Explainer: What went wrong with Shein's influencer marketing campaign?

SINGAPORE - Six American fashion influencers who went on a trip to fast-fashion giant Shein's factory in China have come under fire for posting videos praising the company, which has been accused of using forced labour and environmentally damaging practices. TODAY takes a closer look at why Shein's influencer marketing campaign went wrong and what could have been done instead. WHAT IS SHEIN? Founded in Nanjing, China, in 2008, Shein is currently headquartered in Singapore with factories in China. Though such allegations have not stemmed its immense popularity, people did not take Shein's recent marketing campaign well. Associate Professor Seshan Ramaswami, who teaches marketing at the Singapore Management University, told TODAY that Shein's strategy in using fashion influencers is understandable given its target market of young shoppers. Assoc Prof Ramaswami said that Shein would have been better off selecting influencers who are environmentalists and labour activists. Dr Chang noted that influencers can still endorse Shein or other controversial brands, as long as their opinions are based on solid research and from an objective perspective.