The retailer with a cult following
Few bosses of international companies are more enigmatic than Chris Xu, head of SHEIN (pronounced she-in) – the Chinese fast-fashion company that has been testing the mettle of established giants such as Zara and H&M on the back of explosive growth during the pandemic. As one analyst told CNN Business: “they’re making fast fashion look slow”.
What is disconcerting for incumbents is that this $50bn “mysterious upstart” appears to have come from nowhere,
