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Fashion & Beauty
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November 10, 2024
Shein’s comeback in India stirs fashion landscape
After a four-year absence, Shein is back in India, relying on a new partnership with Reliance Retail to boost its presence. Indian consumers await its trendy, low-cost offerings, but local brands brace for tougher competition. Fast fashion, led by Shein’s affordable products, has a growing appeal among Gen Z and Millennials. This move might push brands like Zara, H&M, and Myntra to adopt faster turnarounds and aggressive discounts. Reliance's local connections could help Shein handle regulatory challenges, while India's fast-fashion market sees intensified price wars.