Why Temu, H&M and Shein dominate fast fashion despite controversy, and how sustainable fashion could be a game-changer for the textile industry.
Fast fashion, at the intersection of economics and consumer culture, is today led by giants like Temu, H&M, and Shein. These brands, thanks to bold strategies and a perfect response to market demand, are establishing themselves on the global podium. But behind this success lies an apparent failure: that of ethics and sustainability. Why do these big brands still dominate the market despite the controversies? Why is sustainable fashion failing to take its rightful place?
Temu: a meteoric rise thanks to shopatainment
Founded in 2022, Temu is not just a brand, but a cultural phenomenon. With more than 25.3 million mentions On social media and traditional media, Temu has already surpassed giants like Shein in the United States. The secret of its success lies in an innovative concept: the shopatainment.
This model cleverly mixes shopping and entertainment, transforming every interaction into an immersive experience. Through interactive games, online contests and ultra-personalized suggestions, Temu captures consumers' attention.
However, this strategy raises questions about the ethical impact. The unbeatable prices offered by Temu are often associated with low production costs, fueling controversies about working conditions in factories. In addition, the environmental footprint linked to the overconsumption encouraged by these practices remains a major black mark.
H&M's unique positioning between sustainability and fast fashion
H&Mwith 21.6 million mentions, remains a key leader, but is choosing a different angle. The Swedish brand is striving to position itself as a champion of sustainability. Its recycling programs and its commitment towards ecological materials such as organic cotton demonstrate a strategy aligned with modern concerns.
However, H&M's sustainability efforts garner only limited interest online, representing less than 10 % discussions around fast fashion. The reason? A disconnect between the brand's ecological messages and the real expectations of consumers, who remain focused on price and variety.
One of H&M's major challenges is reconciling its mass-production business model with sustainable ambitions. For now, this equation seems difficult to solve, which limits the impact of its ecological initiatives.
Shein: a popularity in decline?
Once the undisputed leader, Shein seems to be losing ground today. With 12.8 million mentions, the brand is overtaken by Temu, especially in the American market.
Despite its initial huge success, Shein has faced increasing criticism over its production practices and the environmental impact of its operations. The brand, however, is undeterred. The acquisition of the British brand Missguided illustrates its desire to expand into the European market and broaden its offering.
Yet Shein’s strategy remains heavily focused on quantity and ultra-competitive pricing. If the brand fails to integrate sustainable initiatives, it risks alienating a portion of its customer base in the long term, especially as consumers increasingly turn to more ethical alternatives.
Sustainable fashion: why does it remain marginal?
Despite the climate emergency and awareness campaigns, the sustainable development remains largely behind. Discussions around sustainability represent only 9.7 % of mentions about fashion. Why does such a crucial issue receive so little attention?
First, price is a major barrier. Fast fashion consumers are primarily looking for low-cost products. Sustainable clothing, which is often more expensive, struggles to compete with accessible and trendy items. Second, the appeal of constantly renewing collections often outweighs environmental concerns.
However, topics such as toxic components and recycling are starting to gain attention. For sustainable fashion to progress, it will need to offer accessible solutions and clear messages that resonate with consumers' values and lifestyles.
The boom in the second-hand market
An encouraging sign for sustainability is the rise of second hand market. Platforms such as Vinted, Poshmark, and Mercari represent more than 70 % discussions around responsible alternatives. This market meets a dual requirement: reduced expenditure and reduced ecological impact.
However, second-hand fashion is not without its limits. It remains indirectly linked to initial excessive consumption. For this segment to become a real lever for transformation, it will have to be accompanied by an overall reduction in unnecessary purchases.
A changing industry, but persistent challenges
Giants like Temu, H&M, and Shein show that fast fashion remains a dominant force, despite growing efforts to promote more ethical practices. While sustainability is still marginal, weak signals like the second-hand boom suggest that change is possible.
Making this transition happen will require rethinking current business models and redefining consumer expectations. There is still a long way to go, but the fashion industry has the tools to move toward a more sustainable future.