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Shein Loses Bellows in the US and Gains Ground in Europe: the Twist that Threatens Primark and Puts Pressure on H&M
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The Shein e-commerce platform has been one of the major disruptive influences in fashion retail in recent years. Specifically, since 2025, Shein has focused its attention more on Europe than on the United States; the latter is Shein’s largest market. In this regard, Euromonitor data suggests that Shein’s market and its stock stalled in 2025; this was probably caused by the removal of the ‘minimis’ rules on direct imports from China and higher ta…
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