Si tu as moins de 30ans, on ne te présente même plus Shein… Géant de l’ultra fast fashion reconnu pour ses ultra produits bon marché, l’entreprise est à la fois adorée de la jeune génération, mais est aussi au cœur de nombreuses controverses pour ses pratiques plus que douteuses. L’entreprise fabrique l’intégralité de ses produits en Chine. Alors, qu’est-ce qui nourrit ce conflit d’opinion sur l’entreprise ? Cette divergence entre consommateur responsable et shopping addict, est-elle finalement pathologique de notre société ? Tu faisais juste quelques recherches sur la politique de l’entreprise avant de passer commande et tu te retrouves ici ? Ne bouge pas, tu es au bon endroit.
Zoom sur ce géant de la mode en ligne, dont le modèle d’affaires est loin de faire rêver…
Un modèle qui nourrit notre société capitaliste.
Tu dois sûrement te demander, mais pourquoi ça marche ? C’est vrai, la marque est au cœur de nombreux bad buzz et a des pratiques plus que moyennes, il suffirait juste de fermer leurs établissements et on en parle plus. C’est malheureusement plus complexe que ça.
Alors comment on explique que l’entreprise a explosé lors du confinement et continue encore à prospérer aujourd’hui ?
Shein, sur le papier, c’est une offre qui fait rêver tous les consommateurs du monde. Un large choix de vêtements, pas chers, tendance, qui arrivent vite à la maison. Et en plus, tu peux percer sur TikTok en montrant tes achats. Si, je te jure, Shein utilise grandement sa popularité sur les réseaux sociaux comme stratégie de communication, et le #SheinHaul enregistre plus de 4 milliards de vidéos.
Tu veux voir où on signe ? Attend d’en lire un petit peu plus…
Et donc, le modèle que propose Shein, dans notre société qui a toujours plus soif de capitalisme, ça fonctionne, forcément. On est en perpétuelle recherche de plus en plus de rapidité, à moindre coût, et en plus, on va être francs, on aime bien faire du turn-over dans notre garde-robe… (Tu ne rêves pas de tout changer pour avoir que du neuf toi ? moi si, mais promis, je fais tout pour me soigner.)
Shein, ça plaît tellement que lorsqu’un pop-up store a ouvert à Toulouse en mai 2022, certains y sont allés à 8h du matin. C’était une vraie cohue dans toute la rue durant les 4 jours de l’ouverture du magasin éphémère. Il y avait tellement de monde que les véhicules n’avaient plus la place de circuler dans la rue, ça klaxonnait dans tous les sens, ça s’énervait… Qu’est-ce qu’on ferait pas pour un crop-top ?
La vérité derrière un simple site de e-commerce
Tu t’en doutais, tout est loin d’être rose dans cette histoire. Le célèbre détaillant enregistre de nombreuses pratiques douteuses et a de quoi se reprocher. Assieds-toi tranquillement sur ton canapé et prépare-toi, je ne pense pas que tu es près de valider ton panier (ne t’inquiète pas, tu trouveras cette petite paire de bottines dont tu rêves ailleurs).
Le désastre écologique de la politique de l’entreprise
Tout d’abord au niveau environnemental, Shein est une marque qui a largement prouvé sa nocivité. En proposant des articles à des prix si abordables, on donne envie à nos clients d’acheter toujours plus, c’est ce qu’on appelle plus communément la surconsommation. En gros, si pour 30€ tu peux avoir 3 pulls, pourquoi tu en achèterais seulement un seul ? Finalement, ça donne envie de commander trois fois plus souvent et de contribuer à faire transporter trois fois plus de vêtements. Parce qu’on ne va pas se mentir, les vêtements qu’on commande, ils n’arrivent pas à vélo ou à trottinette électrique (pas qu’ils ne soient pas in, mais surtout que c’est loin la Chine, très loin…).
