But rather than win hearts and minds, Shein and the creators have been roundly blasted in the past week by social media users who have viewed the videos incredulously. The creators have been deleting negative comments on their social media accounts and posting defensive videos. And the trip has become a cautionary tale for marketers, as Shein’s efforts to help its reputation using influencers managed to alienate consumers and draw even more attention to allegations of unsavory business practices. Shein — pronounced SHE-in — an online retailer founded in China more than a decade ago, has quickly gained popularity among U.S. consumers, particularly teenagers and 20-somethings, for its easy-to-use app and low prices on a wide assortment of trendy apparel and accessories. Shein has said it conducts its business “lawfully.”

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Persons: Shein, ”, Freeman, influencers, “, Mae Karwowski Locations: China