Lessons From Influencer Marketing Mishaps

It probably seemed like a good idea at the time.

Last month, Shein invited 50 American influencers to visit some of its manufacturing centres, as part of a wider campaign to rehabilitate its reputation in its biggest market. US lawmakers, regulators and activists have hammered the fast-fashion giant for months, alleging everything from human rights violations to skirting customs duties.

The influencer trip was meant to show off a different side…