“Instant gratification” is the secret to fast fashion ecommerce retailers. Shein and Fashion Nova are becoming more popular among young shoppers for their trend-worthy offerings, and as newcomers like Blushmark enter ecommerce’s fast fashion world, their success is outpacing traditional retailers. H&M and Zara have yet to return to pre-pandemic sales levels, while only-online retailers like Shein, Romwe, Fashion Nova, and Blushmark are capturing Gen Z and Millennials on TikTok everyday: #Shein has nine billion views on TikTok compared to 396 million views for #forever21 and 72 million views for #handm. With the tap of a button shoppers can go to TikTok for inspiration and purchase items directly from a retailer, offering a sense of “instant gratification” for discovering and purchasing the latest fashion trends all in one place. Not only do Shein and Blushmark house hundreds more SKUs than brick and mortar shops, they’re able to appeal to Gen Z and Millennials’ fashion interests at a much faster rate by constantly refreshing their online product offerings based on what’s trending. (Modern Retail)
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