New fast fashion brand aims to rival SHEIN

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Industry
Posted 21 March, 2022

By Jessica Byrne

London, UK

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Chinese e-commerce brand Alibaba is looking to cash in on our insatiable desire for low-priced clothing by opening its business to the world of fashion.

You know what the world really needs?

Another fast fashion company, said no one ever. Yet here we are.

In recent months, Alibaba – the Chinese e-commerce giant responsible for companies like AliExpress and the digital payment service Alipay – launched a new fast fashion company called allyLikes.

Wasting no time building a reputation rooted in speed and trendiness, allyLikes already boasts 500 new styles a week and is recruiting influencers to promote the brand, offering them perks like sponsored gifts and a commission of 50 percent.

Globally recognised companies Fashion Nova, PrettyLittleThing, and Missguided have used these tactics and won over consumers through on-trend designs at an incredibly cheap price, boosted by collaborations with celebrities and influencers.

According to experts, allyLike’s primary business targets are the North American and European markets, which makes it a direct rival of another widely popular online fashion retailer SHEIN.

It’s true that, at the moment, no brand is doing it quite like SHEIN. The brand has gained immense popularity amongst Gen-Z consumers, despite the odd news story that this generation will single-handedly kill the fast fashion industry for good.

Listing 5,000 new items on its website a day, SHEIN replaced Amazon as the most downloaded shopping app in the USA. In a single month, the SHEIN app is downloaded up to 14 million times on Google and Apple stores.

With all of this in mind, it’s hard to believe that any company joining the business of fast fashion now would be able to overtake a brand with SHEIN’s popularity.

But because Alibaba already has an established network with China’s supply chain, a strong knowledge of international shipping logistics, and digital expertise, experts believe that in time allyLikes could solidify itself as a serious competitor.

By now, I shouldn’t have to tell you why this fierce race to become fast-fashion king is a problem. The addition of yet another fast fashion brand is terrible news for both our planet and for the rights of garment workers.

Search for allyLikes and the first Google hit displays an offer for 70 percent off all styles, with £8 off your first order. And upon entering the website, you’ll be tempted once again by their #allyGLOWUP promotions prompting you to ‘buy 3 and get 20 percent off’.

But it’s not as if these cheap clothes are stitching themselves together, and the only way they can be sold at these prices are a direct result of the low wages afforded to those who make them.

Not to mention the additional strain that the emergence of new fast fashion companies places on our planet, which is already plagued by mountains of throwaway clothing from existing retailers.

Unfortunately, reducing our appetite for clothing made and sold cheaply is the only way major conglomerates will stop seeing fast fashion as a possible new business venture.

Checking out Thred’s ultimate guide for shopping sustainably is a great place to start!

Jessica Byrne

Senior Writer & Media Coordinator London, UK

I’m Jessica (She/Her). Originally from Bermuda, I moved to London to get a Master’s degree in Media & Communications and now write for Thred to spread the word about positive social change, specifically ocean health and marine conservation. You can also find me dipping my toes into other subjects like pop culture, health, wellness, style, and beauty. Follow me on Twitter, LinkedIn and drop me some ideas/feedback via email.

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