"Shein is anything but a neutral brand. It has become a lightning rod for criticism of a contested consumption model: low-cost production, opaque working conditions, a massive environmental footprint and recurring accusations of plagiarism. The public was not simply judging a business decision; it was responding to a disconnect between the values BHV claimed to uphold and the actions of the company."
"In the past, brands controlled their image: They wrote their story, defined their symbols and managed their narratives. But in the digital age, that power has shifted. Social media has amplified the public's voice and imposed total transparency. Today, a brand's messaging coexists with that of thousands of others - consumers, employees, journalists, influencers - who are often more credible and more widely heard than the brands themselves."
On October 1, BHV Marais announced a partnership with Shein, triggering rapid social media outrage, partner withdrawals and an employee strike. BHV's association with Shein exposed a mismatch between claimed local, Parisian values and alignment with a global fast-fashion model criticized for low-cost production, opaque labor conditions, environmental damage and plagiarism accusations. Public reaction reflected concern for reputation rather than mere image, revealing the gap between projected brand identity and public perception. The digital era shifted narrative power toward consumers, employees and influencers, making reputation measurable through trust surveys, employer ratings, ESG metrics and media virality with tangible economic consequences.
Read at Le Monde.fr
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