In 2023, Chinese fast fashion giant Shein almost doubled its emissionsemissions of greenhouse gases, becoming the biggest polluter in the sector. This is a far cry from the promises of the brand, which had committed to reducing its emissions by carbon dioxidecarbon dioxide by 25% by 2030…
Focus on the Shein company. © Iznowgood, YouTube
Doubling your CO2 emissions to double your turnover?
According to the company’s sustainability and social impact report released in late August 2024, Shein emitted 16.7 million tons of carbon dioxide in 2023 compared to 9.17 million tons of CO2 in 2022, an increase of 40%. At the same time, the Chinese company is said to have doubled its profits, reaching 1.8 billion euros in turnover in 2023, thus overtaking H&M and Primark. How? Using artificial intelligence algorithms: analysis of micro-trends in real time, prediction of demand and personalization of the offer using social networkssocial networksoptimization of the supply chain… Everything is done to push the consumer to consume, always more, to the detriment of workers and the environment – what of their social responsibility (CSR)?
With its model of incessant and accelerated manufacturing, based on online commerce dependent on air transport, the Chinese leader inultra fast fashion may struggle to achieve carbon neutrality by 2060.
