Shein is, by some measures, the largest online only fashion company, which may be a surprise to those who have never heard of the app. Originally a portal to buy wedding dresses, Shein branched out into general womenswear in the early 2010s and to all types of fashion by the mid-2010s, although the vast majority of its customers are still women. It is now the leader of a new generation of fast fashion that puts Zara and H&M to shame, producing thousands of new items to match the current trends every week. On an average day, Shein adds 2,000 new items to its store. Shein has also captured the social media age better than any other fashion company, using Facebook, Instagram, Pinterest and TikTok intuitively

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