SHEIN strategically used marginalized influencers for their brand trip to improve their brand appearance. The fast fashion company is now facing backlash for spreading propaganda about its production process and labor conditions on its recent brand trip. The creators brought on the trip posted videos touring one of the Chinese factories and the Singapore-based headquarters, where they “[gushed] how well the workers were paid, and how good they felt about supporting the brand now that they had seen how it made its clothes.” While these influencers are being labeled as “status-seeking sellouts” online, it should be noted that SHEIN methodically chose marginalized, smaller creators, who were less likely to turn the brand trip down since they usually don’t get the same opportunities as other creators. Even though YPulse data shows that Gen Z usually doesn’t love to support non-eco-friendly brands, about one-third of the gen shops fast fashion brands like SHEIN. (Mashable)
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