Et en plus, tous ces vêtements, on sait qu’ils ne dureront pas dans le temps. Déjà parce que la qualité de ces produits est très médiocre, et en plus, quand on consomme de l’ultra fast fashion, c’est qu’on veut du renouvellement régulier, il y a donc de grandes chances que les produits se retrouvent à la poubelle quelques mois après leur achat.
Autre faux pas côté environnement pour Shein, le textile est la plupart du temps produit avec des fibres polluantes comme le polyester ou le nylon, qui ne sont autres que… des dérivés du pétrole ! La plateforme e-commerce pèse à elle seule 12% du CO² émis par les adolescents, rien que ça.
L’esclavage moderne
Et côtés droits de l’Homme, on en est où ? Encore aussi mauvais élève Shein ? On aimerait pouvoir dire le contraire, mais malheureusement, tu nous déçois encore une fois Shein. Dans un rapport, l’ONG Public Eye dénonçait de nombreuses pratiques douteuses de la part de l’entreprise.
Selon les témoignages de certains employés des usines Shein, les semaines s’élèvent à plus de 75h de travail, sans contrat de travail ou encore une quelconque assurance. Cela sort évidemment du cadre légal chinois, où la loi fixe le maximum d’heures de travail hebdomadaires à 40h.
Les employés ne jouissent également que d’un seul jour de congé par mois. Certaines images partagées par Public Eye montrent des locaux très encombrés, qui ne possèdent pas les issues de secours nécessaires en cas de besoin d’évacuation.
Dans certaines usines, les travailleurs sont payés à l’article, ce qui les encouragent à travailler toujours plus au dépend de leur santé. Après le scandale réalisé par ce communiqué, Shein s’engage à ouvrir une enquête dans les usines concernées. Je ne sais pas toi, mais moi, j’y crois pas trop…
Méthodes de marketing douteuses
Je sais ce que tu penses ! « Encore un truc sur lequel Shein abuse, c’est pas possible, ils ne s’arrêtent jamais ?? » Et pourtant, tu ne rêves pas, le détaillant chinois ne recule devant rien.
L’entreprise met en place de nombreuses méthodes de marketing abusives pour pousser toujours plus son client à l’achat. Ventes flash très régulières ou encore mise en avant de ruptures de stocks (simple argument de vente ou vraie rupture ? on ne saura jamais), les clients fidèles peuvent même gagner des points qui leur permettront par la suite d’obtenir des codes promotionnels. De quoi devenir accroc très rapidement !
C’est d’autant plus immoral quand on sait que la cible majeure que vise Shein n’est autre que… la génération Z. En essayant de vendre à ces adolescents l’idée qu’ils peuvent ressembler à leurs idoles, notamment en s’inspirant grandement de certains grands noms de la mode (ce qui est loin d’être apprécié par le monde de la Haute Couture). La marque s’appuie également sur les influenceurs préférés des 15-25 ans pour les attirer dans leurs filets. De quoi facilement faire craquer les ados…
Et toi, étais-tu au courant de la nature des pratiques de Shein ? 🤔
Ce qui est certain, c’est que tu ne verras plus jamais les #HaulShein de la même façon…
Très intéressant et enrichissant. Et comme tu as pu le dire dans l’article, on est loin de tout savoir…
Disons que c’est très intéressant à savoir et moche de voir que le succès d’une chaine de vêtements tient par des pratiques immorales. Fini pour moi le magasinage là-bas!
Bravo à toi, beaucoup de gens ferment les yeux, car ce n’est « pas leurs problèmes ».
Je suis une jeune fille de cette génération Z. Ça serait mentir que de dire que je ne souhaite pas moi aussi avoir du style avec de beaux habits et bijoux. Ça me frustre un peu, dotant que dans mon entourage bon nombre de jeunes consomment avec joie sans soucis de ce qui peu se passer derrière… Ça me désole énormément. Depuis peu je cherche des alternatives, mais je trouve pas grand chose. Je me suis mis au crochet y a peu, histoire de fabriquer moi même ce que je veux. Vous aurez des références de magasin de vêtements abordable s’il vous plaît ? Je connais l’existence des friperies, mais en ligne qu’en est-il ?
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