Fast fashion retailers Shein and Forever 21 struck a major deal aimed at cross-promoting brands to a similar audience of younger apparel shoppers heading into a closely-watched holiday season. It’s a marriage of mall, retail and brand experience with a production and distribution machine driven by tech and social savvy. But there’s a shadow cast by concerns over Shein’s business practices.
In a battle of the Chinese ultra-fast-fashion giants, Temu has filed a lawsuit against Shein, accusing it of various nefarious practices aimed at deterring apparel manufacturers from doing business with Temu in order to thwart competition from the newer entrant to the U.S. market. Shein has accused Temu in a separate lawsuit of impersonating its brand by creating fake Twitter accounts.