Kenya Freeman was overjoyed when super-fast fashion retailer Shein invited her for a two-week free trip to China. For Instagram and TikTok creators, it’s become a status symbol for brands to take them on paid trips, and Freeman, who also designed Shane’s clothes for two and a half years, sees it as a big opportunity. rice field.
But while brands often organize such trips to promote new products or create buzz online, Shane’s pitch was unusual. She was one of six American influencers to tour factories and distribution centers and meet employees. Shane has addressed accusations that her products are made with forced labor, and as she faces increased regulatory scrutiny, creators have posted more upbeat stories about the company during her travels. I was hoping for it.
That part worked. Freeman has created 11 of her posts on Instagram, including videos praising Shane and her working conditions, where she has 31,600 followers. She and other creators who worked with Shein highlighted neatly stacked transparent Shein packages, robots moving goods, and rows of happy workers.
“They weren’t even sweating,” says co-creator Destene Sadhus. Posted in Instagram and TikTok. (Mr Sudus did not respond to a request for comment.)
But far from winning hearts and minds, Shane and the creators have been heavily criticized over the past week by social media users who watched the video in disbelief. Shayne was forced to issue a statement that he was “sad” after seeing the backlash against creators, and how creators endured the torrent of online abuse that Freeman called a “health checkup.” A test was conducted to determine whether
Creators have deleted negative comments on their social media accounts and posted defensive videos. And the trip was a wake-up call for marketers, as Shane’s efforts to use influencers to boost his reputation alienated consumers and drew more attention to allegations of unscrupulous business practices.
Influencer travel is on the rise on TikTok and Instagram, but “I don’t know of any other situation where there was an overt agenda like Shane’s,” said founder May Karlowski. rice field. clearly, an influencer marketing agency. “This had to suspend disbelief and it clearly looked like a kind of propaganda.”
In a statement, Shayne said the trip “reflects one way we are listening to feedback.”
“Their social media videos and comments are genuine and we respect and stand by each influencer’s views and experiences,” the company added.
Shein (pronounced Shein) is an online retailer founded in China over a decade ago that has become a hit with US consumers, especially among teens and 20s, thanks to its easy-to-use apps and wide selection of low prices. It quickly became popular. On-trend apparel and accessories. While most fast-fashion companies have long come under fire for how they make their products, Shane has been accused of using forced labor in its supply chain and copying designs. Also under scrutiny is its business model of delivering inexpensive goods directly to the doorstep of U.S. shoppers. Shane said it was conducting its business “legally.”
The company, which is now based in Singapore, still makes clothes in China and has come under the spotlight as part of a broader crackdown by US lawmakers on Chinese-owned companies like TikTok.
Shayne, who is reportedly considering an initial public offering, has been relatively quiet for years, but is trying to spark some goodwill. The company launched an apparel resale division to avoid criticism about sustainability, hired independent designers to launch new lines, and hired federal lobbyists.
Shane seemed hopeful that the influencer’s journey would help him counter a flurry of important news coverage, such as: british news A channel investigation last year found that some of its employees were illegally working more than 18 hours a day to make bulk fast-fashion garments, Bloomberg News also reported. report Some of Shine’s clothes were made from Xinjiang cotton based on commissioned clinical tests. The U.S. government has banned imports from Xinjiang, citing concerns about human rights violations against the Muslim-majority Uighurs.
Krishna Subramanian, founder of influencer marketing firm Captiv8, said, “Inherently, Shein launched this campaign that clearly has a desire to change the narrative around the working conditions in these factories. ‘He said. “It’s more effective and credible when done from an influencer perspective than it is from the brand itself.”
In this case, the video was a thump because it portrayed a strangely rosy view from a factory in Guangzhou and attempted to cast an online influencer known for designing clothing and promoting body positivity in a semi-journalistic role. . While the negative press about the company didn’t seem to hold back the retailer’s fans, the outspoken praise did.
When the creators tried to tell their followers that they interviewed happy workers in the US who were surprised by “rumors” about Shane, users responded that “honesty is worth more than travel,” Did you read any news?” and left a comment. ’ and ‘Gaslighting is crazy!
Travel-related hashtags such as #sheinbrandtrip, #shein101 and #sheinfactory have garnered millions of views, according to social media analytics firm TrendPop. On TikTok, deleted videos from creators took on a life of their own as people used the app’s editing tools to incorporate skeptical and horrifying comments.
Creators like Freeman are baffled by the reaction. She thought that by showing Shane’s factory through her eyes, people would share positive experiences about her company and her travels, which she felt was beneficial, she said. said. She said she had received hate mail in the past for working with Shane, but she didn’t expect this much backlash. (Influencers have faced backlash in the past for sponsored trips to Saudi Arabia and, most recently, a luxury trip to Dubai sponsored by makeup brand Tart.)
She said she asked workers and Shein representatives about working conditions and told them they were conducting their duties with integrity and conducting audits. Beyond that, she said, she didn’t know what else she could do.
“Why can’t I say this is my truth and my experience working for this company?” Freeman said. “This is what I see through my own eyes, what I see, and what I experience.”
She added, “With my own eyes, I couldn’t see what other people were talking about.”
One of the influencers, Dani Carbonari, who goes on social media as Dani DMC and claims to be a “trust activist,” has self-investigated in an Instagram video praising the factory. He was particularly criticized for calling himself a journalist. The video has since been removed and Carbonari did not respond to a request for comment.
In fact, the travel and access that Shein gave influencers stood in stark contrast to China’s increasingly hostile attitude toward journalists in recent years. He reported that negotiations between the United States and China over new visas for American news agency reporters have stalled. March report At least one US journalist with a valid visa was recently barred from re-entering China after leaving the country on a scheduled trip, according to a press conference from the Foreign Correspondents’ Association of China.
Influencer marketer Karwowski said, “It’s a very clear example of why you shouldn’t hire creators who talk about specific things like lifestyle, fashion, and body positivity, while trying to push an entirely different agenda. ‘ said. “It doesn’t work.”
Tuesday, Mr. Carbonari Posted In a video posted to Instagram, she said she “should have done more research” and thanked people for sending her information about Shane, which she used to educate herself. was used to
“I hope Shane will be more transparent and answer all your questions,” she said. “I can take responsibility for myself and my actions, but I can’t blame Shane.”
