Zara and H&M witnessed a coup in the fashion world, and this affordable company became the world’s number 1.

News India Live, Digital Desk: Who is not fond of clothes? And when it comes to fashion, only two-three names were ruling the tongue for years: Zara and H&M. We often believed that if we want to look trendy, we have to go here. But, now there is such an upheaval in the world of fashion, which has given sleepless nights to these old and established companies. Yes, the company which till a few years ago people considered ‘just a cheap website’, is today on its way to becoming the world’s number 1 fashion retailer. The name of that company is Shein. How did this miracle happen? What China’s online company Shein has done is no less than a business case study. While Zara and H&M take a few weeks to design new clothes and deliver them to showrooms, Shein does it in a matter of days. And the biggest thing – price. What does today’s youth want? She needs a new look every week, and that too within the budget of her pocket money. Shein caught this pulse. Where you can buy three dresses from Shein for the price of one dress from Zara, the customer’s inclination will definitely change. Alarm bells rung in Europe. This news is also big because Europe, which is considered the bastion of fashion and is also the home of Zara/H&M, now the dominance of Chinese brand Shein is increasing there too. Reports suggest that Shein has strengthened its hold in the European markets so much that the old giants are now nervous. It is being called ‘ultra-fast fashion’. This means changing trends in the blink of an eye. Thousands of new designs come on the Shein app every day, which forces the youth to keep scrolling. Is the era of shops going away? The success of Shein is another indication that people no longer want to go to the mall and stand in the lines of the trial room. They want lots of options at home, at affordable prices. Zara and H&M have huge showrooms that cost a lot, while Shein’s entire game is online. Now the question is, will these old brands be able to turn themselves around, or will the coming decade be all about Shein? Whatever the case, the public as customers is benefiting from lots of options and affordable prices!