.
There were outposts of these two stores in most university towns in the UK and I’m not alone in having dressed almost exclusively in Arcadia-produced clothes for the first five years of my adulthood.But along with Missguided and Boohoo, Shein had offered young women an entirely new shopping model.
The Chinese retailer’s prices are almost laughably cheap: tops for £5, dresses for £9, jeans for £12 and coats for £20, making Primark look expensive and Topshop almost luxurious.Rather than borrowing from the catwalk as Zara and H&M do, the brand picks up on micro trends.
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