SINGAPORE — Six influencers who went on a trip to fast-fashion giant Shein’s factory in China have come under fire for posting videos praising the company, which has been accused of using forced labour and environmentally damaging practices.
Social media users reacted to the videos with scepticism, with some calling them “propaganda” and describing them as painting an overly rosy view of the factory.
TODAY takes a closer look at why Shein’s influencer marketing campaign went wrong and what could have been done instead.Describing itself as a global fashion and lifestyle e-retailer “committed to making the beauty of fashion accessible to all”, the company employs around 10,000 employees worldwide and ships to over 150 countries.
These involve paid partnerships with social media influencers, who post “haul videos” showing off their purchases from the brand on TikTok and YouTube. The company has been seeking goodwill in recent months as it is expected to file for an initial public offering as early as 2024. However, these are not the kinds of influencers who would be perceived as the most credible in answering the serious charges about the company's labour practices, he said.
Dr Dianna Chang, a senior lecturer of marketing at the Singapore University of Social Sciences, said: “Because it’s a sponsored trip, it is expected that the brand would show the positive sides of stories, like what we could do when we invite people to our houses as guests.”Assoc Prof Ramaswami said that Shein would have been better off selecting influencers who are environmentalists and labour activists.
Assoc Prof Ang added that there are other ways to demonstrate the company’s bid to be seen as socially responsible, instead of through factory visits that can be manipulated.
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