The Brand Trip That Turned Into a Brand Slip

It seemed like such a great idea.

Shein, the Chinese fast fashion brand which got insanely popular on TikTok and Instagram, invited a bunch of influencers to tour some of its factories, in an apparent move to counter labor exploitation accusations that plague the company.

Flew them to China, put them up in swanky accommodations, paid them.

So, little surprise when the Shein video had clips like this in it:

https://www.instagram.com/reel/CtkiXsZO1w5/

But when the influencers came home, and Shein’s videos started rolling out, the backlash started. And many of those influencers, who seemed so impressed by the brand and its apparently ethical practices, changed their tune.

https://www.instagram.com/p/CuDQsCVusYD/

The creators’ explanations were not well received. Some of the comments on that video included:

Users even started sharing parody videos about the whole thing.

When brand trips turn into brand slips — especially as big of a slip as this one — it has a bigger impact than just this campaign.

Indeed, Digiday reports today that Shein’s influencer controversy could change how brands work with creators across the entire industry.

👀 Industry Watches for Rippling Effect

Quoting the report:

The whole kerfuffle has agency executives questioning the benefits of using creators and influencers to restore brand image and it remains to be seen what ripple effects, if any, will take hold of the influencer marketing space after the dust has settled.

For the most part, consumers trust influencers… However, consumers are more savvy than they’ve ever been, scoffing at inauthentic partnerships in which influencers are accused of selling out for ad dollars.

An industry expert quoted in the piece suggests the situation could mark a turning point for influencers, leading them to be more introspective about their brands and public personas.

According to a spokesperson for an influencer agency, Shein’s misstep could indeed stain perceptions of the industry as a whole or alternatively, force the industry to adhere to updated brand deal standards.

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