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This demand for Shein shows how valuable reputation is for brands apparel.
Shein exhibited his enemy, at least said by the brand in a lawsuit in which he accuses Temu to tarnish your image with misleading advertising.
As the case of Sheinwe remember advertising duels like the one between Pepsi and Coca Cola.
Demand for Shein where he accuses that his competitor hires influencers to attack it, reveals a very valuable aspect and that is that it is the main clothing brand in the world, with the highest number of visits to its website, where according to SimilarWeb monopolizes 3.4 percent; while Nike has two percent of this traffic.
“In May 2022, fast fashion e-commerce site shein.com was the most visited in the fashion and apparel category worldwide, accounting for 3.4 percent of desktop traffic. The online site of Nike ranked second, with two percent of the visits,” he explained. Daniela Coppolaanalyst of Statista by presenting the previous study exclusively for platform subscribers.
Shein and a fearless competitor
He pure player Sheinbased in China, Sheintook his dispute against Temu to a US court in a case that shows us that the apparel It has room for all kinds of controversies, such as allegations of unfair competition, anything to attract consumers to the digital windows of their cheap clothes.
“Temu has also tried to impersonate the mark Shein and mislead consumers by making them believe that Temu is associated with that brand”, points out part of the lawsuit and not only that, it also accuses that it has resorted to influencersso that they speak ill of the brand.
The statement made by Shein in this lawsuit lets us see an important image element and that is how valuable brand perception is for these companies, so much so that they are willing to go to court.
According to media reports that have had access to the lawsuit, the legal consequences for Tamu are important if he loses, as he will have to reduce the marketing strategy he has used up to now, so he will have to stop using the Shein name in his advertising campaigns.
The “comparative” action is similar to what other rival brands have used as Coca Cola and Pepsi, where the second has challenged in taste tests, to demonstrate that its formula is an improvement on that of the company with the red logo or resorting to creative elements in which consumers go over the soft drink known for having campaigns with Santa Claus, to able to get to Pepsi sodas.
Regarding the confrontation that has occurred between Shein and Tamu, the Chinese company has even claimed damages because it claims, it has lost sales due to misleading advertising, a complaint that Tamu has tried to dismiss, asking the court not to step to the complaint of his rival.
Information from agencies such as Reuters quotes sources from Tamu, who have said that they “strongly and categorically reject all the accusations and vigorously defend their rights.”
The creativity that leads rival brands in the same category to fight with well-founded or poorly sustained creativity has been a disputed resource both in advertising and in court for years.
This has invariably triggered important activities in the market, where the defense of the value of the brand, its reputation and image, demonstrate how valuable it is to have valuable companies today, because otherwise it is not possible to establish benchmarks that help innovate in what is traded.