When Shein, the ultrafast-fashion retailer, offered designer Kenya Freeman a free trip to China, she was excited. A paid excursion by a brand had become a status symbol for Instagram and TikTok creators, and Freeman saw it as a major opportunity. However, unlike other brand trips that typically promote new products or generate online buzz, Shein’s pitch was unique. Freeman and other influencers would tour Shein’s factories and meet workers, with the hope that they would post positive content about the company during their travels.
Freeman created multiple Instagram posts praising Shein and its labor conditions, highlighting tidy stacks of packages, robots moving merchandise, and rows of content workers. However, instead of winning hearts and minds, the creators and Shein faced backlash from social media users who viewed the videos skeptically. Shein had to issue a statement expressing its sadness over the backlash, while the creators faced negative comments and posted defensive videos.
The influencer trip has become a cautionary tale for marketers. Shein’s attempt to improve its reputation using influencers backfired, drawing more attention to allegations of unsavory business practices. While influencer trips have become common on platforms like TikTok and Instagram, Shein’s overt agenda in this case came across as propaganda, leading to skepticism from viewers.
Shein, an online retailer rooted in China, has gained popularity among U.S. consumers for its app’s ease of use and affordable trendy apparel. However, it has also faced accusations of using forced labor and copying designs, along with scrutiny over its business model of shipping inexpensive goods directly to American shoppers. Shein has stated that it operates lawfully.
The influencer trip was meant to counteract negative news reports about Shein’s working conditions and supply chain practices. However, viewers were not convinced by the creators’ videos, which seemed to paint an unrealistic and overly positive picture. Hashtags related to the trip garnered millions of views, with users leaving comments expressing their disappointment and disbelief.
The creators themselves were surprised by the backlash. They had hoped to share their positive experiences with the company and the trip, but instead faced intense criticism. While they had asked Shein workers and representatives about their working conditions and received positive answers, viewers were not convinced.
One influencer, Dani Carbonari, faced particular criticism for calling herself an “investigative journalist” in one of her videos. The trip’s access to Shein’s factories stood in contrast to China’s hostility towards journalists in recent years.
Overall, the Shein influencer trip serves as a lesson for marketers. Pushing influencers to promote a different agenda than their usual content is unlikely to be effective. Transparency and authenticity are key in influencer marketing, and attempting to manipulate narratives can lead to backlash and further damage a brand’s reputation.
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