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 crossroads of the economy and the culture of consumptionis now led by giants such as Temu, H&M, and Shein. These brands, thanks to bold strategies and a perfect response to market demand, have established themselves on the global podium. But behind this success lies an apparent failure: that of ethics and sustainability. Why do these major brands still dominate the market despite controversy? Why has sustainable fashion failed 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 over 25.3 million mentions on social networks 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 blends 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 its ethical impact. The unbeatable prices offered by Temu are often associated with low production costs, fuelling controversy over working conditions in the factories. What's more, the environmental footprint of the over-consumption encouraged by these practices remains a major black mark.
H&M's unique positioning between sustainability and fast fashion
H&Mwith 21.6 million mentionsremains an unavoidable leader, but chooses a different angle. The Swedish brand strives to position itself as a champion of sustainability. Its recycling programs and its commitment The use of eco-friendly materials such as organic cotton is evidence of a strategy in line with modern concerns.
However, H&M's sustainability efforts are attracting only limited interest online, accounting for less than half of all sales. 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 lies in reconciling its business model based on mass production with sustainable ambitions. For the time being, this equation seems difficult to solve, which limits the impact of its ecological initiatives.
Shein: losing popularity?
Once the undisputed leader, Shein now seems to be losing ground. With 12.8 million mentionsThe brand has been overtaken by Temu, particularly on the American market.
Despite its huge initial success, Shein is facing increasing criticism regarding its production practices and the environmental impact of its operations. The brand, however, remains undaunted. The acquisition of the British brand Missguided illustrates its determination to expand into the European market and broaden its offering.
Yet Shein's strategy remains strongly focused on quantity and ultra-competitive pricing. If the brand fails to integrate sustainable initiatives, it risks alienating part of its customer base in the long term, especially in a context where consumers are gradually turning to more ethical alternatives.
Sustainable fashion: why does it remain marginal?
Despite the climate emergency and awareness campaigns, the sustainable development continues to lag far behind. Sustainability discussions only account for 9.7 % of mentions about fashion. Why does such a crucial issue receive so little attention?
Firstly, price is a major obstacle. Fast-fashion consumers are primarily looking for low-cost products. Sustainable garments, which are often more expensive, struggle to compete with affordable, trendy items. Secondly, the appeal of constantly renewed collections often outweighs ecological concerns.
However, themes such as toxic components and recycling are beginning to attract 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 the second-hand market. Platforms such as Vinted, Poshmark, and Mercari represent more than 70 % discussions around responsible alternatives. This market responds to 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 genuine lever for transformation, it must 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 such as the second-hand boom suggest that change is possible.
For this transition to become a reality, it will be necessary to rethink current business models and redefine consumer expectations. There's still a long way to go, but the fashion industry has the tools to move towards a more sustainable future.