However, the ascent of Chinese apps has been accompanied by scrutiny that Temu might too have to grapple with. “Shein has utilized data collected from its apps and other social media channels to gain insights into consumers’ shopping habits and lifestyles, enabling the company to offer in-demand items,” he added. This allows Temu to tap China’s strengths in producing apparel in greater varieties with greater flexibility - all while qualifying for US waivers on import duties for lower value shipments, Lu said.Ī recent notice for Shein suppliers in China seen by Agence France-Presse requires turnaround times of just seven to 18 days on factory orders.įor Shein in particular, artificial intelligence and big data play a “critical role” in its expansion and success, Lu said. The rise of Shein and Temu comes as leading US fashion companies seek to reduce their exposure to China with worries intensifying over growing US-China tensions, said Lu Sheng, a professor of fashion and apparel studies at the University of Delaware.īoth brands primarily source their products from China and Temu mostly ships its goods directly from there as well, he added, contrasting this against Amazon’s US-based distribution centers. “I was like: ‘Oh that’s what I use.’ Since then I’ve noticed it’s gaining more traction,” Wolfe said.Īccording to Sensor Tower, Temu has had 33 million US downloads since its launch, with user numbers surging on the month of the Super Bowl, the most-watched TV event in the US. “Once I realized it was legit, I just started ordering more.”įueling the frenzy were Temu’s commercial spots during the Super Bowl in February that asked more than 100 million US viewers to “shop like a billionaire.” “It got here so quick, I couldn’t believe it,” she said. She has placed about 20 orders on Temu, buying craft supplies, jewelry and gifts.Īnother customer, 38-year-old Stephanie Wolfe, said she first bought items like eyeliner and jewelry to test the service in January. offered on Amazon and other online retailers for much more,” Silva, a 65-year-old in California, told reporters. “I’ve seen so many things in their catalog.
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