Shein disrupted the fashion industry in a way that few could have predicted. By combining real-time data analysis, direct-to-consumer logistics, and highly competitive pricing, the brand fundamentally changed consumer expectations. Shein didn’t just sell cheap, trendy clothes—it sold speed, volume, and accessibility.
But it came at a cost. Environmental concerns, labor rights controversies, and the normalization of disposable fashion at an unprecedented scale. While critics raised concerns about environmental harm and labor practices, millions of consumers still kept clicking add to cart.
- There’s no denying that Shein helped democratise trends.
- But it also normalised throwaway fashion on a scale we’ve never seen before.
Why Prices Are Rising
Recent consumer noise notes that Shein’s prices are no longer quite as low as they once were. A product that might have cost £4 two years ago is now closer to £7 or £8. Still affordable but no longer almost trivial.
| Reasons for price increase | Explanation |
|---|---|
| Global supply chain pressures | Increased scrutiny from regulators and the natural demands of scaling a business all play a part. |
| Increased scrutiny from regulators | Regulators are cracking down on companies like Shein, increasing operating expenses. |
| Scaling a business | Shein is no longer the scrappy disruptor, it’s a global force, with investors and public relations risks to manage. |
| Tariffs impacting imports from China | Shein and a host of other Chinese companies have been forced to address pricing, with some products reportedly increased by up to 377%. |
Could Higher Prices Drive Sustainable Behaviour?
Is this a good thing though? The natural assumption could be that higher prices would reduce consumption. If clothing becomes more expensive, consumers may buy less—and buying less is, ultimately, one of the most effective ways to reduce fashion’s environmental impact.
“Due to recent changes in global trade rules and tariffs, our operating expenses have gone up. To keep offering the products you love without compromising on quality, we will be making price adjustments,” Shein said in a notice posted online recently.
- Historically, when mainstream fashion prices rise, consumption patterns have often adjusted accordingly.
- Shoppers might grumble at higher price tags but generally continue to purchase at the same volume—or shift loyalty to newer alternatives entering the market and whoever has the most successful marketing campaign.
Will US Goods Be A Better Story?
Political rhetoric is adding another dimension. President Trump’s tariffs have signalled hope that a crackdown on Chinese retailers will drive consumers toward domestic alternatives. But a shift in origin doesn’t always guarantee a shift in values.
- Premium collections and ‘Conscious’ lines. Brands that once prided themselves on democratising fashion evolving into higher profit-driven models without properly addressing (or changing) their impact on the environment.
- Greenwashing remains widespread and companies are well aware that sustainability sells, even if the claims are paper-thin.
Something New Or Just BAU?
Shein’s price hikes may represent a critical turning point, but whether it becomes a meaningful turning point will depend not just on what the brand does next, but also on how consumers respond. If higher prices prompt more thoughtful purchasing decisions and slow down the relentless consumption cycle, it might be the major step that’s needed towards a more sustainable fashion economy. If not, there is a real risk that the industry will simply revert to business as usual, only with slightly higher margins and slightly fewer clothing items per haul. Who wins in this situation? It’s definitely not the planet.
Some Encouraging Signs
The growth of resale platforms, the increasing popularity of clothing rental and circular services, plus a broader conversation about “cost-per-wear” thinking. But systemic shifts take time. They require both brand leadership and cultural willingness to challenge the assumption that newness equals value. Deeper operational changes—such as slower production cycles, sustainable material sourcing and transparent labour practices are all necessary to improve fashion’s environmental footprint.
A New Path Forward
Something new or just business as usual? The answer will depend on how consumers respond to Shein’s price hikes. If higher prices prompt more thoughtful purchasing decisions and slow down the relentless consumption cycle, it might be the major step that’s needed towards a more sustainable fashion economy.
